UN Tourism: Saudi Arabia Poised to Lead Global Wellness Travel
Saudi Arabia Set to Take the Lead in Middle Eastern Wellness Tourism, According to UN Tourism
Saudi Arabia’s abundant natural environment, rich history, and continued tourism investments provide the country with high prospect to become a top destination for wellness tourism in the region, UN Tourism officials say.
Addressing a job and wellness tourism workshop organized at the UN Tourism regional office in Riyadh, senior program officer for market intelligence Michel Julian said travel experiences centered on health and wellbeing have become much in demand since the COVID-19 pandemic.
What most tourists are looking for nowadays is authenticity, that local flavor, and opportunity to give back at their destination,” Julian stated. He underscored the need for robust policies, infrastructure, and strategies to support growth in the industry.
Middle East Leads Global Tourism Recovery
Based on the most recent World Tourism Barometer, international tourist arrivals returned to 1.5 billion in 2024, in line with pre-pandemic levels. The Middle East had the strongest recovery globally, exceeding 2019 levels by 41 percent in 2024 and continuing growth into 2025, with arrivals increasing by 29 percent in the first six months of the year.
Tourism export revenues increased to $2 trillion internationally, with the industry’s direct contribution to GDP at $3.4 trillion by 2023.
Saudi Arabia’s Vision and Investment
Julian emphasized Saudi Arabia’s massive investment in hospitality and real estate developments that include wellness as a “big positive step” towards diversifying tourism and creating long-term revenue. He also underlined the need to tie wellness tourism to sustainability, climate action, and social inclusion.
“Wellness tourism is all about enhancing quality of life for all and contributing directly to the UN Sustainable Development Goals,” he said. “Local communities have to be at the heart of every policy so that they also gain benefits.”
Regional Opportunities
Samer Al-Kharashi, head of the UN Tourism regional office for the Middle East, shared the belief that the region has all the ingredients to take the lead in wellness tourism. “There is a great deal of history, culture, and natural resources here,” he said in an interview with Arab News. “What is required is clear policy, regional cooperation, and political will.”
He indicated that wellness could be combined with gastronomy and agritourism to provide more enhancing visitor experiences, citing Saudi gigaprojects like AlUla, the Red Sea, Neom, and Asir as a demonstration of the Kingdom’s increasing commitment.
A Pillar of Vision 2030
With Saudi Arabia aiming for 150 million tourists by 2030, diversification is likely to see wellness tourism play a significant part. Riyadh is already vying to become a health and wellness hub, and private sector investment in resorts and hotels built to cater to wellness is on the increase.
Every Saudi destination provides a different wellness experience either in the desert, on the coast, or in the mountains,” Al-Kharashi said. “It is a highly appealing and lucrative sector, both promoting Vision 2030 and the UN’s sustainable development strategy.”
