George Maktabi, Group Chief Executive Officer at Webedia ArabiaSaudi Arabia has recently emerged as a destination of choice, both for international tourists and its own residents. The UN World Tourism Organisation ranks Saudi Arabia third globally for the highest tourism growth rate in 2024. And while this growth is important on its own, it reflects a much deeper and more multifaceted change: the brand image of Saudi Arabia.
Last month, the Saudi Ministry of Tourism issued its annual report, announcing that the number of tourists in 2024 reached 115.9 million. This marks a 69 per cent increase from 2019 and a 112 per cent increase in the share of international tourists who visited Saudi Arabia for leisure and entertainment. The number of domestic touri
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