As the Kingdom of Saudi Arabia opens its doors wider to international tourism, a new world is being unveiled—one where ancient civilisations meet high-tech modernity, and sustainability walks hand in hand with luxury. For Indian travellers, the appeal of Saudi Arabia is growing stronger by the season, and with good reason. From awe-inspiring landscapes and Unesco-protected heritage sites to world-class hospitality and cultural depth, Saudi Arabia is quickly becoming a desert destination with a difference.
Outlook Traveller spoke to three key stakeholders—Naif Awlia, Tourism & Engagement Director at Diriyah Company, Melanie de Souza, Executive Director Destination Marketing at The Royal Commission for AlUla, and Wytze Van den Berg, Vice President EMEA WorldHotels—to understand what’s fuelling this desert renaissance and why Indian travellers are key to the story.
"India is a key source market for Saudi Arabia," says Naif Awlia, speaking on behalf of Diriyah, a project that’s fast emerging as a cultural cornerstone for the Kingdom. "We follow the national tourism strategy, and India is at the top for the Saudi Tourism Authority."
Diriyah, a historic Unesco World Heritage Site near Riyadh, is the beating cultural heart of the country. Known for its rich history and mud-brick architecture, the area is being developed into a major tourism hub that blends heritage with modern amenities. "We’re not just offering history," says Awlia, "but a cosmopolitan lifestyle experience—through cuisine, performances, and design that reflects Saudi's evolving identity."
For Indian travellers, especially those drawn to immersive culture and heritage, Diriyah makes for an ideal starting point. “We always say start in Riyadh,” he advises. “You’ll understand the soul of the country here and then explore further—like AlUla or the lush landscapes in the south.”
If Diriyah offers a glimpse into Saudi Arabia’s foundations, AlUla is where its timeless magic reveals itself. "AlUla is about 200,000 years of human history and 7,000 years of civilisation," explains Melanie de Souza, Executive Director of Destination Marketing at Experience AlUla. “It’s a living museum.”
AlUla’s most iconic site is Hegra, a Nabataean city with over 100 exquisitely preserved tombs—often dubbed the ‘Petra of Saudi Arabia’. But that’s just the beginning. “There’s also the Dadanite and Lihyanite Kingdoms, still being excavated. Only five per cent of the site has been uncovered so far,” says de Souza.
Apart from heritage, AlUla is a playground for soft adventure and art. “You can go hiking, rock climbing, or even ride the world’s largest swing,” she says with a smile. “And then, there’s our sustainability commitment: no more than a million tourists annually, 50 per cent of the land is protected, and we’ve already begun rewilding species like the Arabian leopard and oryx.”
AlUla is also emerging as a cultural beacon. From monumental outdoor installations by artists like James Turrell and Manal Al Dowayan to community-based initiatives like perfumery, jewellery-making, and storytelling led by local women—AlUla blends past, present and future seamlessly. “We want travellers to experience heritage, but also the heartbeat of our community,” says de Souza.
For Indian travellers, AlUla is particularly appealing as a potential luxury wedding destination. “Indians have shown growing interest,” she notes, referencing the area’s elite hotel offerings—Habitas, Banyan Tree, and Chedi—each tailored around sustainability and cultural sensitivity.
While culture and heritage draw the soul of the Indian traveller, it is often the hospitality experience that defines it. Enter Wytze Van den Berg, Vice President of International Operations at BWH Hotels. “Saudi Arabia is one of our biggest development markets,” he says. “We currently operate 12 hotels with 20 more signed. We’re looking at 70 operational hotels in Saudi within the next three years.”
BWH's expansion strategy includes both luxury and economy properties designed to cater to the diverse Indian market. “We’ve launched SureStay Hotels for economy travellers and acquired WorldHotels for those looking for premium experiences,” he shares.
Crucially, sustainability plays a big role in their growth. “Our loyalty programme data shows Indian travellers care about sustainability. We're rolling out green operations across our Saudi hotels, focusing on water management, digital services, and the use of local materials.”
A common question for first-time visitors to Saudi Arabia is how to plan the trip. “You can absolutely design a two-week itinerary,” says Awlia. A sample plan?
Start in Riyadh (3–4 days): Explore Diriyah, the National Museum, and dine at modern Saudi restaurants.
Move to AlUla (3–4 days): Visit Hegra, hike in the desert, enjoy immersive art installations, and stay at a luxury eco-resort.
Extend to the South or Coast: Explore Asir for green hills or dive into the Red Sea in Jeddah.
This flexibility of experiences—from desert landscapes and ancient civilisations to coastal adventure and modern art—makes Saudi Arabia more than a pilgrimage destination. It’s becoming a premium experience rooted in narrative and nuance.
With a shared cultural appreciation, growing air connectivity, and ease of visa processing, Saudi Arabia is naturally poised to become the next big thing for the Indian outbound market. And the Kingdom is more than ready to welcome them.
“There’s something spiritual, something humbling about the desert,” reflects Melanie. “When Indian travellers come here, they connect with that energy. And then, they tell us they’re amazed.”
With luxury hotels, archaeological wonders, and a powerful commitment to sustainability and community upliftment, Saudi Arabia isn’t just inviting Indian travellers—it’s ready to offer them a second home.
If You Go:
Visa: Saudi Arabia offers e-visas to Indian nationals, often processed within 24–48 hours.
Best Time to Visit: October to March for cooler temperatures.
Where to Start: Begin in Riyadh for a mix of culture and cosmopolitan experiences.
Top Tip: Pair your journey with a regional trip to Jordan, Bahrain, or the UAE.
