↑ Sulaiman Al-Romi, Chairman of the KBLT Congress Advisory Board and Chairman & CEO of Gulf Reps Ltd.. Image Courtesy: KBLTThe 5th edition of the Kingdom Business & Luxury Travel (KBLT) Congress is being held on 6–7 September 2026 at the Mövenpick Hotel and Residences Riyadh, bringing together more than 100 pre-qualified Saudi buyers alongside leading global travel brands. The event forms part of a period of strong growth for the Saudi hotel sector, driven by Vision 2030 and the Kingdom’s ambition to rank among the world’s top ten tourist destinations.
A market in the midst of transformation
Saudi Arabia’s outbound travel spend is expected to exceed €26.4bn ($30.7bn, or SAR115bn) in 2026, across around 12.3 million international trips. The luxury travel segment, estimated at €11.6bn ($13.5bn) this year, is projected to surpass €21.5bn ($25bn) by 2033 (conversions at the 7 September 2026 exchange rate).
For the KBLT Congress Advisory Board, these figures reflect a transformation that runs deeper than volume growth alone. The Saudi traveller is redefining their standards, obliging brands and destinations to rethink their approach to the upper end of the market.
Expectations that go beyond the conventional five-star
Sulaiman Al-Romi, Chairman of the Advisory Board of the KBLT Congress and Chairman & CEO of Gulf Reps Ltd., Saudi Premier Travel & Tourism Group, places this shift at the heart of the market’s evolution. He said that KBLT had evolved from a gathering into a genuine international congress, driven by global demand and unprecedented attendance, adding that this growth reflected the remarkable transformation of the Saudi outbound luxury travel market, which had matured rapidly.
According to him, the most significant change concerns not spending levels but expectations.
He added that the major shift under way was from conventional luxury towards personalised, meaningful and genuinely bespoke experiences, noting that today’s Saudi travellers were seeking cultural immersion, wellness, intimacy and seamless service rather than standardised five-star offerings.
From promise to lived experience
Waleed Bin Huzaim, a strategic communications and international protocol consultant to the Saudi government sector, observes that the Kingdom’s tourism narrative has caught up with its original ambitions. He noted that a few years ago, much of Saudi tourism communication had involved setting out ambitions and showing the world what the Kingdom planned to build, whereas today the story was different, with many of those ambitions having become real experiences that visitors could see and live for themselves — a shift, he suggested, from a narrative of intent towards an invitation to experience.
Building a narrative, not just a stay
Daniel Ponzo, Managing Director of Zahid Travel Group, identifies the most significant commercial opportunity for destinations willing to adapt. He stressed that Saudi travellers were increasingly choosing their destination based on the story of the experience rather than the hotel brand, and noted that many destinations continued to sell rooms and itineraries instead of genuinely bespoke experiences — underestimating, in his view, how much Saudi travellers valued discretion, scheduling flexibility and truly personalised service.
His conclusion summed up the focus of this year’s congress: Saudi luxury travellers, he said, had moved from wanting the best hotel to wanting the best story, and the destinations that understood this shift would be the ones to dominate the market over the coming decade.
A strategic issue for hoteliers and investors
This rise in expectations comes as the Kingdom continues to roll out its hotel offering across every market segment, from experiential luxury to mid-market business. Sidh NC, Director of QnA International, which organises the congress, said that each edition of KBLT had grown alongside the market it serves, and that this year was no exception, noting that what began as a platform connecting Saudi buyers with global travel brands had become one of the most closely followed luxury events in the region.
For hotel executives, developers and investment funds active across the Arabian Peninsula, the signal sent by this 5th edition extends well beyond the event itself: it confirms that a growing share of global luxury demand is now being steered from Riyadh, and that operators able to anticipate these new expectations will be best placed to capture this high-value segment.
At a glance by The Hospitality Tribune
Saudi Arabia’s outbound luxury travel enters a new era
Outbound tourism spend projected to exceed $30.7bn (€26.4bn) in 2026, on around 12.3 million international trips
Luxury travel segment valued at $13.5bn (€11.6bn) in 2026, forecast to top $25bn (€21.5bn) by 2033
5th KBLT Congress held 6-7 September 2026 at Mövenpick Hotel and Residences Riyadh
More than 100 pre-qualified Saudi buyers meeting global travel brands
Shift underway from conventional five-star luxury to curated, personalised, story-led experiences
Advisory Board flags a gap: many destinations still sell rooms and itineraries rather than bespoke narratives
