Saudi Arabia is positioning its deserts as a cornerstone of its tourism strategy, using luxury glamping to attract high-value travelers and support the Kingdom’s Vision 2030 goals.
The initiative forms part of the National Tourism Strategy, which seeks to welcome 150 million visitors annually by 2030 and increase tourism’s share of gross domestic product to 10 percent.
Glamping, a form of outdoor hospitality that combines the natural environment with upscale amenities, is gaining traction as a way to diversify the Kingdom’s tourism offering.
Projects in locations such as AlUla and the Empty Quarter are designed to blend sustainability, heritage, and comfort while catering to affluent visitors seeking immersive cultural experiences.
Camilla Bevilacqua, partner at Arthur D. Little, said this approach highlights how desert landscapes can support premium travel experiences without heavy infrastructure.
“In AlUla, high-end glamping combines natural beauty with deep cultural heritage — from Hegra’s Nabataean tombs to the ancient oasis networks and rock art sites — making it ideal for immersive travel experiences,” she told Arab News.
“The introduction of luxury tented accommodations has reframed how visitors engage with the destination. Guests now wake up to the sound of the wind through sandstone cliffs and end their day with private stargazing sessions guided by local astronomers.”
Bevilacqua added that designs in the Empty Quarter emphasize mobility and low impact while weaving in cultural storytelling, including access to fossil sites and Bedouin traditions.
“By offering immersive, experience-led alternatives to conventional tourism models, it aligns with broader global shifts in traveler preferences. In the Saudi context, it also serves to distinguish the Kingdom from regional competitors,” she said.
Industry experts note that this shift reflects a broader movement away from large physical developments toward experience-driven tourism.
Philippe Najjar, PwC Middle East partner for Destinations, said:
“This transition shows clearly how Saudi Arabia is on a journey toward diversifying its destination offerings: by anchoring tourism development around immersive ‘play’ experiences, destinations can lead the way toward increasing dwell time, drive higher revenues, and enhance the Kingdom’s global awareness and association.”
Simon Mead, head of Discover Saudi DMC, part of Almosafer, said the company is focused on developing experiences rooted in authenticity.
“We’re also developing new experiences in places like Wadi Disah, a breathtaking and still lesser-known location that is accessible from both AlUla and Tabuk. This will extend our immersive desert offering and begin to formalize what the next generation of ‘Saudi glamping’ looks like, rooted in place, led by locals, and tailored to the traveler,” he said.
For businesses in the outdoor hospitality industry, Saudi Arabia’s model offers insight into how glamping can be positioned as both a sustainable tourism solution and a driver of economic growth. The initiatives emphasize light infrastructure, cultural engagement, and environmental stewardship, areas increasingly in demand among global travelers.
They also highlight opportunities for employment, community participation, and integration of technology such as AI concierges and augmented reality experiences to enhance guest engagement.
Bevilacqua said these developments show how glamping can be a tool for balancing growth with conservation.
“Overall, glamping advances Vision 2030’s goal of establishing Saudi Arabia as a global hub for sustainable tourism,” she said.
”These desert-based experiences are often designed with light-touch infrastructure, minimal environmental impact, and principles of ecological stewardship, offering a blueprint for how tourism can expand without compromising the integrity of the landscape.”
As destinations worldwide explore ways to adapt to shifting traveler preferences, Saudi Arabia’s high-end desert hospitality illustrates how outdoor accommodations can serve broader national objectives while appealing to international tourism markets.
For industry operators, the developments provide a case study in aligning sustainability, technology, and heritage to create competitive, resilient offerings.