It’s being dubbed the ‘new Dubai’ – with tourist numbers soaring as glitzy international hotel chains doors and airlines clamber to launch new routes.
Curious holidaymakers are flocking to Saudi Arabia‘s magnificent ancient sites including the desert ruins of a Nabatean kingdom in AlUla and centuries-old tombs of Madai Saleh.
Other big draws are upmarket hotels at Red Sea resorts – said to rival those in the Maldives – as well as the bustling souks and cultural attractions of Jeddah and Riyadh, the capital.
New Virgin Atlantic flights from Heathrow to Riyadh began just over a month ago – joining BA and Saudia on the route.
Meanwhile, you can book a room at the likes of Mandarin Oriental, Four Seasons, Intercontinental. St Regis and Shangri-La, which have opened swanky new places to stay.
All in all, it’s remarkable progress for a country that was closed to holidaymakers until as recently as 2019, when a shift in approach began under Crown Prince, Mohammed bin Salman.
His aim was to diversify the economy to bring in tourism and not just rely on oil revenue – and the kingdom has since launched a global initiative to encourage tourism and cultural cross-fertilization across all borders called TOURISE (next meeting in Riyadh in November).
Events have moved fast ever since, with Formula One beginning in Jeddah in 2021 and sports tourism taking off on the back of major boxing fights including high profile showdowns between Tyson Fury and Oleksandr Usyk.
It’s being dubbed the ‘new Dubai’ – with tourist numbers soaring as glitzy international hotel chains doors and airlines clamber to launch new routes (Pictured: Saudi’s capital, Riyadh)
Curious holidaymakers are flocking to Saudi Arabia ‘s magnificent ancient sites including the desert ruins of a Nabatean kingdom in AlUla and centuries-old tombs of Madai Saleh (Pictured: Jeddah)
30 million inbound visitors came in 2024, up from 16.4 million in 2022 – with a target of 70 million by 2030 (Pictured: Elephant Rock heritage site in Al Ula, Saudi Arabia)
Latest figures show that 30 million inbound visitors came in 2024, up from 16.4 million in 2022 – with a target of 70 million by 2030. Of these, 500,000 were from Britain in 2024, many attending boxing events.
But what’s it really like as a tourist in Saudi Arabia, the Middle East’s largest country?
Can you get a drink? What should women wear? And how can you arrange a trip? Here’s our ultimate holiday guide to Saudi Arabia…
What’s it like for women to visit?
First of all, the country is safe as there’s little crime due to strict laws – so getting about by taxi is fine.
However, women need to cover bodies – in big cities there is a more relaxed attitude regarding this, but in rural areas an abaya (loose garment covering the body) and scarf is advisable.
The general advice from expats living in Saudi Arabia is for foreign women in rural regions to try and ‘fit in’.
In Saudi Arabia, head coverings are no longer compulsory, though women are expected to cover their shoulders, arms and legs and not wear tight clothing
At some hotels, it may be possible to wear swimwear in the pool, though you may be asked to cover up after a swim (Pictured: Our Habitas Al Ula Pool)
Head coverings are no longer compulsory, women are expected to cover their shoulders, arms and legs and not wear tight clothing.
What about women sunbathing by the pool?
This is possible at some hotels – though you may be asked to cover up after a swim.
What about male dress?
Overall ‘modesty’ in dress is recommended for both men and women. Men, however, sometimes wear knee-length shorts (above the knee is not considered acceptable, except poolside). The rules for male clothing are much more relaxed.
Is the country safe for LGBT travellers?
Homosexuality is illegal, although unmarried (straight or gay) couples can stay in the same hotel room together (since 2019).
Saudi Tourism says: ‘Like other governments, we do not ask visitors personal questions and we respect the right to privacy.’
And the national travel authority says: ‘Everyone is welcome to visit Saudi, and we ask that they follow and respect our culture and traditions and laws, as you would when visiting any other country in the world.’
All of this said, gay sex is prohibited by law, with the possibility of fines, prison and even death.
Are public displays of affection (PDA) allowed?
Holding hands is ok but kissing among all couples is culturally frowned upon and PDA in general should be avoided.
Pictured: Souk Baab Makkah street market at the historic district Al Balad in Jeddah, KSA, Saudi Arabia
Pictured: Al Masjid an Nabawi Medina Grand Mosque During sunset in Medina, Al-Madinah Al-Munawwarah, Saudi Arabia
Can you get a drink?
