How young travellers are shaping tourism prospects for Saudi Arabia

Dubai: Gen Z travellers are powering a domestic tourism boom in Saudi Arabia, reshaping what hospitality means and creating massive opportunities for brands ready to meet them where they are.

Saudi Arabia’s Gen Z is no longer waiting for the world to come to them — they’re packing their bags and exploring their own backyard. New research by Wyndham Hotels & Resorts reveals that a growing wave of young Saudi travellers is fuelling a surge in domestic tourism, aligned with the Kingdom’s ambitious Vision 2030 roadmap.

Forget the stereotype of luxury-seeking globetrotters. This generation is driven by authenticity, digital discovery, and sustainable values — and they’re turning weekend breaks into a full-on lifestyle movement.

Homegrown travel is having a moment

Wyndham’s study, conducted with YouGov, finds that over half (54%) of Gen Z Saudis have taken a local leisure trip in the last six months. More tellingly, nearly a third plan to keep it local.

What’s fueling the shift? Cultural curiosity, increased confidence in solo and group travel, and massive investment in local tourism — from Red Sea resorts to heritage-rich AlUla. The movement is especially visible among young Saudi women, 55% of whom have chosen local adventures recently, signalling new social norms and growing economic independence.

Travel isn’t a luxury anymore — it’s life

Among Gen Z Saudis not yet working, 72% say they’ve travelled recently — proof that mobility is no longer tied to wealth, but woven into everyday youth culture. Affordable staycations, weekend escapes, and events-driven trips are quickly becoming the norm.

As Saudi Arabia targets 55 million domestic tourism trips a year by 2030, this travel-minded generation could be the Kingdom’s greatest asset.

“Gen Z travellers are choosing to explore their own country not just for convenience, but because they’re proud of what it offers,” said Dimitris Manikis, President EMEA at Wyndham Hotels & Resorts. “This is a mindset shift — and the hospitality sector needs to evolve with it.”

Digital-first, TikTok-tested

In a hyper-connected country where nearly everything happens online first, 39% of young Saudis say they get their travel ideas from social media. Even more interesting: 64% are drawn to destinations featured in movies, shows, or viral content.

Whether it's the backdrop of a Saudi Netflix series or a trending travel vlog, digital storytelling is now a key tourism driver.

And they’re not afraid of innovation — 81% are open to using AI-powered travel tools, showing just how comfortable this generation is with tech-led planning, personalization, and convenience.

Comfort over clout

Gen Z in Saudi Arabia isn’t checking in for status — they’re looking for hotels that offer comfort, value, and a sense of place. Think stays that feel like home, support longer visits, or reflect local vibes.

Brands like Ramada Encore by Wyndham Al Khobar Corniche are gaining traction by offering modern comfort and cultural proximity — no gold-plated suites, just solid value in the right location.

Wyndham, now active across five hotel brands in the Kingdom, sees this as a defining shift in consumer behaviour — and it’s betting big on this trend with fresh signings, including a new Ramada in Makkah.

Sustainability isn’t a trend — it’s expected

Green travel is no longer niche. A solid 35% of Saudi Gen Z travellers say they prefer eco-conscious hotels, and 45% actively look for sustainable transport options.

Hotels like Wyndham Garden Dammam — with its solar plans, waste recycling, and energy awareness campaigns — are setting the bar. The hotel has achieved Level 5 Wyndham Green Certification, the brand’s highest sustainability rating.

This lines up with the Saudi Green Initiative, but it’s also a reflection of Gen Z’s values: environmental responsibility is non-negotiable.

Big picture? A youth-driven tourism economy

Across the GCC, young travellers are reshaping hospitality, from hotel design and digital experiences to how brands communicate purpose. In the UAE, TikTok-worthy local stays, eco-hotels, and culturally immersive getaways are already mainstream.

Saudi Arabia is not far behind — and its youthful population and growing cultural sector mean its domestic travel scene could outpace the region.

For hotels, tour operators, and tourism boards, the message is clear: if you want to win Gen Z, don’t just sell rooms — build experiences that resonate.

Saudi’s next travel boom isn’t coming from abroad. It’s coming from within — led by a generation that’s curious, conscious, and ready to go.