Saudi Arabia’s tourism sector is experiencing a dynamic shift — and it’s thanks in large part to Gen Z travellers. From ancient AlUla to Red Sea future-proof developments, Saudis of the younger generation are discovering local hotspots, sharing their escapades on social media and rewriting the rulebook on exploring their own nation.
Instead of traveling overseas, young Saudis are increasingly choosing local escapes, spurred by an emerging nationalism around culture, values of sustainability, and carefully crafted experiences that align with international travel trends. Social media sites such as Instagram and TikTok are increasingly central, making scenic destinations go viral as must-sees.
Tourism authorities are eager to capitalize on this youth-led momentum. With Vision 2030 in mind, Saudi Arabia is quickly investing in travel infrastructure — from glamping resorts to digital nomad centers — that caters to the preferences of digitally literate and socially aware Gen Z travelers.
These places such as NEOM, AlUla, the Red Sea, and Riyadh Season festivals are transforming into lifestyle declarations. For younger travelers, domestic tourism is not merely about flight; it’s about identity, expression, and belonging to Saudi Arabia’s narrative as an emerging global destination.
