Sparkloft’s Discovery Trips are all about exploration of new places, perspectives, and possibilities. For Renata, that meant traveling to Saudi Arabia to see how tourism is transforming lives, especially for women and young people. What she discovered went far beyond landscapes or landmarks. It was a firsthand look at a cultural transformation powered by creativity, ambition, and change:
I've spent my entire career in tourism, hopping from one corner of the world to another. And here's what I've learned: tourism isn't just about beautiful hotels and Instagram-worthy sunsets. It's about transformation. It's about watching communities progress and bloom in ways you never expected.
So when Saudi Arabia started making headlines with Vision 2030 and these massive tourism investments, I knew I had to see it for myself. I needed to know: was this real change, or just glossy marketing?
What I Found Stopped Me in My Tracks
I landed expecting to see change. What I found was a revolution — and it's being led by a generation of young Saudis who are confident, creative, and ready for their moment.
Here's the thing about Vision 2030: it's not just an economic plan. Launched in 2016, it's basically Saudi Arabia saying, "We're done being defined by oil alone. We're building something new." And tourism is not just part of the plan, it is the heart of it.
The numbers are impressive. In 2024, Saudi Arabia welcomed over 116 million visitors. They achieved their 2030 goal seven years ahead of schedule. Tourism now pumps $132 billion into the economy and has created over 900,000 jobs.
But forget the numbers for a second. The real story is happening in coffee shops, heritage sites, and tour buses across the Kingdom. It's in the faces of young people and women who are enjoying new opportunities and stepping into roles that simply didn't exist a few years ago.
The Youth Are Leading the Way
Picture this: 63% of Saudi Arabia's population is young people. 50% of them are under 25! And tourism is changing their futures.
They're not just taking jobs — they're creating careers as tour guides, photographers, archaeologists, cultural storytellers, and hospitality innovators. They're the ones who will shape what Saudi tourism becomes.
The Women Who Are Changing Everything
This is where the story gets really powerful.
The transformation I witnessed among Saudi women is unlike anything I've seen before. We're talking about changes that touch their lives in deep ways, in how they work, travel, dream, and build their futures.
Since 2018, a series of reforms has completely reshaped what's possible. In addition to the extinction of the religious police, here are some of the big changes:
- They can drive (2018) — which means mobility, independence, opportunity
- They can travel freely (2019) — women over 21 can explore the world on their own terms
- They have legal independence — managing their own documents, businesses, and future
Women now make up 45% of the tourism workforce, one of the highest rates in any sector in the country. They're historians, entrepreneurs, storytellers, and business owners. They're the ones sharing Saudi culture with the world, with pride and passion.
Places That Take Your Breath Away
The investment in tourism is absolutely massive. We're talking about new resorts and entire cities being built, such as Red Sea Global and NEOM, as well as historic landmarks being lovingly restored, like Jeddah Old Town. Multiple UNESCO World Heritage sites. It's stunning.
I visited Jeddah and AlUla, and both left me speechless in completely different ways:
Jeddah — once just a trade port, now this vibrant coastal city where families and young people gather at the new marina, where the Red Sea sparkles, where life happens out in the open. The UNESCO-listed Old Town is being transformed by young entrepreneurs turning coral-stone houses into art galleries and cozy cafés. It's history meeting hustle, and it's beautiful.
AlUla — AlUla is Saudi's crown jewel. The landscape alone is incredible. AlUla Old Town, Hegra, Elephant Rock, the Maraya concert hall reflecting the desert sky... I literally stood there with my mouth open. It's the kind of place that reminds you why humans have always been moved to travel, to see, to wonder.
The Warmth That Surprised Me Most
What really stayed with me? The people.
Everyone was so warm. So welcoming. So genuinely content. I saw women everywhere — out with friends, with family, enjoying the new spaces, the new freedoms, the new possibilities. It is an exciting energy in the air.
Why This Matters Beyond Saudi Arabia
Here's why I'm telling you all this: because it's proof of something I've believed my whole career.
Tourism, when done thoughtfully, doesn't just bring money to a place. It opens doors. It creates possibilities. It gives people — especially young people and women — the chance to write their own futures.
Saudi Arabia is writing a new chapter right now. And the authors? They're the young Saudis I met — the guides, the entrepreneurs, the dreamers who are showing the world what their country is becoming.
The desert is blooming. There is still a long way to go, but it's only just beginning.
