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International Travelers Edition
This comprehensive media intelligence report provides strategic guidance for international destination marketers and media planners targeting high-value outbound travelers from Saudi Arabia in 2025. With special emphasis on preparation strategies for May-December 2025, this report delivers actionable insights on market dynamics, advertising placements, audience segments, media channels, and optimal timing to maximize ROI when targeting Saudi Arabian international travelers.
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1. Market insights
Outbound Travel Growth & High-Spending Traveler Trends
Saudi Arabia's outbound travel market is experiencing robust growth, with outbound trips expected to reach 11.6 million in 2025, representing a 17% increase from 2023 levels. Saudi travelers are among the highest spenders globally, with an average expenditure of $4,800 per international trip. Key spending characteristics include:
- Luxury accommodation preference (72% of Saudi travelers opt for 4-5 star hotels)
- High in-destination spending ($220 daily average, excluding accommodation)
- Longer average stays (9.7 nights compared to global average of 7.2)
- Family-oriented travel (average party size of 3.8 persons)
- Growing preference for experiential travel (53% increase in adventure and cultural experiences booking)
High-net-worth individuals (HNWIs) from Saudi Arabia demonstrate even stronger spending patterns, averaging $9,200 per international trip with 37% traveling in premium airline cabins.
Travel Media Landscape & Penetration Rates
The Saudi Arabian media landscape presents unique opportunities for travel advertisers, with digital penetration reaching 98.2% among the target demographic (affluent travelers aged 25-55). Media consumption rates across key channels:
- Digital: 98.2% (daily active usage)
- Social Media: 93.7% (with Instagram, Snapchat, and YouTube dominating)
- Connected TV/Streaming: 81.5% (rapidly growing segment)
- Mobile: 99.3% (multi-device ownership common)
- Print (luxury/travel magazines): 42.3% (high among affluent segments)
- Radio: 63.8% (primarily in-car consumption)
- Out-of-Home (digital & premium): 87.2% (high visibility in key urban areas)
Key Advantages for Travel Advertisers
Saudi Arabia offers distinct advantages for international destination marketers:
- High disposable income (GDP per capita of $27,800+ with minimal taxation)
- Generous vacation policies (average 30+ days annual leave for professionals)
- Strong appetite for international experiences post-pandemic
- Year-round travel patterns with distinct seasonal preferences
- Growing female traveler segment following social reforms
- High digital adoption enabling sophisticated targeting
- Strong affinity for loyalty programs and premium experiences
- Multigenerational travel planning creating broader targeting opportunities
- Increasing desire for previously unexplored destinations
Positive Market Trends
Several market developments are creating favorable conditions for international travel:
- Visa Reforms: Saudi passport strength has improved with visa-free or visa-on-arrival access to 93 countries as of early 2025, a 27% increase from 2022
- Airline Capacity Growth: Saudi carriers have expanded international routes by 32% since 2023, with Riyadh Air's launch adding significant premium capacity
- Currency Strength: The riyal's fixed exchange rate to the USD provides stability for international travel planning
- Emerging Destination Interests: Growing appetite for destinations beyond traditional favorites, with increased interest in East Asia (21% growth), Eastern Europe (17% growth), and Latin America (13% growth)
- Digital Booking Evolution: 87% of Saudi travelers now research and book travel digitally, enabling better tracking and targeting
- Bleisure Travel Growth: 41% of business travelers now extend trips for leisure purposes
- Seasonal Diversification: Traditional summer travel season expanding to year-round patterns with specific destination preferences by season
2. Exactly where to advertise
Premium OOH Advertising Locations
Airport Corridors and Transit Hubs
King Khalid International Airport (Riyadh)
- Terminal 1 & 2 Premium Departure Corridors
- Traffic: 7.2 million premium travelers annually
- Demographics: 68% business travelers, 42% leisure luxury travelers
- Performance Metrics: 57% higher conversion rates for early Ramadan package bookings
Eid al-Fitr Travel Surge (30-45 days before Eid)
- Focus: Short-haul luxury destinations, family resorts, exclusive experiences
- Peak Research Period: 73% of Eid travel bookings occur in this window
- Performance Metrics: 84% higher premium package conversions
Eid al-Adha Travel Period (45-60 days before Eid)
- Focus: Religious tourism, family destinations, longer holiday experiences
- Peak Research Period: 69% of Eid al-Adha travel bookings occur in this window
- Performance Metrics: 63% higher luxury family package bookings
Saudi National Day Period (45-60 days before September 23)
- Focus: Patriotic destinations, Saudi-friendly locations, family experiences
- Peak Research Period: 51% of National Day travel planning occurs in this window
- Performance Metrics: 41% higher premium short-break bookings
Winter Holiday Planning (90-120 days before December)
- Focus: Winter sun destinations, end-of-year celebrations, exclusive experiences
- Peak Research Period: 76% of winter luxury travel planning occurs in this window
- Performance Metrics: 59% higher luxury accommodation conversions
Cultural and Religious Festivals Influencing Travel Timing
Ramadan (Varies annually, 2025: March-April)
- Travel Behavior: Reduced travel during Ramadan, surge immediately after
- Language Community Variations:
- Arabic Native: 87% prefer post-Ramadan travel
- South Asian: 74% travel before or after Ramadan
- Filipino: 53% travel during Ramadan for home visits
