In recent years, Saudi Arabia has undergone a dramatic transformation, and the world is starting to take notice.
With tourism figures more than doubling in just two years, this Middle Eastern gem is being hailed as the new Dubai – and it’s not hard to see why.
A Rising Star in Global Tourism
Once considered a destination primarily for religious pilgrims, Saudi Arabia is now opening its doors to international holidaymakers.
The kingdom welcomed an impressive 30 million visitors in 2024, compared to just 16.4 million in 2022. This rapid growth has put it firmly on the map as one of the most exciting emerging destinations for travellers worldwide.
Under the leadership of Crown Prince Mohammed bin Salman, Saudi Arabia’s Vision 2030 initiative is reshaping the country’s future.
Designed to diversify its oil-reliant economy, the plan has prioritised tourism development, investing billions into infrastructure, entertainment, and natural conservation.
Why Saudi Arabia is Being Called the ‘New Dubai’
The label new Dubai is more than just a catchy nickname. Like the UAE’s most famous city, Saudi Arabia offers an alluring blend of luxury, innovation and tradition.
New resorts along the Red Sea coast feature pristine beaches and five-star amenities, rivalling anything found in the Emirates. Meanwhile, cities such as Riyadh and Jeddah are fast becoming hubs of art, fashion and culinary creativity.
Beyond the glamour, Saudi Arabia offers travellers something Dubai cannot – unspoilt nature and ancient culture. From the dramatic rock formations of AlUla to the crystal-clear waters of the Red Sea, there’s a wealth of experiences waiting to be discovered.
Crystal Clear Waters and Adventure Await
Saudi Arabia’s Red Sea coastline is emerging as a world-class destination for diving and marine exploration.
With coral reefs untouched by mass tourism, this region offers a more authentic and exclusive experience than many established beach hotspots.
Plans for luxury eco-resorts, including the Red Sea Project, are already attracting interest from British tourists looking for something new.
Events, Sports and Culture in the Global Spotlight
The country’s cultural renaissance is extending into sport and entertainment.
Formula 1 races have been held in Jeddah since 2021, while major boxing matches, including bouts featuring Tyson Fury and Oleksandr Usyk, have drawn global attention.
These events signal Saudi Arabia’s ambition to become a leading venue for world-class entertainment.
