Cruising and biking: an experience become destination

At the Spotlight Riyadh conference held at the Riyadh Front Center, a noticeable shift in traveler behavior was observed. The focus is no longer solely on searching for tickets and accommodations but also on unique tourism experiences. Data revealed a 464% increase in bookings for tourism activities in Saudi Arabia during the first seven months of 2026, with an approximate 2000% surge in activity bookings in Riyadh. Domestic travel bookings rose by 46%, with a 44% increase in overnight stays within the country. The range of tourism experiences has expanded significantly, including maritime tourism, with Arroya Cruises hosting around 195,000 Saudi guests since December 2024, as well as promoted motorcycle tours, which now operate a fleet of over 70 bikes as part of strategies to attract tourists from Western and Asian markets. This comes alongside tourism investments exceeding $120 billion, with expectations to add more than 200,000 hotel rooms by 2030, all aimed at developing Saudi Arabia's tourism sector and enhancing traveler-centric experiences.

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