Saudi Arabia Targets 150 Million Visitors by 2030

Saudi Arabia has launched a new global tourism campaign aimed at attracting 150 million visitors annually by 2030, raising its ambitions from an earlier target of 100 million. The campaign, titled "I Came for Football, I Stayed for More," runs under the Kingdom's tourism brand "Saudi, Welcome to Arabia."

The 150-million target covers both domestic and international travel, with the international share expected to reach roughly 70 to 75 million visitors. Reported tourism totals for 2025 stood at around 122 to 123 million visitors and tourism trips, placing the Kingdom well on its path toward the 2030 goal.

The campaign highlights Saudi Arabia's sports scene alongside its culture, entertainment, fashion, and year-round calendar of events. It features global football star Cristiano Ronaldo and is directed primarily at travelers in Europe, India, and China. Since 2018, the Kingdom has hosted more than 100 major international events across sport, culture, and entertainment.

Why it matters

For residents and expats across the Kingdom, the tourism push means more international visitors, expanded entertainment options, and continued investment in attractions, hospitality, and events throughout the year. The growth of tourism is a key pillar of رؤية السعودية 2030, as the Kingdom works to diversify its economy and position itself as a leading global destination.

By connecting its football profile to wider cultural and lifestyle experiences, the campaign aims to encourage visitors arriving for sporting events to extend their stay and explore more of what the country offers.

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