Travel market in Saudi Arabia is set to witness more growth in 2025, as more Saudis plan to go on more holidays during the year.
According to the Marriott Bonvoy’s 2025 Ticket to Travel research, 84% of travelers from Saudi Arabia will go on more or the same amount of holidays during 2025.
Vacation Surge
The new study, which surveyed over 4,700 travelers across Saudi Arabia and the UAE, revealed that 84% in each market will do more or the same amount compared to 2024.
At the same time, 54% of travelers across both countries (53% in Saudi Arabia and 54% in the UAE) plan to go on more holidays in 2025 compared to 2024. Meanwhile, just 7% in Saudi Arabia and 10% in the UAE plan to travel less.
Respondents in both countries said that they plan to go on 2.7 domestic holidays in 2025. Moreover, they said they plan to take 2.3 short-haul holidays with a four-hour flight or less and to take 2.1 long-haul holidays.
On this occasion, the COO, Middle East & Luxury, Europe, Middle East & Africa, Sandeep Walia, said: “According to the figures from this comprehensive report, the vast majority of travelers across the United Arab Emirates and Saudi Arabia will do as many, or more, holidays and breaks in 2025, than they did in 2024. This strong desire for international, regional and domestic travel is great news for the industry and we are excited for the year ahead.”
Heritage Holidays
The Marriott Bonvoy research highlighted emerging travel trends in 2025. Heritage Holidays are gaining momentum among travelers in Saudi Arabia and the UAE. It is a vacation designed to explore the ancient heritage sites of one’s country.
The study showed that 81% of travelers across both countries have already taken or plan to take a heritage holiday, with this rate increasing to 85% among travelers aged 25-34.
In Saudi Arabia, 41% of respondents have previously taken a heritage holiday, while 40% said they plan to go on a heritage holiday next year or in the future.
This trend is driven by travelers’ desire to learn more about their family’s ancestry, knowing where their family came from and how their life was like.
Saudi Heritage Sites
Saudi Arabia is home to several heritage sites, dating back thousands of years ago. AlUla, an ancient oasis city in the northwest, stands out with its rich cultural heritage and historical significance. It includes Hegra, the Kingdom’s first UNESCO-listed Heritage Site.
The Kingdom also possesses other unique heritage sites, including Historic Jeddah, Turaif District in Diriyah, and Rijal Almaa Heritage Village in Aseer. Each site tells a story, highlighting Saudi Arabia’s deeply-rooted history and rich culture.
Bravecations
More travelers tend to go on holidays that feature adventure activities. The Marriott Bonvoy research called this trend “Bravecations.” In both Saudi and Emirati travel markets, 8 out of 10 travelers said they are braver on holiday.
In the light of this, 3 activities emerged for travelers on Bravecations. 49% of Saudis said they prefer to climb something high; while 48% said they like to engage in high-octane activities such as zip lining, skydiving or theme park rides; and 36% said they like to try unusual food.
Adventure Tourism in Saudi Arabia
Saudi Arabia boasts diverse topography and strategic location along the Red Sea coast, making it an ideal destination for adventure seekers. The Kingdom’s golden sand dunes are perfect for dune bashing, an exciting car experience in the heart of the desert. The Moon Mountain, northwest of Jeddah, and King Khalid Royal Reserve north of Riyadh are among the most popular destinations for this activity.
The vast deserts of the Kingdom also offer a unique opportunity for camping during winter. Destinations like AlUla, Kharrarah National Park in Riyadh or Wadi al Disah in Tabuk are perfect sites for camping.
Moreover, the unique location of Saudi Arabia along the coasts of the Red Sea and the Arabian Gulf makes it ideal for a diverse array of water sports. Think Jeddah, Dana Beach Resort, or Half Moon Bay if you are looking for thrilling water activities.
With a variety of high-rise mountain ranges, Saudi Arabia attracts hiking, climbing and biking enthusiasts. Ancient rock formations and domes are spread across the Kingdom, including Edge of the World in Riyadh, Jabal Halaliyat in eastern Saudi Arabia, AlUla in the northwest, Al Hada Mountain in the southwest, Al Soudah Mountain, and Lawz Mountain.
Savvy Spending
The Marriott Bonvoy study showed that travelers are looking for the best value for money from holidays in 2025, whatever their budget. With regards to this, 57% in Saudi Arabia and 51% in the UAE look for a holiday with “a special price.” About half of travelers (49% of Saudis and 42% of Emiratis) said they take exchange rates into account when planning a holiday.
“The research also identifies several trends for 2025. Bravecations and heritage holidays will be key themes for next year with savvy spending being a key consideration for many when booking their holidays, irrespective of budget,” Walia said.
Sustainability and AI
Among the emerging trends in 2025 are sustainability and the use of artificial intelligence (AI), according to the study. More than 8 out of 10 in both travel markets (82% in Saudi Arabia and 87% in the UAE) said they consider the environmental impact of their travel plans.
Furthermore, 71% of Saudis and 79% of Emiratis said they checked the sustainability of the accommodation they stayed in on their last holiday.
In terms of AI, 67% said they used AI to help plan or research a holiday. “The research also reveals that over the past 12 months we have seen the use of AI become well and truly mainstream across the region – with most young people now using this as an entirely normal part of travel planning. This is only set to continue in 2025,” Walia noted.
“Meanwhile sustainability is no longer simply a ‘nice to have’ but now a key consideration for many travelers in the United Arab Emirates and Saudi Arabia, especially when it comes to accommodation,” the COO added.
