Eastern countries generally favour tourism to Saudi Arabia more than Western countries
Recent data from YouGov, based on surveys conducted across 17 international markets, reveals that half of all global respondents have seen no change in their perception of Saudi Arabia as a travel destination over the past twelve months. The remaining respondents are divided, with 15% reporting a more positive view and 15% a more negative one.
A global overview reveals that the East generally holds a more favourable view of Saudi Arabia than the West. Among Asians, perceptions of the country as a travel destination have become more positive in the past twelve months. Notably, 42% of Indians, 37% of Indonesians, and 31% of Hong Kong residents reported that their perception of Saudi Arabia has become more positive, compared to 54% of UAE residents, where the positive sentiment is the strongest. In contrast, many Westerners have not changed their view, with 70% of Spaniards, 61% of Italians, 59% of Americans and 57% of both Danes and Britons indicating their perception has remained the same over the past 12 months.
Globally, opinions on traveling to Saudi Arabia are divided, with nearly half stating they have neither considered visiting in the past nor are they considering it in the future. Compared to the past 12 months, respondents worldwide are more likely to travel to Saudi Arabia for leisure rather than for business. Residents of the UAE express the strongest interest in both types of travel, though with a stronger inclination towards leisure. Indians and Indonesians also show significant interest, primarily for leisure travel.
In recent years, Saudi Arabia has been investing heavily in tourism infrastructure to create a more appealing environment for international visitors. YouGov data reveals that cultural tourism is expected to be the top factor influencing future visits to Saudi Arabia, cited by 19% of global consumers. This appeal is particularly strong among Hong Kong residents (39%), Indians (34%), UAE residents and Mexicans (31% each). It also resonates in Western markets such as Italy (27%) and Poland (23%).
Other reasons for traveling to Saudi Arabia include luxury getaways, religious tourism, and adventure activities (11% each). Indonesians, in particular, are highly motivated to visit for religious purposes (60%), surpassing even UAE residents (45%).
Saudi Arabia's recent investments in sports infrastructure and events appear to have generated interest, with nearly one in ten global consumers (8%) indicating they are likely to visit for sporting events. The highest interest is seen in Hong Kong, where 23% consider it a key attraction.
Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 17 markets with sample sizes varying between 510 and 2,011 for each market. All surveys were conducted online during November 2024. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.