Alcohol is illegal and there are no exceptions – unlike in nearby Muslim countries such as the UAE (in Dubai and Abu Dhabi) and Qatar.
City bars may stock non-alcoholic wines, spirits and beers. You cannot even get a drink if flying in on Saudia, the country’s national airline.
This week, reports suggested the kingdom would allow the controlled sale of alcohol in the run-up to hosting the 2034 FIFA World Cup – lifting its 73-year-old ban on alcohol.
However, a Saudi official has since denied any changes to its alcohol laws will be made.
Can you drink on the way in and out on other airlines?
Yes. The in-flight booze ban is just on Saudia. However, do not arrive drunk as this could lead to arrest if you behave in a disorderly or offensive manner.
What’s the temperature like?
It can top 50C in the summer, when some businesses will close at midday and reopen again later – commonplace in Jeddah’s historic al-Balad neighborhood.
Malls, however, are air-conditioned, though you may ironically need to take a jumper. January is the coolest month, with temperatures around 18-20C.
What’s the food like?
Delicious. Try smoky baba ghanoush (finely chopped eggplant), hummous, falafel, ‘kabsa’ (a spicy rice dish with chicken, lamb or goat), sliced pieces of chicken or beef in ‘sharwarmas’ served with pitta bread, and sweet pistachio-flavoured bread pudding.
Tasty soft drink included pomegranate juice, cardamom coffee and camel milkshakes.
Visitors are encouraged to try smoky baba ghanoush (finely chopped eggplant), hummous, falafel, ‘kabsa’ (a spicy rice dish with chicken, lamb or goat), sliced pieces of chicken or beef in ‘sharwarmas’ served with pitta bread
Souks are a big part of the culture – pick up rose-oil perfumes, gold jewellery and beautiful women’s clothing (Pictured: a store in the old town of Jeddah Saudi Arabi)
Try to avoid Fridays, the holiest day of the week, when planning a trip to a mosque. Some mosques in Mecca and Medina are restricted to Muslims (Pictured: Quba Mosque)
How about shopping?
Souks are a big part of the culture – you can pick up rose-oil perfumes, gold jewellery and beautiful women’s clothing.
Can you visit mosques?
It is ok for non-Muslims to visit mosques but you should cover up and women should cover their hair to be respectful. Pack some socks as you need to remove shoes on entry.
Try to avoid Fridays, the holiest day of the week. Some mosques in Mecca and Medina are restricted to Muslims.
Can you meet locals?
Yes – the people are friendly, hospitable and keen to share their culture.
How do you get there?
Virgin Atlantic’s new direct flights from Heathrow to Riyadh are from £508 in June (virginatlantic.com).
Return flights on BA are from £519 in June (ba.com). Or you could fly indirect on Pegasus from Stansted via Istanbul from as little as £257 return (flypgs.com).
How long is the journey?
Direct flights to Riyadh from the UK are usually around 6h 30m and seven hours.
Pictured: Camels laying in front of ancient tombs of Hegra city illuminated during the night, Al Ula
Pictured: Hegra preserved tombs set in stunning desert landscape of AlUla
Pictured: Arial View of Jeddah city Saudi Arabia
Will I need a visa?
Yes. Apply for a tourist e-visa in advance at visa.visitsaudi.com – the fee is £105.
Processing e-visas takes 24 hours; the fee covers mandatory health insurance.
What tour operators offer trips?
Trailfinders offers 14-night trips in conjunction with adventure specialists Explore from £4,699 per person.
Trips include visits to Riyadh, a desert camp near the dramatic canyons at AlUla, the ancient Nabatean city of Hegra, a visit to the Holy city of Medina, the Red Sea port of Yambu and Jeddah; hotels, many meals and guides included, with flights extra (trailfinders.com).
Meanwhile, upmarket specialist Abercrombie & Kent has luxury trips with stays at the four seasons in Riyadh, the Banyan Tree at Alula and the Shangri-La in Jeddah from £14,975pp for eight days, flights included (abercrombiekent.com).
Or you can book tailor-made trips with BA Holidays (ba.com), Wild Frontiers (wildfrontierstravel.com) and Wendy Wu Tours (wendywutours.co.uk).
What currency should I use?
The Saudi riyal (SAR), although cards are widely accepted.
Where can I find out more?
See the tourist board website at visitsaudi.com.
