Is it possible to rewrite a nation’s identity at 30,000 ft in the air? Saudi Arabia is doing exactly that by burning its old flight manual and reimagining itself as a global powerhouse. The year is coming to an end and marks the midway point for Vision 2030. There have been setbacks with the Line and other mega projects, but for the most part, the progress is commendable.
The government recently raised its tourism target from 100 million to a staggering 150 million annual visits by the end of the decade. The country already welcomed a record 116 million tourists in 2024. At the heart of this surge is Riyadh Air, a “digital native” carrier that just launched its first routes to London Heathrow and Dubai in October 2025.
Of course, the big question is whether you can actually sell a “premium” experience without a drop of alcohol. It definitely is a tough sell for a world used to champagne bars and vintage wine lists, especially to Westerners and even the Chinese (who famously love to drink).
The Kingdom is not about imitation and is leaning into its strengths. They won’t be serving you beer or champagne but will lean into wellness as their unique selling proposition. Alcohol isn’t good for you, so instead of a cocktail, they want to offer you a sleep-optimised cabin and Michelin-quality dining that doesn’t taste like cardboard.
They are targeting a global wellness tourism market that experts project will reach 910 billion dollars by 2030. They have already placed orders for up to 72 Boeing 787-9 Dreamliners, which include 39 firm orders and 33 options, to prove they mean business. This strategy pivots toward the health-conscious millennial who might value a bespoke botanical mocktail over a hangover.
Why Are We Still Packing Our Suitcases
Remember when the pundits claimed Zoom would kill the business trip? Hasn’t that prediction aged like milk? Business travel spending in the MENA region has surged by nearly 20% in 2025. It’s outdone its western counterparts by a large margin. Partly, this is because of the fact that you cannot build a city like NEOM or inspect a massive renewable energy site through a webcam.
These “giga-projects” require real human coordination, which is why the regional business travel market is now on a trajectory to hit USD 270.8 billion by 2030. There is a rise in “purposeful travel,” where companies take fewer trips but spend more per person to ensure high-impact results. Even the “bleisure” trend is booming, with executives extending trips for retreats in AlUla or the Red Sea.
There is a new economic alliance fomenting between Riyadh, Dubai and Doha. It’s a triangle that is slowly maturing to become a seamless zone for global trade and tourism. Dubai alone hosted 12.5 million international visitors in the first eight months of 2025, a 5% increase that shows no sign of slowing down. We are seeing companies use AI-powered platforms, like Musafir.com, to cut travel policy violations from 60% down to just 4% while optimising for sustainability.
It is not just about flying anymore; it is about creating a frictionless physical operating system for the global economy. As long as the region continues to launch the world’s most audacious projects, the rest of the world will continue to fly in to help build them.
By the time we hit 2030, Riyadh Air expects to connect you to over 100 destinations globally. This is more than just a business venture; it is a mobile embassy for a nation in the midst of a radical transformation. The data shows a clear shift from volume to value, where the quality of the journey matters more than the traditional perks of the past.
If the Kingdom can prove that “Saudi hospitality” is a world-class product on its own merits, it will have successfully disrupted one of the most competitive industries on earth. The stakes are high, but with a 20-billion-dollar projected contribution to non-oil GDP, the rewards are even higher.