Published on
November 15, 2025
Thailand Joins Japan, South Korea, Indonesia, Malaysia, India and More as Saudi Arabia’s Strategic Tourism Surge in Asia Drives Innovation, Connectivity, and Growth for Vision 2030. As part of its ambitious Vision 2030 objectives, Saudi Arabia is intensifying efforts to attract travelers from key Asian markets, capitalizing on the region’s growing outbound tourism. By targeting countries such as Thailand, Japan, South Korea, Indonesia, Malaysia, and India, the Kingdom is focusing on expanding air connectivity, enhancing mid-range accommodation options, and offering tailored travel experiences. These strategic moves are designed to align with the expectations of Asian travelers, tapping into a rising demand for sustainable, culturally immersive, and technologically-driven tourism experiences, while positioning Saudi Arabia as a global hub for diverse tourism opportunities.
Saudi Arabia is doubling down on its efforts to attract travelers from key Asian markets as part of its broader strategy to diversify the economy and reinforce its position as a global tourism hub. With a vision set firmly on expanding its tourism sector, the Kingdom is focusing on strategic markets in Asia, including Japan, South Korea, Indonesia, Malaysia, India, Thailand, and several others, to drive its ambitious Vision 2030 goals. This vision, which aims to position tourism as a key driver of the economy, relies on engagement, partnerships, and technological innovation to meet the expectations of travelers in these regions.
This push was officially launched at the inaugural TOURISE platform summit in Riyadh, held from November 11 to 13, 2025, which gathered ministers, business leaders, and innovators from across the globe. The summit aimed to accelerate tourism’s transformation into a more connected, sustainable, and technology-driven sector. The launch of the initiative came on the heels of the 50th United Nations World Tourism Organization (UNWTO) General Assembly, where Saudi Arabia reinforced its commitment to driving sustainable tourism and improving global tourism connectivity.
The country’s Tourism Minister and Chairman of TOURISE, Ahmed Al Khateeb, emphasized the importance of aligning Saudi Arabia’s tourism offerings with the expectations of Asian travelers. With a growing focus on experience-driven travel, the Kingdom is keen on attracting a more diverse range of tourists, from leisure visitors to business travelers and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, as part of its goal to create a well-rounded and resilient tourism ecosystem.
In order to effectively target Asian markets, Saudi Arabia is improving air connectivity, facilitating easier mobility, and expanding accommodation options, particularly in the mid-range sector. These strategic efforts are expected to resonate with travelers from Asia, who are increasingly seeking affordable yet high-quality travel experiences that align with their interests and needs.
Key Asian Markets Targeted by Saudi Arabia’s Tourism Efforts
Saudi Arabia’s tourism strategy is not just about numbers; it’s about forging meaningful connections with key regions and capitalizing on emerging trends in tourism. The Kingdom has identified specific countries within Asia that hold immense potential for bolstering tourism arrivals and supporting its Vision 2030 objectives. The following countries are at the forefront of Saudi Arabia’s tourism strategy in Asia:
JapanSouth KoreaIndonesiaMalaysiaIndiaThailandChinaSingapore
Each of these countries represents an important segment of the global tourism landscape, and Saudi Arabia is aiming to cater to their diverse travel preferences, offering everything from luxury experiences to more accessible, budget-friendly options.
Japan
Japan is one of the world’s most influential tourism markets, with a high demand for both leisure and business travel. Saudi Arabia has long had historical and economic ties with Japan, and the Kingdom is leveraging these connections to attract Japanese visitors. The focus is on expanding air connectivity between Japan and Saudi Arabia and offering exclusive, culturally immersive experiences in destinations like Riyadh, Jeddah, and the Red Sea coast. Additionally, Saudi Arabia aims to align its offerings with Japan’s growing interest in sustainable and nature-based travel, offering eco-friendly resorts, green tourism initiatives, and historical tours.
South Korea
South Korea represents another highly significant market for Saudi tourism. With its booming entertainment and cultural export industry, Saudi Arabia sees opportunities to attract South Korean tourists interested in cultural exchange, business tourism, and leisure. South Korea’s younger, tech-savvy population is expected to respond well to Saudi Arabia’s focus on innovation and modern tourism experiences, such as the ambitious Red Sea Project, which promises luxury resorts, entertainment, and leisure experiences like no other.
Indonesia
Indonesia is one of the largest and most dynamic countries in Southeast Asia, and it plays a critical role in Saudi Arabia’s tourism plans. With a growing middle class, Indonesia offers a pool of potential tourists who are seeking international travel experiences. Saudi Arabia is focusing on the Muslim demographic, offering tailored services such as halal tourism, religious travel packages, and visits to Mecca and Medina for Umrah and Hajj pilgrimages. Indonesia’s interest in outbound tourism is expanding rapidly, and Saudi Arabia hopes to tap into this by creating targeted travel packages and increasing accessibility through improved air routes.
