WTM Spotlight Riyadh puts communities and heritage at the heart of Saudi Arabia’s experience economy

Saudi Arabia has an opportunity to establish a new benchmark for experience-led tourism by placing its communities, culture and heritage at the centre of destination development, tourism leaders said today at WTM Spotlight Riyadh.

Key Theme
Saudi Arabia has a unique opportunity to set a new benchmark for experience-led tourism by placing communities, culture, and heritage at the center of destination development. This aligns with the Kingdom’s Vision 2030 diversification goals.

Community Tourism Insights
- Five priorities for success (UN Tourism):
1. Local value creation
2. Safeguarding traditions & cultural identity
3. Environmental stewardship
4. Strong institutional coordination
5. Market readiness & access
- AlUla as a model: Community participation embedded across heritage, culture, creative industries, sport, handicrafts, and innovation.
- Hospitality tradition: HiHome highlighted how Saudi generosity can evolve into a sustainable visitor economy.

Experience Economy
- Focus on authenticity: Experiences should be designed around what makes “Saudi, Saudi”—its people, food, heritage, and stories.
- Blend ancient heritage with modern entertainment, hospitality, and technology.
- Collaboration between communities, government, and private sector ensures tourism investment translates into lasting economic value.

Economic Context
- In 2025, Saudi Arabia welcomed 123 million visitors, generating SAR304 billion in tourism spending.
- Growth in visitor numbers highlights the need to balance development with preservation of culture and natural assets.

This conversation at WTM Spotlight Riyadh underscores how Saudi Arabia is positioning itself not just as a destination, but as a global case study in community-driven tourism development.