Our recent survey, launched in February 2024 on our panel ‘ArabViews’, reveals an exciting landscape where Saudis are embracing their homeland with enthusiasm, exploring both cultural and natural treasures.
Our findings show a high engagement in local tourism activities among Saudis.Nearly 2 in 10 Saudis enjoy these activities every week, demonstrating a consistent desire to immerse themselves in the experiences their country offers. Additionally, 41% engage in these activities on a monthly basis, and another 41%participate once or twice a year.
What's particularly striking is that all respondents reported participating in such activities at least once. These findings not only highlight the active involvement of Saudis in experiencing their country's cultural and natural wealth but also suggest the effectiveness of domestic tourism initiatives. The consistent participation across various frequency levels indicates a robust appetite for exploration and a willingness to embrace the diverse offerings of Saudi Arabia.
Among the various regions, residents of Dammam stand out as the most frequent local tourists, with many engaging in weekly adventures. They are particularly enthusiastic about local tourism, engaging in both cultural and outdoor activities more frequently than those in Riyadh and Jeddah.
Culture Takes Center Stage in Saudi…
A notable 52% of Saudis enjoy a mix of cultural and outdoor activities, with a clear preference for cultural and educational experiences (30%) over outdoor activities (17%). This aligns with the changing global image of Saudi Arabia as a tourist-friendly and welcoming nation. People in Saudi Arabia are now more open to engaging in a variety of activities, reflecting the country's efforts to create a lively and inclusive culture for everyone.
Historical sites (63%) and museums (62%) are the most popular cultural activities among Saudis, closely followed by cultural festivals (61%). Whether Saudis are music lovers, art enthusiasts, or eager to immerse in local culture, results show that residents of Dammam are more likely to be attracted by the festivals in Kingdom.In Saudi, a big part of the travel for many (66%) is learning about the local traditions and customs. 60% of Saudis are also simply interested in art and culture.
Our survey results showed another clear trend. 58% of people said that connecting with art and culture is important to them, which shows a strong interest in cultural experiences across the board.
Nature calls…
When asked about their favorite outdoor activities, Saudis overwhelmingly expressed a love for nature. Activities like nature camping and hiking are incredibly popular, with 68% and 58% of respondents favoring them, respectively. Interestingly, these nature-based activities even surpass traditional desert activities associated with the Gulf region (Camel trekking, desert camping and others), which scored at 50%.
What motivates Saudis to indulge in outdoor activities?
The survey reveals that the allure of fun (67%) and cherished moments with family and friends (66%) are primary drivers. The thrill of exploring new places (59%) also adds to the pull.
A closer look at generational preferences sheds light on interesting nuances. GenX individuals tend to gravitate towards outdoor activities as a means of connecting with nature, while GenY people seem to enjoy the challenges offered by outdoor activities.
Breaking Free from Routine
In Saudi Arabia, people are craving a break from their everyday routines, and this desire is shaping both their cultural and outdoor activities. These experiences offer Saudis a chance to step out of the ordinary. Whether it's exploring the rich history of their culture or hiking through scenic mountains, the urge to break free from routine appears as a driving force behind their activities.
Family first… Saudis make memories through local tourism
In Saudi Arabia, family is not just important; it's the cornerstone of local tourism.Our survey results reveal that 78% of Saudis prioritize family when choosing travel companions.However, although family takes center stage in Saudi local tourism, friends aren't left out. 47% of Saudis, particularly GenZ, opt to travel with their peers for local tourism experiences.