WTM Spotlight Riyadh highlights new strategies to develop Saudi outbound demand
Destination and travel brands seeking a greater
share of Saudi Arabia’s high-value outbound market need to look beyond awareness and focus
on the factors that ultimately convert traveller interest into bookings, according to industry leaders
speaking at WTM Spotlight Riyadh.
Market Opportunity
- Saudi Arabia’s outbound travel market is currently valued at US$35 billion, with projections to exceed US$60 billion by 2030–2034.
- This growth is driven by a young population (70% under 35) and spending power per traveller ~11x the global average.
Booking Influences
- Word of mouth and personal recommendations are key drivers of interest.
- Conversion into bookings requires a 360-degree travel experience: airline capacity, accessible content, relevant experiences, and competitive pricing.
- Privacy & family space are critical—Saudi families prefer suites and larger units to stay together comfortably.
Emerging Destinations
- Rising interest in Switzerland, Türkiye, Malaysia, Singapore, and Indonesia, influenced by visa ease, direct connectivity, cultural accessibility, and experience-led travel.
- China is predicted to become a major outbound destination, especially for business, education, and wellness tourism.
Industry Voices
- Faisal Alrajhi (almatar): Emphasized the importance of word of mouth and holistic travel propositions.
- Turab Saleem (Perfetti Hospitality): Highlighted cultural expectations around privacy and family space.
- Danielle Curtis (RX Global): Stressed that destinations must go beyond recognizing spending power to truly understand Saudi values and expectations.
Strategic Context
- Sessions also explored tourism careers, skills, and leadership development to support Vision 2030.
- Saudi Arabia is positioning itself as both a source market and a global tourism hub, connecting local and international travel communities.
This paints Saudi Arabia as one of the world’s most influential outbound travel markets, with unique cultural expectations and premium spending habits.
