The global travel industry marked a landmark year in 2025, with many regions surpassing pre-pandemic highs across traveller spending, international mobility and air traffic volumes. This remarkable resurgence, a testament to the resilient human appetite for exploration, has been amplified by increased long-haul capacity and, critically, the transformative integration of advanced digital and AI-powered solutions across the travel ecosystem.
Today, the sector is evolving at a rapid pace with discerning travellers actively seeking smarter and more personalised experiences that reduce friction and instil greater confidence at every touchpoint. This paradigm shift defines our path forward.
In Saudi Arabia, the spurt of the tourism sector is a direct outcome of the visionary ambition enshrined within Vision 2030. It’s a strategic renaissance, fuelled by the kingdom’s judicious investments, an array of captivating cultural and entertainment offerings, a rapidly expanding aviation network and a domestic as well as global audience keen to discover the kingdom’s hidden gems.
Almosafer sits at the very heart of this transformation. As Saudi Arabia’s leading travel company, we connect and empower a sophisticated ecosystem spanning airlines, world-class hotels, dynamic destination management organisations, pioneering giga-projects, essential pilgrimage platforms and a vibrant line-up of experience providers.
With our ever-expanding international partnerships, unparalleled domestic footprint, and steadfast commitment to leveraging cutting-edge AI capabilities, Almosafer is a pivotal force, actively shaping how travellers engage with the region and, crucially, how Saudi Arabia presents its evolving identity and boundless potential to the world. Our role is one of stewardship and innovation, ensuring that this era of unprecedented growth benefits every traveller and enriches the kingdom’s global standing.
The year 2025 was a landmark one for us, where we fundamentally shifted how travel is envisioned, delivered and experienced across the region. Our pioneering integration of artificial intelligence has been central to this transformation, embedding AI at the core of our innovation strategy: from product engineering and marketing initiatives to hyper-personalisation and streamlined efficiency, defining our operations.
Simultaneously, 2025 saw us significantly broaden our strategic partnership ecosystem.
Our exceptional year, marked by a record-breaking 30 per cent year-on-year surge in net booking value, stands as a testament to our strategic vision and unwavering execution.
Our continued leadership in the Hajj and Umrah sector, notably through the Nusuk Hajj platform and an expanding global partner network, has significantly enhanced access and choice for pilgrims worldwide.
We’ve strategically amplified destination development, forging powerful collaborations with Saudi Arabia’s transformative giga-projects and DMOs – including Red Sea Global and Diriyah as well as Qiddiyah City – while simultaneously expanding our global reach with leading international tourism boards – from VisitBritain to key Asian, GCC and European destinations – to both connect GCC travelers with the world and elevate our region’s global appeal.
As the central, connective force within Saudi Arabia’s expanding tourism landscape, we are ensuring a cohesive, robust and future-ready infrastructure for all.
The past year redefined the Saudi and wider MENA travel landscape. Macro trends drove a seismic shift in traveller expectations and accelerated the industry’s evolution, including the surge in experiential tourism – a clear demand for deeper cultural immersion and adventure – alongside a sustained domestic travel boom, fueled by new hospitality and entertainment offerings. Crucially, digitisation and AI-led innovation now dominate the entire travel journey, from inspiration to in-destination support. Today’s traveller demands seamless, personalised, mobile-first experiences, setting an unprecedented bar for the industry and dictating our strategic imperatives moving forward.
As Saudi Arabia advances toward its Vision 2030 goal of becoming one of the world’s most dynamic tourism destinations, Almosafer continues to play a pivotal role in translating national ambitions into traveller experiences and economic impact.
