Saudi Arabia has the potential to become a leading destination for wellness tourism in the Middle East, thanks to its rich natural and cultural assets, a senior UN Tourism official told Arab News on Tuesday.
Michel Julian, senior program officer for market intelligence at UN Tourism, said demand for travel focused on health and wellbeing has surged since the COVID-19 pandemic. Speaking at a wellness tourism workshop hosted by the UN Tourism regional office for the Middle East in Riyadh, he emphasized the sector’s role as a driver of economic growth, tourism diversification, and sustainability across the region.
“What many consumers are looking for is that authenticity touch, that local touch, and to create a positive impact at the destination,” Julian said, noting that strong policies and strategies are essential to sustain growth in the sector.
According to the latest World Tourism Barometer, global tourist arrivals reached 1.5 billion in 2024, marking a full recovery to pre-pandemic levels. The Middle East led the rebound, surpassing pre-pandemic figures by 41 percent in 2024 and continuing its strong momentum into 2025, with arrivals up 29 percent in the first half of the year compared to 2019.
Tourism export revenues climbed to $2 trillion—14 percent higher than in 2019—while the sector’s direct GDP contribution stood at $3.4 trillion in 2023.
Julian praised Saudi Arabia’s investments in real estate and hospitality projects that integrate wellness, calling them a “big positive step” toward tourism diversification and revenue generation.
He also highlighted the challenges facing global tourism, including geopolitical and economic pressures, and stressed the need for proper infrastructure, effective marketing, digitalization, and data-driven decision-making to attract diverse traveler segments—from Generation Z to luxury and senior tourists.
“Goal 3 of the SDGs is about ensuring healthy lives and promoting wellbeing for all,” he said. “Wellness tourism is about improving quality of life for everyone. Sustainable and inclusive policies must place local communities at their center so they too can benefit.”
Julian further underscored the need to address climate change through sustainable practices, referencing the Glasgow Declaration and other initiatives aimed at reducing carbon emissions, food waste, and plastic use.
Samer Al-Kharashi, director of the UN Tourism regional office for the Middle East, echoed the call for clear national policies and regional cooperation. He told Arab News that the region’s diverse heritage and resources position it strongly for wellness tourism leadership.
“What we need is clear policies, regional support, and political will,” Al-Kharashi said. He added that wellness experiences could be integrated with gastronomy and agritourism to enhance visitor experiences, citing Saudi Arabia’s gigaprojects—AlUla, the Red Sea, NEOM, and Asir—as examples of the Kingdom’s growing commitment.
Riyadh, he noted, is also positioning itself as a hub for wellness and health tourism, with increasing private-sector participation through hotels and resorts designed around wellness concepts.
“It is a very attractive and profitable sector,” Al-Kharashi said, noting that such initiatives align with both Saudi Vision 2030 and the UN Sustainable Development Goals.
“With Saudi Arabia aiming for 150 million tourists by 2030, wellness products are vital for diversification,” he added. “Each destination—whether desert, sea, or mountains—offers a unique wellness experience.”