Davos 2025: Saudi Arabia looks to ‘recession-proof’ football and sports tourism to hit visitor targets

Kingdom considers further ease visa restrictions and efforts to attract Indian and Chinese visitors

Saudi Arabia believes sports tourism – and football, in particular – will drive record numbers of visitors to the kingdom as it prepares to host the Fifa World Cup in 2034, Minister of Tourism Ahmed Al Khateeb has said.

He said the desire to watch football teams compete can defy an economic downturn. He spoke to a group of journalists including The National at the World Economic Forum in Davos, where the threat from geopolitical turmoil and sluggish growth in China are hot topics.

“Sport is extremely important. People travel for sport. People can cut their spending in many things – but they will not cut their spending to go watch a game. It's recession-proof,” Mr Al Khateeb said. “We believe in it – and we'll continue to invest in sport.”

Saudi Arabia's Vision 2030 plan initially aimed to attract 100 million tourists each year by 2030.

The goal was revised up to 150 million and authorities hope to attract 127 million this year. The kingdom, which is working quickly to diversity its oil-dependent economy, wants to show off its natural beauty and largely untouched cultural treasures to a global travelling public set on new places and experiences.

Over-tourism and damaged environment

Despite the 150 million goal and massive infrastructure spending to accommodate the World Cup, Mr Al Khateeb said the government would not allow the degradation of the environment.

“People travel to explore other people's nature, cultures … and if we don't protect the environment people will not travel,” he said. “Throwing plastic in the sea, along the beaches, will destroy the coral reefs, waste more water and will destroy the environment.”

He said his kingdom was learning lessons from over-tourism in Europe. Saudi Arabia has also spoken to governments, including in Japan, about how to manage a surge in visitors, which is accompanied by massive construction projects and new roads and hotels.

“We don't want tourists to go to a small town and destroy it,” he said.

Mr Al Khateeb said the Spanish and Italian super cups had thrilled Saudis and travelling European fans. “When Europe and the world watches the super Spanish or super Italian [cup], they know where it is hosted, and they see the professionalism. They see how our winter is beautiful – and they were playing in T-shirts.”

US President Donald Trump is shown on screen as he addresses a plenary session remotely in Davos, Switzerland. EPA

Participants queue to enter the Congress Hall. EPA

Iraqi President Abdul Latif Rashid. EPA

Special police stationed on the roof of the Congress Hotel in Davos. EPA

Former UK prime minister Tony Blair and Syrian Foreign Minister Asaad Al Shibani at the Annual Meeting of World Economic Forum in Davos. AP

Javier Milei, Argentina's President, during an interview at Bloomberg House at the event. Bloomberg

Spain's Prime Minister Pedro Sanchez on the podium. AFP

Iran's Vice President for Strategic Affairs Mohammad Zarif addresses the audience. AFP

German Chancellor Olaf Scholz, left, and Ukrainian President Volodymyr Zelenskyy. Getty Images

Israel's President Isaac Herzog at the annual meeting in Davos. AP

Saudi Arabia's Minister of Foreign Affairs Prince Faisal bin Farhan, during the 55th annual meeting of the World Economic Forum in Davos. Reuters

The Prime Minister and Foreign Minister of Qatar, Sheikh Mohammed bin Abdulrahman, attends the Annual Meeting of the World Economic Forum in Davos. Reuters

President of South Africa Cyril Ramaphosa speaks at a plenary session. EPA

Khaldoon Al Mubarak, chief executive of Mubadala Investment Co, during a panel session in Davos. Bloomberg

Former British prime minister Theresa May at the 55th annual World Economic Forum. EPA

Brian Moynihan, chief executive officer of Bank of America Corp, at the forum. Bloomberg

Ruth Porat, chief financial officer of Alphabet Inc, at Bloomberg House. Bloomberg

Amir Yaron, governor of Israel's central bank, at the WEF in Davos. Bloomberg

Ngozi Okonjo-Iweala, director general of the World Trade Organisation in Davos. Bloomberg

From left, Rachel Morison, editor at Bloomberg News, Belgium's Prime Minister Alexander De Croo, Ester Baiget, chief executive of Novozymes, Marc Ferracci, France's Industry and Energy Minister, Martin Lundstedt, chief executive of Volvo, and Anna Borg, chief executive of Vattenfall AB, during a panel session at the World Economic Forum. Bloomberg

Rafael Grossi, director general of International Atomic Energy Agency, speaks at the WEF. Bloomberg

Mina Al-Oraibi, editor-in-chief of The National, left, Mohamed Kande, global chairman of PwC, second left, Ravi Kumar S, chief executive of Cognizant, second right, and Luc Triangle, general secretary of the International Trade Union Confederation, right, during the panel session titled, Who Benefits from Augmentation? Photo: WEF

Filippo Grandi, UN High Commissioner for Refugees, speaks during the Refugees and Their Olympian Spirit session. Photo: WEF

Bandar Bin Mohammed Al Thani, Governor of the Qatar Central Bank, during the session called Banks: Change on All Fronts? Photo: WEF

Masomah Ali Zada, chef de mission of the Refugee Olympic Team, France, speaks during the Refugees and Their Olympian Spirit session. Photo: WEF

Watching the inauguration of Donald Trump as US President on screens, at the Ukraine House, during the World Economic Forum in Davos. AP

Waleed Al Muhairi, deputy group chief executive of Mubadala Investment Company, during a Bloomberg Television interview before the WEF. Bloomberg

Easy visas

Saudi Arabia had a strict entry system until less than a decade ago. Now, it is moving towards a situation with “minimal” visa restrictions, the minister said.

“It used to be very difficult. Today it is very easy," he added. "A European can get a visa to Saudi Arabia in five minutes, multiple [entry], [lasting] one year.”

Gulf states are considering a Schengen-style system allowing people to embark on “grand tours” of the region with a single entry pass. This is particularly significant for Indian citizens, who must apply for entry to many destinations, and Chinese tourists.

Outbound Indian tourists are estimated to double in number from about 40 million a year to 80 million by 2030. “In the beginning, we focused on the internal tourists and then the region's tourists, which are Gulf countries," Mr Al Khateeb said.

“After that, we get to European countries and surrounding countries and India and China, which are very important. Our strategy is clear and we're going on a great path.”