Published November 15, 2025
Thailand joins the likes of Japan, South Korea, Indonesia, Malaysia and India as Saudi Arabia’s surge in strategic tourism in Asia drives innovation, connectivity and growth towards Vision 2030. As part of its ambitious Vision 2030 goals, Saudi Arabia is stepping up efforts to capitalize on the region’s growing outbound tourism and attract travelers from major Asian markets. By targeting countries such as Thailand, Japan, South Korea, Indonesia, Malaysia, and India, Saudi Arabia is focused on expanding air connectivity, enhancing mid-priced accommodation options, and offering customized travel experiences. These strategic moves are designed to align with Asian traveler expectations and capitalize on the growing demand for sustainable, culturally immersive and technology-driven tourism experiences, while positioning Saudi Arabia as a global hub for diverse tourism opportunities.
Saudi Arabia is stepping up efforts to attract tourists from key Asian markets as part of a broader strategy to diversify its economy and strengthen its position as a global tourism hub. With a firm vision to expand its tourism sector, Saudi Arabia is focusing on strategic markets in Asia, including Japan, South Korea, Indonesia, Malaysia, India, Thailand, etc., to advance its ambitious Vision 2030 goals. This vision aims to position tourism as a key economic driver and relies on engagement, partnerships and innovation to meet the expectations of travelers in these regions.
The initiative was officially launched at the 1st TOURISE Platform Summit held in Riyadh from 11 to 13 November 2025, bringing together ministers, business leaders and innovators from around the world. The summit aimed to accelerate the transformation of tourism into a more connected, sustainable and technology-driven sector. The launch of this initiative comes on the heels of the 50th United Nations World Tourism Organization (UNWTO) General Assembly, where Saudi Arabia strengthened its commitment to promoting sustainable tourism and improving global tourism partnerships.
Ahmed Al Khateeb, the country’s Minister of Tourism and Chairman of TOURISE, emphasized the importance of aligning Saudi Arabia’s tourism services with the expectations of Asian travelers. With increasing focus on experiential travel, the Kingdom is working hard to attract a more diverse range of tourists, from leisure travelers to business travelers and MICE (Meetings, Incentives, Conferences and Exhibitions) tourism, as part of its goal to build a balanced and resilient tourism ecosystem.
To effectively target the Asian market, Saudi Arabia is improving air connectivity, easing movement and expanding accommodation options, especially in the mid-range. These strategic initiatives are expected to resonate with travelers from Asia, who are increasingly seeking affordable yet high-quality travel experiences tailored to their interests and needs.
Key Asian markets targeted by Saudi tourism efforts
Saudi Arabia’s tourism strategy is not just about numbers. It’s about building meaningful connections with key regions and capitalizing on new trends in tourism. Saudi Arabia has identified specific countries within Asia that have immense potential to boost tourist inflows and support Vision 2030 goals. The following countries are at the forefront of Saudi Arabia’s Asian tourism strategy:
Japan Korea Indonesia Malaysia India Thailand China Singapore
These countries represent an important part of the global tourism landscape, and Saudi Arabia aims to cater to diverse travel preferences, offering everything from luxury experiences to more accessible and budget-friendly options.
Japan
Japan is one of the most influential tourism markets in the world, with high demand for both leisure and business travel. Saudi Arabia has long-standing historical and economic ties with Japan, and Saudi Arabia is leveraging these ties to attract Japanese tourists. We are focused on expanding air connectivity between Japan and Saudi Arabia and offering exclusive and culturally immersive experiences in destinations such as Riyadh, Jeddah and the Red Sea coast. Additionally, Saudi Arabia aims to match Japan’s growing interest in sustainable and nature-based travel by offering eco-friendly resorts, green tourism initiatives, and historical tours.
South Korea
South Korea represents another very important market for Saudi tourism. Saudi Arabia sees a booming entertainment and cultural export industry and an opportunity to attract Korean tourists interested in cultural exchange, business tourism and leisure. South Korea’s young, tech-savvy population is expected to respond well to Saudi Arabia’s focus on innovation and modern tourism experiences, including its ambitious Red Sea project that promises exclusive luxury resorts, entertainment and leisure experiences.
Indonesia
Indonesia is one of the largest and most dynamic countries in Southeast Asia and plays an important role in Saudi Arabia’s tourism plans. With a growing middle class, Indonesia has a large pool of potential tourists looking for international travel experiences. Saudi Arabia focuses on the Muslim demographic, offering customized services such as halal tourism, religious travel packages, and visits to Mecca and Medina for Umrah and Hajj. Indonesia’s interest in outbound tourism is growing rapidly, and Saudi Arabia hopes to capitalize on this by creating targeted travel packages and increasing accessibility through improved air links.
