Religious tourism keeps growing fast in Saudi Arabia. Madinah alone attracts millions of visitors every single year. Now the kingdom wants to build on that momentum.
The Ministry of Tourism reported 14 million international visitors for religious purposes in 2025. That made religious travel the country's largest visitor segment by far. Domestic religious tourism grew alongside it too.
The Numbers Behind The Growth
Roughly 14 million Saudi residents traveled domestically for religious purposes last year. Of those, about 6.5 million visited Medina specifically. These figures highlight just how central Madinah is to national tourism.
Leisure and business travel numbers fell well short of these totals. Religious tourism clearly drives the bulk of Saudi Arabia's visitor economy. That reality is shaping how officials plan future investment.
Enter The "Umrah Plus" Strategy
Industry leaders have coined a phrase for this new approach. They call it "Umrah plus" tourism development. The idea encourages pilgrims to explore more during their visits.
Rather than focusing only on religious sites, officials want fuller experiences. Cultural, heritage, and entertainment offerings are all part of the plan. The goal is longer stays and higher visitor spending.
Where Hijaz Eye Fits In
The newly announced Hijaz Eye Ferris wheel reflects this exact strategy. Valued at $135 million, it targets Madinah's growing visitor base directly. The attraction aims to give pilgrims something extra beyond religious activities.
Industry experts have spoken openly about this opportunity. They note that a lot can be done around Hajj and Umrah travel. Experiential tourism, they argue, remains largely untapped in the holy cities.
A Strategy Built For The Long Term
This push aligns closely with Saudi Arabia's Vision 2030 goals. Tourism diversification remains a core economic priority for the kingdom. Projects like Hijaz Eye show how that priority is taking shape.
With millions of pilgrims already visiting each year, the opportunity is massive. Saudi Arabia now appears ready to capture more of that visitor spending. Madinah's transformation into a fuller destination has clearly begun.
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