Visa Travel Pulse reveals Riyadh Season drives 47.6% surge in international visitors

SAUDI ARABIA – Visa’s latest Travel Pulse study, powered by VisaNet data, has revealed a 47.6% year-on-year increase in international visitors and significant spending growth during Riyadh Season.

Riyadh experienced a surge in international visitors, with over 500,000 Visa cardholders arriving in Q4 2024, reflecting a 47.6% year-over-year increase.

Among these, 20,000 visitors (5.1%) attended Riyadh Season events, highlighting the growing appeal of the city’s entertainment and cultural offerings.

Major events played a crucial role in attracting visitors

Concerts, including Amr Diab’s performance (+28% visitor growth impact), Ana Arabia and the Harry Potter Experience (+27%), and Rabeh Saqer Night (+18%), drew significant crowds.

Sporting events such as WWE (+26%) and the WTA Finals (+10%) further contributed to the influx.

Additionally, the United Nations Convention to Combat Desertification (UNCCD) Conference of Parties (COP16) helped boost both visitor numbers and spending in the city.

Riyadh welcomed travelers from 195 countries during Q4 2024, with the highest number of visitors and spending coming from Kuwait (83% YoY growth), Qatar (43%), and the UAE (29%). The UK (42%) and the US (30%) also contributed significantly.

Mainland China saw the highest YoY visitor increase at 111%. Despite lower arrival numbers, spending from Asia Pacific nations (excluding China) and the Commonwealth of Independent States (CIS) surged by 220% and 170%, respectively.

Increase in visitor spending

Spending saw notable increases across various sectors. The Food & Dining category grew by over 25% YoY, while Shopping & Retail saw a 23% rise.

Dining remained particularly popular, with one in two Visa cardholders choosing to eat at restaurants or quick-service establishments, spending an average of $22 per transaction.

Visa reiterated its commitment to supporting tourism authorities in Saudi Arabia and the wider GCC through data-driven insights and advanced payment solutions that enhance the visitor experience.

The company’s analytics provide financial institutions and businesses with valuable consumer trend insights, allowing for tailored engagement strategies that improve brand loyalty and transaction security.

These solutions ensure seamless, secure, and rewarding payment experiences for both international travelers and Saudi residents exploring destinations worldwide.

Ali Bailoun, Visa’s Regional General Manager for Saudi Arabia, Bahrain, and Oman, emphasized that Riyadh Season is a key driver in transforming the Kingdom into a premier global tourism and entertainment destination.

He highlighted Visa’s role in supporting Saudi Arabia’s economic diversification and its goal of attracting 150 million visitors annually by 2030 through digital innovation and data-driven strategies.

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