Malaysia
Malaysia, with its established tourism infrastructure and diverse population, represents a key market for Saudi Arabia’s tourism sector. The Kingdom is keen on attracting Malaysian travelers by offering customized experiences that cater to their interests, whether it’s exploring Saudi Arabia’s rich history, shopping in luxury malls, or experiencing traditional Saudi Arabian cuisine. Additionally, Malaysia’s strong air connectivity to the Middle East through airlines like Malaysia Airlines and AirAsia makes it easier for travelers to visit Saudi Arabia, positioning the Kingdom as 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 the affluent 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 further enhance this by offering a broader range of experiences, including adventure tourism, wellness retreats, and modern, luxurious resort options. Furthermore, with the large Indian diaspora in Saudi Arabia, the country sees tremendous potential to deepen cultural and tourism ties, expanding its appeal to both India’s inbound and outbound travelers.
Thailand
Thailand has long been a hub for international tourism in Asia, and Saudi Arabia is now looking to attract Thai visitors by offering innovative and culturally immersive travel experiences. With 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 what is available in traditional Southeast Asian destinations. Additionally, Saudi Arabia is enhancing flight connections to key Thai cities like Bangkok and Phuket, making it easier for travelers to access the Kingdom.
China
As the world’s largest tourism market, China presents a massive opportunity for Saudi Arabia. The Kingdom is aligning its tourism offerings with Chinese travelers’ desires for luxury, authenticity, and modern attractions. To draw Chinese tourists, Saudi Arabia is leveraging its strategic partnerships with Chinese airlines, launching direct flights, and offering seamless travel experiences. Additionally, Saudi Arabia is focusing on China’s growing interest in eco-tourism and cultural heritage, emphasizing the Kingdom’s unique historical and natural attractions, such as its UNESCO World Heritage sites and the vast desert landscapes.
Singapore
Singapore’s status as a global travel hub makes it a significant market for Saudi Arabia’s tourism efforts. With high levels of outbound tourism, Saudi Arabia aims to attract Singaporean travelers seeking both luxury and cultural experiences. The Kingdom is focusing on Singapore’s affluent population, offering exclusive travel packages to attractions like the Red Sea Project and luxury resorts in the capital cities. Singapore’s well-developed travel infrastructure also means that Saudi Arabia can effectively promote itself as an easy and convenient destination for both short-term and long-term visits.
Strategic Tourism Developments to Attract Asian Travelers
To better serve Asian markets, Saudi Arabia is not only enhancing flight connectivity but also focusing on the modernization of its tourism infrastructure. Key developments include:
Enhanced Air Connectivity: Saudi Arabia has worked to expand flight routes to and from Asia. Direct flights between Riyadh, Jeddah, and major Asian hubs like Tokyo, Seoul, Jakarta, and Singapore have made it easier for tourists to visit the Kingdom.Mid-Range Accommodation Options: The demand for affordable yet high-quality accommodation options is growing, and Saudi Arabia is expanding its mid-range offerings, catering to a wide range of tourists, from budget-conscious travelers to families seeking a memorable vacation experience.Halal Tourism: Saudi Arabia continues to cater to the Muslim-majority countries in Asia by offering specialized travel experiences for halal-conscious tourists. This includes everything from halal food offerings to prayer facilities and specialized travel itineraries.Tech-Driven Solutions: Saudi Arabia is embracing technology to make travel more seamless. This includes improved booking systems, digital tourism platforms, and innovations such as AI-powered travel assistants to enhance the customer experience.Cultural Experiences and Heritage Sites: For travelers from culturally rich regions like Asia, Saudi Arabia is offering immersive experiences centered around its history, architecture, and cultural heritage. With recent investments in the Al-Ula and Diriyah regions, the Kingdom is set to become a top destination for history lovers and cultural enthusiasts.The Future of Saudi Arabia’s Tourism Industry
Saudi Arabia’s Vision 2030 lays out a bold plan for tourism growth, aiming to increase the sector’s contribution to the nation’s GDP and create new jobs. This expanded focus on Asia as a key source market represents just one facet of the Kingdom’s broader tourism strategy. By attracting visitors from high-growth regions like Southeast Asia and East Asia, Saudi Arabia is positioning itself as a world-class tourism destination with something to offer every kind of traveler.
Thailand Joins Japan, South Korea, Indonesia, Malaysia, India and More as Saudi Arabia’s Strategic Tourism Surge in Asia Drives Innovation, Connectivity, and Growth for Vision 2030. Saudi Arabia is expanding its tourism outreach to key Asian markets, enhancing air connectivity and offering tailored travel experiences to meet the rising demand for sustainable and immersive travel, all in line with its Vision 2030 goals to boost economic diversification.
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.
