Saudi Arabia Poised to lead Wellness Tourism in the Middle East
RIYADH: Saudi Arabia has strong potential to become a leading destination for wellness tourism in the Middle East, thanks to its rich natural and cultural assets, a UN Tourism official told Arab News on Tuesday.
Michel Julian, senior program officer for market intelligence at UN Tourism, explained that demand for travel centered on health and wellbeing has grown considerably since the COVID-19 pandemic.
He spoke at a wellness tourism workshop at the UN tourism regional office for the Middle East in Riyadh. The workshop explored the sector’s growing potential as a driver of economic growth, tourism diversification, and sustainability across the region.
A wellness tourism workshop at the UN Tourism regional office for the Middle East in Riyadh explored the sector’s growing potential as a driver of economic growth. (Supplied)
“Consumers are looking for an authentic, local experience and want to create a positive impact at the destination,” Julian said. He emphasized the need for strong policies and strategies to sustain growth in the sector.
The latest World Tourism Barometer shows global tourist arrivals reached 1.5 billion in 2024, returning to pre-pandemic levels.
The Middle east has led the recovery, exceeding pre-pandemic levels by 41 percent in 2024 and continuing that momentum into 2025. Arrivals were up 29 percent in the first half of 2025 compared to 2019.
HIGHLIGHTS
Saudi Arabia possesses significant potential in wellness tourism due to its natural and cultural resources.
Demand for wellness-focused travel has increased since the COVID-19 pandemic.
The middle East is leading the global tourism recovery, surpassing pre-pandemic levels.