Wellness tourism – a rising force in Saudi Arabia’s Vision 2030

RIYADH: Tourism is a critical part of Saudi Arabia’s Vision 2030 diversification initiative, but far from solely relying on its rich heritage to attract visitors, the Kingdom is utilizing pioneering technology to bring the past to life and help deliver an economy for the future.

One of the key pillars of the government’s aim to move Saudi Arabia away from its reliance on oil revenues is to establish the Kingdom as a global tourism hub and increase the sector’s gross domestic product contribution from 3 percent to 10 percent.

Vision 2030’s initial visitor target was 100 million a year by the end of the decade, but after surpassing that milestone seven years ahead of schedule, the ambition has now grown to 150 million.

While modern tourism attractions — such as Expo 2030 and global sports events — have a key role, utilizing the Kingdom’s heritage also has a huge role to play in attracting tourists and fueling long-term growth.

Experts have told Arab News that the Kingdom is blending this offering with cutting-edge technologies such as artificial intelligence, virtual reality, and augmented reality to redefine tourism.

From immersive historical reconstructions to personalized AI-driven tours, the Kingdom is setting a global benchmark for experiential and sustainable travel.

According to Bain and Co.’s Sami Abdul Rahman and Joachim Allerup, given the country’s young and digitally savvy population, the tourism sector is increasingly embracing gamification to make heritage sites more engaging and interactive.

“VR is being used to reconstruct ancient civilizations, allowing visitors to explore these locations as they once were, while AI personalizes tours based on visitors’ preferences, providing tailored insights and recommendations,” Abdul Rahman and Allerup said in a joint statement.

“Interactive AR overlays further enrich the experience by offering real-time information about artifacts and historical events. These innovations do not merely serve as entertainment but function as powerful educational tools, fostering a deeper connection between visitors and Saudi Arabia’s rich cultural heritage,” they added.

The partners went on to highlight that the combination of digital technology and traditional storytelling ensures that historical sites remain relevant and captivating for modern audiences.

Maite Grau Garvin, principal at Arthur D. Little Middle East, shed light on how through AR virtual tours, interactive exhibits and VR powered reconstructions, visitors can explore Diriyah’s rich heritage and historic Najdi architecture in a way that is both engaging and immersive, far beyond the traditional experience.

“Films and digital storytelling further enrich the experience, narrating the region’s deep-rooted history and cultural significance. Diriyah’s visitors can also interact with AI chatbots and voice assistants that deliver customized insights into Najdi architecture, key historical figures, and significant events,” Garvin said.

She added: “In AlUla, technology is transforming the way visitors experience Hegra, the ancient Nabataean site and Saudi Arabia’s first UNESCO World Heritage Site. AR experiences allow visitors to use smartphones or wearable smart glasses to overlay digital reconstructions of holograms, tombs, and inscriptions, bringing the site’s history to life like never before.”

The principal went on to say that these innovations represent a significant step forward in heritage tourism, allowing visitors to not only observe history but engage with it in an immersive and interactive manner.

“By seamlessly integrating AI, VR, and AR, Saudi Arabia isn’t just preserving its history — it’s bringing it to life, setting a new global benchmark for experiential tourism,” Garvin added.

Smart cities harmonizing with Saudi history 

NEOM is at the heart of Saudi Arabia’s Vision 2030, bringing together sustainability, automation, and cultural heritage to create unique tourism experiences. The smart city has over 900 heritage sites, including Nabataean tombs, ancient inscriptions and cultural landmarks.

From ADL’s perspective, unlike traditional tour experiences, where history is something you just observe, NEOM makes it interactive. Visitors will be able to experience them through immersive storytelling, digital reconstructions, and guided smart tours.

“Their entire tourism model is built around renewable energy-powered transport, smart visitor flow management, and low-impact exploration. Whether it’s electric shuttles through heritage zones or AI-driven crowd control, the goal is to preserve cultural landmarks while making them seamlessly accessible,” Garvin said.

She added: “NEOM’s regenerative tourism model also protects and regenerates 95 percent of its land for nature, allowing visitors to explore heritage sites while engaging with the natural landscapes that have shaped Saudi culture for centuries.”

The ADL partner also highlighted how NEOM is redefining eco-friendly luxury in hospitality by creating carbon-neutral, renewable energy-powered hotels that blend seamlessly with the environment. Advanced water recycling, smart energy grids, and AI-driven sustainability efforts ensure minimal ecological impact.

“These initiatives, among many other, help ensure that Saudi Arabia’s history is not lost in its rapid modernization but instead enhanced through smart, sustainable tourism infrastructure ensuring world-class travel experience for generations to come,” Garvin added.

Effect of developments like Diriyah and AlUla on Saudi Arabia 

Developments like Diriyah and AlUla give Saudi Arabia a clear edge when it comes to attracting tourists.

Garvin explained that while many countries have iconic historical sites, Saudi Arabia is creating something novel — immersive, technologically enabled, and sustainably developed heritage destinations that are purpose-built for 21st-century travelers.

“AlUla’s integration of AR and digital storytelling, and Diriyah’s AI-driven visitor engagement, are raising the bar for how history is experienced. Add to that the quality of infrastructure, transport, and hospitality now emerging in these locations, which is further supporting Saudi establish itself as a major player on the global tourism stage — especially for culturally curious and experience-driven travelers,” she said.

The principal added that these projects, particularly when anchored in sustainability and powered by advanced technology, give Saudi a first-mover advantage in what can be called “smart heritage tourism.” 

