Saudi Arabia Shifts Tourism Strategy to Attract Middle-Class Travelers

RIYADH — Saudi Arabia has expanded its national tourism strategy by targeting upper-middle-class and middle-income travelers, shifting away from its earlier focus on luxury tourism. The move marks one of the kingdom’s most significant strategic adjustments under Vision 2030, as officials aim to broaden visitor demographics and make travel to the country more accessible.

Saudi Arabia’s Minister of Tourism Ahmed Al-Khateeb said the new approach will prioritize more affordable accommodation options across key destinations, including pilgrimage hubs. “We want to ensure that visitors whether they come for leisure or pilgrimage have access to diversified price points,” Al-Khateeb stated, as quoted by Reuters .

The kingdom’s hospitality sector, previously centered on premium resorts and high-end urban developments, will now include mid-range hotels, budget-friendly lodging, and wider transportation alternatives. According to Reuters, the policy shift is designed to attract millions of additional visitors annually, particularly those traveling to Mecca and Medina, where accommodation costs often surge during the Hajj and Umrah seasons .

Al-Khateeb emphasized that the government aims to maintain high-quality service standards while opening the market to a broader global audience. “Our goal is to balance quality and affordability. Tourism should be inclusive, not exclusive,” he said.

The strategic pivot also supports Saudi Arabia’s ambition to become one of the world’s top tourism destinations by 2030. The government previously set a target of welcoming 150 million visitors per year, a figure considered ambitious by regional analysts. Expanding the visitor base is seen as essential to achieving those numbers, especially amid increasing competition from regional tourism hubs like the UAE, Oman, and Qatar.

Economists note that the shift may help Saudi Arabia mitigate the risks of relying heavily on luxury tourism, particularly during periods of global economic slowdown when middle-income travelers continue to dominate tourism flows. Dr. Lina Farouq, a Middle East tourism analyst, said the kingdom’s recalibration aligns with global trends. “Destinations worldwide are broadening their audience segments. Saudi’s move is pragmatic and in line with international market realities,” she explained.

In the long term, Saudi Arabia’s revised strategy is expected to expand its tourism revenue base, strengthen non-oil economic diversification, and enhance cultural exchange with a broader spectrum of international travelers. Industry observers will be watching closely how this policy shift reshapes visitor perceptions and inflow patterns over the next five years.