Malaysia
With its established tourism infrastructure and diverse population, Malaysia represents an important market for Saudi Arabia’s tourism sector. Saudi Arabia is keen to attract Malaysian travelers by offering customized experiences tailored to their interests, such as exploring Saudi Arabia’s rich history, shopping in luxury malls, and experiencing traditional Saudi cuisine. Additionally, Malaysia’s excellent air connections to the Middle East through airlines such as Malaysia Airlines and AirAsia make it easy for travelers to visit Saudi Arabia, making it a convenient and attractive destination for both business and leisure.
India
India is one of the world’s fastest growing travel markets, and Saudi Arabia is looking to capitalize on this by focusing on its wealthy and growing middle class. Saudi Arabia is already a popular destination for Indian travelers seeking religious and cultural experiences. The country’s Vision 2030 strategy aims to build on this by offering a wider range of experiences, including adventure tourism, wellness retreats and modern luxury resort options. Additionally, as Saudi Arabia has a large Indian diaspora, we believe the country has great potential to deepen cultural and tourism ties and expand its appeal to both inbound and outbound Indian travelers.
Thailand
Thailand has long been Asia’s international tourism hub, and Saudi Arabia is now aiming to attract Thai tourists by offering innovative and culturally immersive travel experiences. In Thailand’s tourism industry, known for its diverse offerings from beach resorts to cultural experiences, Saudi Arabia is positioning itself as a complementary destination, especially for travelers looking for a different experience from traditional Southeast Asian destinations. In addition, Saudi Arabia has strengthened its air connections to major Thai cities such as Bangkok and Phuket, making it easier for travelers to access the kingdom.
China
As the world’s largest tourism market, China presents huge opportunities for Saudi Arabia. Saudi Arabia offers tourism services tailored to Chinese travelers’ desire for luxury, authenticity, and modern tourist attractions. To attract Chinese tourists, Saudi Arabia is leveraging strategic partnerships with Chinese airlines to offer direct flights and a seamless travel experience. Additionally, Saudi Arabia focuses on China’s growing interest in ecotourism and cultural heritage, highlighting the kingdom’s unique historical and natural attractions, including UNESCO World Heritage Sites and vast desert landscapes.
Singapore
Singapore’s status as a global travel hub makes it an important market for Saudi tourism. Saudi Arabia has high levels of outbound tourism and aims to attract Singaporean travelers seeking both luxury and cultural experiences. Saudi Arabia is focusing on wealthy Singaporeans, offering exclusive travel packages to tourist attractions such as the Red Sea Project and the capital’s luxury resorts. Singapore’s well-developed travel infrastructure also means that Saudi Arabia can be effectively promoted as an easy and convenient destination for both short and long-term visits.
Strategic tourism development to attract Asian travelers
To better serve the Asian market, Saudi Arabia is not only strengthening its air connectivity but also focusing on modernizing its tourism infrastructure. The main development contents are as follows.
Strengthening air connectivity: Saudi Arabia is working to expand air routes to and from Asia. Direct flights between Riyadh and Jeddah and major Asian hubs such as Tokyo, Seoul, Jakarta and Singapore have made it easier for tourists to visit Saudi Arabia. Mid-priced accommodation options: With the growing demand for affordable yet high-quality accommodation options, Saudi Arabia is expanding its mid-priced accommodation options to cater to a wide range of tourists, from budget travelers to families looking for a memorable vacation experience. Visit Muslim-majority countries in Asia by providing travel experiences tailored specifically for Halal-conscious travelers. This includes everything from providing halal food to places of worship and special travel itineraries. Technology-driven solutions: Saudi Arabia is implementing technology to make travel more seamless. This includes innovations such as improved reservation systems, digital tourism platforms, and AI-powered travel assistants that enhance the customer experience. Cultural Experiences and Heritage: For travelers from culturally rich regions such as Asia, Saudi Arabia offers immersive experiences centered around history, architecture, and cultural heritage. Recent investments in the AlUla and Diriyah regions are poised to make Saudi Arabia a top destination for history and culture buffs.
The future of Saudi Arabia’s tourism industry
Saudi Arabia’s Vision 2030 sets out bold plans for tourism growth, aiming to increase the sector’s contribution to gross domestic product (GDP) and create new jobs. The growing focus on Asia as a major source market is just one aspect of Saudi Arabia’s broader tourism strategy. By attracting travelers from high-growth regions such as Southeast Asia and East Asia, Saudi Arabia has established itself as a world-class tourist destination that offers something for every type of traveler.
Thailand joins the likes of Japan, South Korea, Indonesia, Malaysia and India as Saudi Arabia’s strategic tourism surge in Asia drives innovation, connectivity and growth towards Vision 2030. In line with Vision 2030’s goals of promoting economic diversification, Saudi Arabia is increasing tourism support to key markets in Asia, strengthening air connectivity, and providing customized travel experiences in line with the growing demand for sustainable and immersive travel.
As Saudi Arabia continues to invest in infrastructure, partnerships and sustainable tourism initiatives, it will play a central role in shaping the future of global tourism, creating new opportunities for businesses, communities and travelers alike.