She continued: “As the global tourism sector becomes more experience-driven, these developments place the Kingdom ahead of the curve.”

Garvin also shed light on how the Kingdom is opening up its tourism sector with a focus on providing diverse, enriching experiences.

She noted that the development of the sites is guided by a commitment to variety, from immersive cultural districts to accessible heritage attractions, ensuring that the offering caters to a broad range of travelers without necessitating elevated costs.

“That said, a tiered model is likely. For instance, bespoke experiences — such as private AR-guided tours or luxury stays within heritage zones — could naturally carry a higher price point,” the principal said. 

General access to cultural landmarks, historical sites, and exhibitions is expected to remain competitively priced to encourage widespread domestic and international participation. 

This approach aligns with the goals of Vision 2030: positioning tourism as a catalyst for cultural exchange, economic diversification, and job creation. 

“Ultimately, the return on these investments is expected to come from increased visitor numbers, longer stays, and higher overall trip value, rather than from charging more per individual experience,” Garvin added.

High-tech solutions aligning with Vision 2030

The integration of high-tech solutions directly supports Saudi Vision 2030’s goals of diversifying the economy and positioning the Kingdom as a global cultural hub.

Abdul Rahman and Allerup from Bain & Co. explained that smart tourism initiatives mean people can experience what Saudi has to offer even before they arrive in the Kingdom. 

“AI-driven platforms can personalize travel recommendations, while VR and AR allow global audiences to explore Saudi Arabia’s historical sites remotely, generating interest even before they arrive. This hybrid approach— where physical and digital tourism coexist— expands accessibility, ensuring that more people engage with Saudi culture regardless of their location.” they said.

From ADL’s side, technology is enhancing the travel experience to Saudi Arabia with e-visa platforms and digital booking systems, simplifying entry for tourists. Upon arrival, AI-powered assistants offer real-time insights and personalized cultural experiences.

The ADL representative also clarified that digital platforms and the metaverse are expanding Saudi Arabia’s cultural reach through virtual heritage tours and interactive storytelling on social media while emphasizing that these efforts preserve and promote the Kingdom’s history, engaging a global audience.

“On the sustainability front, AI and IoT-powered monitoring systems protect UNESCO-listed heritage sites while smart waste management and carbon-neutral tourism initiatives ensure responsible development,” Garvin said.

Evolution of smart tourism

From Bain & Co.’s lens, by 2025, smart tourism in Saudi Arabia will be characterized by hyper-personalized experiences driven by AI and data analytics.

Abdul Rahman and Allerup shed light on how travelers will be able to use advanced digital assistants to plan their visits, receiving itinerary suggestions tailored to their interests and real-time adjustments based on preferences or changing conditions.

The partners added: “Additionally, AI-driven customer service and smart infrastructure will streamline the travel experience, reducing friction and enhancing convenience. These advancements will position Saudi Arabia as a global leader in smart tourism, offering visitors not just a journey through history but a glimpse into the future of travel itself.”

Garvin from ADL believes that by the end of 2025, the Kingdom’s tourism sector will be one of the most technologically advanced in the world..

“As the Kingdom rapidly evolves, it has a unique opportunity to shape its identity as a global travel hub as it is a nation with a rich historical legacy yet a blank canvas in modern tourism,” she said.

She added: “Saudi Arabia isn’t just preserving its cultural legacy — it’s revolutionizing how the world experiences it, setting a new global standard for immersive, sustainable, and technology-driven tourism. By fusing innovation with tradition, Saudi Arabia is creating a truly future-proof tourism industry.”

SINGAPORE: Oil prices dropped for a fourth consecutive session on Friday and were set for their first weekly decline in three weeks, weighed down by renewed supply pressure from another possible OPEC+ output hike in July.

Brent futures fell 31 cents, or 0.5 percent, to $64.13 a barrel by 7:12 a.m. Saudi time. US West Texas Intermediate crude futures lost 33 cents, or 0.5 percent, to $60.87.

For the week, Brent has fallen 1.9 percent, and WTI has dropped 2.5 percent, following two weeks of gains.

Both contracts touched their lowest in more than one week on Thursday after a Bloomberg News report that OPEC+ was considering another large production increase at a meeting on June 1.

Increasing output by 411,000 barrels a day (bpd) for July was among the options discussed, but no final agreement has yet been reached, the report said, citing delegates.

“The oil market is under renewed pressure as noise builds around what OPEC+ will do with their July output levels,” ING analysts wrote in a research note.

They expect that OPEC+ will go ahead with a 411,000 bpd supply increase for July and currently forecast Brent to average $59 per barrel in the fourth quarter.

OPEC+, which includes the Organization of the Petroleum Exporting Countries and allies such as Russia, agreed to increase production by nearly 1 million barrels per day in April, May and June.

The supply tailwind offset jitters earlier this week triggered by a report saying Israel is making preparations to strike Iranian nuclear facilities and new sanctions announced by the EU and Britain on Russia’s oil trade.

A large crude oil build in the US also weighed on oil prices.

As traders brace for a flood of increased supply in coming months from OPEC+, US crude oil storage demand has surged in recent weeks to levels similar to the COVID-19 pandemic, according to data from storage broker The Tank Tiger.

On Friday, the market will watch for US oil and gas rig count data from Baker Hughes that is used as an indicator for future supply.

The market is also closely watching US-Iranian nuclear negotiations which could determine the future supply of Iranian oil. The fifth round of talks will take place in Rome on Friday.