Saudi Outbound, a new agency dedicated to Saudi outbound tourism, made its debut at WTM Spotlight Riyadh 2026. The organization, founded by Dr. Jens Thraenhart, presented a keynote address on September 9 that emphasized the kingdom’s distinct traveler segments and the evolving expectations of Saudi visitors. These developments align with the goals of Vision 2030, which has accelerated tourism growth in the region.
Saudi outbound travel spending reached SAR 110.4 billion (USD 29.4 billion) in 2025, reflecting a 7% increase from the previous year, according to data from the Saudi Central Bank. Despite this growth, many tourism businesses continue to use generic approaches aimed at the broader Gulf region. Dr. Thraenhart criticized this strategy, calling it a fundamental error. The Saudi market, he argued, differs significantly—not only in financial capacity but also in travel motivations and behavior. Campaigns designed for one segment often fail to engage others entirely.
Dr. Fahad Mohammed Alhuqbani, a professor at King Saud University, supported this perspective in the foreword for the agency’s upcoming handbook. He noted that Saudi travelers cannot be categorized as a single group but instead represent a diverse market with varied interests. The agency’s framework divides destinations into four categories: established markets needing premium enhancements, high-potential competitors ready for rapid expansion, emerging opportunities requiring promotional efforts, and specialized niches best explored before major investments.
This segmentation highlights a broader trend: Saudi travelers now demand global destinations to match the high standards they experience domestically. The kingdom’s tourism expansion, driven by Vision 2030, has set new expectations for infrastructure, cultural experiences, and service quality. Destinations that adapt to these demands will gain a competitive advantage, while those relying on generic Gulf strategies risk losing market share.
Saudi Outbound provides three primary services: strategic development to guide market entry, positioning, and partnership formation; implementation support for campaigns, digital initiatives, and staff training; and continuous advisory services for performance tracking and partnership management. The agency also operates the Saudi Outbound Academy, an online certification program for tourism professionals, and the Saudi Outbound Tourism Awards (SOTA), with the 2026 awards cycle already active for businesses excelling in Saudi marketing efforts.
The agency’s methodology sets it apart from traditional consultancies by merging global tourism expertise with deep local insights. Dr. Thraenhart, who previously advised the Saudi Tourism Authority and held marketing leadership roles in Barbados and Southeast Asia, stresses that destinations must tailor strategies to Saudi travelers’ expectations rather than applying generic Gulf-focused approaches. He said most organizations that want to reach Saudi travelers start with a strategy built for the Gulf region as a whole, and that’s the first mistake. Saudi Arabia is its own market, distinct from the rest of the Gulf, and it’s changing faster than almost any other source market they track.
Dr. Thraenhart is authoring The Saudi Outbound Travel Opportunity Handbook, which synthesizes his two decades of international tourism experience. An executive summary is available now, with the full publication scheduled for late 2026. The agency operates under Chameleon Strategies, its parent company, which supports tourism ventures including Destinspire and TourismCampaigns.com.