Why Saudi Arabia should lead the Middle East’s ecotourism revolution 
The global tourism sector is pivoting rapidly toward sustainability. Today’s travelers, especially the younger generations, are no longer satisfied with ticking off landmarks; they are looking for deeper, more responsible ways to connect with the places they visit.
According to the UN World Tourism Organisation, ecotourism — tourism that combines education, sustainability, and conservation — is poised to become a $945 billion industry by 2034, almost quadrupling in 10 years from its current market size of $248 billion in 2024. The question is not whether Saudi Arabia should enter this space, but how boldly it intends to lead it.
Saudi Arabia is uniquely positioned for this. With mega-projects like the Red Sea, AlUla, and AMAALA, alongside a rapidly expanding network of royal reserves and protected areas, and national sustainability programs, the Kingdom has already laid the groundwork for sustainable tourism that blends luxury with environmental preservation. But to seize the full potential of ecotourism, we need to think beyond grand projects and start building an ecosystem that speaks directly to the sustainability-conscious traveler.
So, what does ecotourism look like in the Saudi context? For one, it is about making the most of the Kingdom’s natural landscapes, whether that is the coral reefs of the Red Sea, the rugged peaks of Asir, or the biodiversity of the newly established royal reserves. But equally, it is about showcasing the country’s cultural heritage in a way that respects both the past and the environment — think ancient Nabatean sites, traditional arts, and Bedouin storytelling under the stars.
Authenticity is also key. A Booking.com survey found that, globally, 77 percent of travelers seek authentic experiences that reflect local culture. In Saudi Arabia, that could mean guided hikes with conservationists in protected areas, immersive stays in eco-lodges built with local materials, or culinary experiences that draw on regional ingredients and traditions. And let us not forget the opportunity to educate visitors on the Kingdom’s unique ecosystems, from the endangered Arabian leopard to the vibrant coral systems that are among the most resilient to climate change globally.
As global travelers seek sustainable and authentic experiences, the Kingdom has a unique opportunity to position itself by blending natural wonders with cultural heritage and conservation efforts
The Kingdom’s royal reserves, including areas like the King Salman bin Abdulaziz Royal Reserve and the King Abdulaziz Royal Reserve, which were both recently added to the International Union for Conservation of Nature Green List, offer tremendous potential as ecotourism anchors. These reserves are already involved in habitat restoration and species reintroduction, such as the Arabian oryx and other native species. By integrating these efforts with thoughtfully designed visitor experiences — like guided wildlife observation, conservation workshops, and citizen science projects — Saudi Arabia can create a distinctive ecotourism proposition that not only protects the environment but actively engages visitors in its stewardship.
But authenticity must be matched by thoughtful strategy. That means developing ecotourism on three levels: national policies that define the sustainability vision, regional strategies tailored to the characteristics of each province, and site-specific plans that ensure conservation comes first. For Saudi Arabia, this multi-tiered approach is already taking shape with the Saudi Green Initiative and Vision 2030’s clear sustainability objectives, but more granular, actionable plans are also needed to protect both nature and visitor experiences.
Understanding who the eco-traveler is will also be critical. FTI Consulting’s recent whitepaper, titled “The Untapped Potential of Ecotourism in the GCC,” segments these travelers into several categories. These are the “Nature Observer,” who seeks intimate connections with wildlife and ecosystems; the “Family Traveller,” who wants educational, hands-on experiences that kids will remember; the “Luxury & Wellness Seeker,” who desires eco-friendly comfort and exclusivity; and the “Adventure Enthusiast,” always chasing the next thrill, from rock climbing to scuba diving.
Saudi Arabia can cater to all these segments by designing visitor journeys that are both unforgettable and sustainable, from the discovery stage (where digital marketing plays a huge role), to accommodation, activities, and post-trip storytelling that turns visitors into brand ambassadors for the Kingdom.
It is also important to recognize that ecotourism is not a one-size-fits-all proposition. What appeals to a seasoned naturalist may differ greatly from what attracts a family or wellness-focused visitor. That is why designing a spectrum of experiences — from accessible nature trails and educational centers to high-end eco-resorts and adventure tours — will be key to broadening appeal while preserving the integrity of natural sites. Saudi Arabia can also leverage its strong digital infrastructure to create smart tourism solutions, enabling visitors to plan sustainable itineraries, track their carbon footprint, and access real-time information about the ecosystems they are exploring.
However, delivering on this promise requires more than a great visitor experience. It hinges on enabling the private sector through clear incentives, public-private partnerships, and robust policy support. Look at Panama, where tourism investments are encouraged through tax breaks tied to sustainability criteria, or Australia’s model of engaging tourism operators directly in conservation efforts for the Great Barrier Reef. Saudi Arabia could take a similar path, offering benefits to businesses that invest in sustainable infrastructure, train local talent, and support environmental preservation.
Equally important is community involvement. For ecotourism to be sustainable, it must uplift the people who call these natural areas home. In Kenya’s Ol Pejeta Conservancy, locals benefit economically from tourism while actively participating in conservation. Saudi Arabia can adapt this model by involving local communities in guiding, hospitality, crafts, and storytelling, ensuring the benefits of tourism are distributed inclusively.
Moreover, community-based tourism initiatives can help preserve intangible cultural heritage, such as local crafts, music, and storytelling traditions, which are at risk of being lost. This dual focus on nature and culture not only enriches the visitor experience but also fosters pride and economic resilience in rural communities. By creating pathways for local entrepreneurship within the tourism value chain, Saudi Arabia can ensure that the expansion of ecotourism aligns with its broader goals of economic diversification and social inclusion under Vision 2030.
The Kingdom’s ambition to welcome 150 million visitors by 2030 is impressive, but the real success will lie in the quality of experiences offered by the tourism sector and the legacy left behind. Ecotourism provides a pathway to achieve both: creating jobs, protecting natural heritage, and redefining the Middle East’s tourism narrative on the global stage.
Saudi Arabia has the landscapes, the heritage, and the will. Now, it has the chance to show the world that luxury, culture, and sustainability are not mutually exclusive — they can coexist beautifully in the heart of the Arabian Peninsula. By leading the ecotourism revolution, the Kingdom will not just be opening its doors to the world — it will be setting a new standard for how the world travels.
• Antoine Nasr is the head of middle east at FTI Consulting. Nasr has more than two decades of management consulting experience, with a focus on public sector work. He has supported governments in the Middle East and across the globe in shaping national visions and policies and defining socio-economic development agendas. And has led large-scale transformation and restructuring efforts for public and private sector entities.
