Saudi Arabia ramps up its calendar of sports events
ITB Berlin News caught up with the Saudi Tourism Authority’s CEO Fahd Hamidaddin to find out how Saudi is developing its sports tourism sector with an increasing number of international events
Key milestones in the destination’s sports tourism journey include the Formula 1 in Jeddah, the WTA Finals, the inaugural Olympic Esports Games in 2027, and the 2034 FIFA World Cup.
Can you discuss the growth opportunities available within Saudi’s tourism sector? Specifically, what does the sector look like today and where do you see it in the next five years?
Saudi has cemented its position as the Heart of Arabia, an authentic, welcoming, and diverse destination that offers new and unique experiences to visitors. In the first three quarters of 2024, we welcomed 85.5 million international and domestic tourists across the country. To meet this surging demand, Saudi’s aviation sector is rapidly expanding. In 2024, passenger numbers soared to 128 million, marking a 15% increase from 2023. This is supported by the latest UN Tourism report, which shows Saudi moving up 15 places to rank 12th in global tourist spending for 2023, the largest jump among the top 50 countries.
Furthermore, Saudi climbed nine spots to rank 41 on the WEF’s Travel & Tourism Development Index report last year, the most significant improvement in the MENA region. We are confident that this positive trajectory will continue. We are also building the foundation for hosting 150 million annual visitors by 2030.
In what ways do you see the sports sector contributing to the overall growth of Saudi’s tourism sector?
Saudi has already hosted over 100 major international sporting events, including the Formula 1 Saudi Arabian Grand Prix, the Dakar Rally, the Spanish and Italian Super Cups, WWE, UFC, and the inaugural Esports World Cup. These events are attracting more visitors, creating new partnerships, and opening up more investment opportunities in accommodation, hospitality, and infrastructure. My message to the travel and tourism trade is to seize this exciting trend and work with us to accelerate momentum, unlock new investment and innovation opportunities, and attract new travellers in one of the fastest-growing market segments.
Could you highlight some major sports events we can look forward to?
This year, we will once again host the Formula 1 in Jeddah and are excited to host major tournaments, including the WTA Finals, one of the biggest events in the women’s tennis calendar. Looking ahead, we also have the inaugural Olympic Esports Games in 2027, the 2027 AFC Asian Cup, the 2029 Asian Winter Games, and the 2034 Asian Games. We have, of course, also been entrusted to host the 2034 FIFA World Cup. Saudi is the first single country to host a 48-team FIFA World Cup, Saudi Arabia will welcome more fans from more countries in one place than ever before.
With the FIFA World Cup 2034, what kind of impact do you anticipate for the tourism sector?
The 2034 FIFA World Cup will have a positive impact on tourism in Saudi. It will be a remarkable experience for the Saudi people. They will not only be thrilled by the games themselves but also take pride in being warm and welcoming hosts. Our 15 stadiums will have the capacity to host millions of fans during the tournament. With expanding air connectivity and streamlined visa processes, visiting Saudi has never been easier—66 countries are now eligible for an e-Visa, and travellers can take advantage of a free 96-hour Stopover Visa.
Inviting for female travellers
Saudi Arabia offers a diverse range of destinations. Visitors can explore vibrant cities like Riyadh and Jeddah, experience the pristine beauty of the Saudi Red Sea, or immerse themselves in the rich cultural tapestry of Rijal Heritage Village. Saudi Arabia also has eight UNESCO World Heritage Sites, including AlUla and Diriyah. “These national treasures are particularly attractive to female travellers– 44% of visitors in the first half of last year were women,” says Mr Hamidaddin. “It’s not surprising given that we are consistently ranked as the safest country among the G20.”