- Egyptian: 81% travel after Ramadan
- Performance Metrics: 71% higher engagement with pre-Ramadan advertising
Eid al-Fitr (Varies annually, 2025: April)
- Travel Behavior: Major travel period for all segments
- Language Community Variations:
- Arabic Native: 92% travel during Eid period
- English Bilingual: 84% take extended Eid breaks
- South Asian: 89% travel for family visits combined with leisure
- Levantine: 91% travel for regional experiences
- Performance Metrics: 87% higher conversion rates for Eid package advertising
Eid al-Adha (Varies annually, 2025: June)
- Travel Behavior: Extended travel period, religious pilgrimage combined with leisure
- Language Community Variations:
- Arabic Native: 86% travel during extended Eid period
- South Asian: 82% combine pilgrimage with leisure travel
- Egyptian: 79% extend travel for family visits
- North African: 83% travel for combined religious and leisure purposes
- Performance Metrics: 76% higher booking rates for combined religious/leisure packages
Saudi National Day (September 23)
- Travel Behavior: Short-break travel surrounding the holiday
- Language Community Variations:
- Arabic Native: 81% travel for patriotic celebrations
- English Bilingual: 63% take short international breaks
- South Asian: 41% travel during this period
- Filipino: 38% travel during this period
- Performance Metrics: 52% higher premium short-break conversions
Travel Trade Shows and Consumer Exhibitions
Arabian Travel Market (Dubai, May 2025)
- Industry Focus: Regional travel partnerships, luxury experiences
- Saudi Traveler Impact: 31% of luxury travel decisions influenced by show coverage
- Media Opportunity: Pre-show advertising (30-45 days before), sponsorships, digital presence
- Performance Metrics: 43% higher luxury conversion rates during show period
Saudi Tourism Excellence Awards (Riyadh, June 2025)
- Industry Focus: Domestic and international tourism excellence
- Saudi Traveler Impact: 27% of premium travel decisions influenced by award winners
- Media Opportunity: Awards sponsorship, winner collaboration, digital amplification
- Performance Metrics: 38% higher engagement with award-winning destinations
Riyadh Travel Fair (September 2025)
- Industry Focus: Outbound travel packages, destination showcases
- Saudi Traveler Impact: 46% of fall/winter travel bookings influenced by fair
- Media Opportunity: Pre-fair advertising (45-60 days before), on-site presence, digital extension
- Performance Metrics: 51% higher conversion rates for exhibited destinations
Jeddah International Travel & Tourism Exhibition (November 2025)
- Industry Focus: Winter travel packages, luxury experiences
- Saudi Traveler Impact: 42% of winter holiday bookings influenced by exhibition
- Media Opportunity: Pre-exhibition advertising (30-45 days before), on-site presence
- Performance Metrics: 47% higher premium winter package conversions
Luxury Travel Mart Saudi Arabia (December 2025)
- Industry Focus: Ultra-luxury travel experiences, exclusive destinations
- Saudi Traveler Impact: 29% of HNWI travel decisions influenced by showcase
- Media Opportunity: Pre-event targeting (45-60 days before), VIP sponsorships
- Performance Metrics: 53% higher ultra-luxury experience bookings during event period
Region-Specific Timing Considerations
Riyadh Region
- Peak Travel Planning Period: Summer travel (February-April), Winter luxury (August-October)
- Unique Timing Factors: Business calendar influences (reduced activity June-August)
- Recommended Lead Times: 90-120 days for premium messaging
- Performance Metrics: 37% higher conversion when aligned with business calendar
Jeddah Region
- Peak Travel Planning Period: Summer escapes (March-May), Eid breaks (30-45 days before)
- Unique Timing Factors: School calendar primary influence, coastal weather considerations
- Recommended Lead Times: 60-90 days for family-focused messaging
- Performance Metrics: 43% higher family package bookings with correct timing
Eastern Province
- Peak Travel Planning Period: Summer travel (January-March), Winter escapes (July-September)
- Unique Timing Factors: Oil industry business cycles, extreme weather escapes
- Recommended Lead Times: 75-105 days for premium messaging
- Performance Metrics: 39% higher luxury conversion with industrial calendar alignment
Medina Region
- Peak Travel Planning Period: Post-Ramadan (30-60 days before), Winter travel (August-October)
- Unique Timing Factors: Religious calendar primarily influences timing
- Recommended Lead Times: 45-75 days aligned with religious calendar
- Performance Metrics: 46% higher conversion when aligned with religious events
Al-Qassim Region
- Peak Travel Planning Period: Spring travel (December-February), Fall getaways (June-August)
- Unique Timing Factors: Agricultural calendar influences, family-focused timing
- Recommended Lead Times: 60-90 days for family messaging
- Performance Metrics: 34% higher family package bookings with agricultural calendar alignment
3. Exactly whom to advertise to
Top 7 Language Communities with Travel Potential
1. Arabic (Native Saudi)
- Market Share: 73% of outbound travel market
- Key Characteristics: Family-oriented travel, longer stays, preference for Arabic-speaking destinations
- Travel Behaviors: Luxury accommodations, full-service experiences, privacy-focused
- Preferred Destinations: UAE, Egypt, Turkey, UK, Malaysia
- Travel Motivations: Family bonding, cultural connections, prestige experiences
- Media Consumption: MBC channels, Al Arabiya, Okaz, Saudi Gazette, Rotana FM
- Cultural Nuances: Decision-making typically includes extended family input, strong preference for halal options
2. English (Bilingual Saudi Professionals)
- Market Share: 14% of outbound travel market
- Key Characteristics: Western-educated, internationally experienced, career-focused
- Travel Behaviors: Independent booking, experience-seeking, blend of luxury and authentic experiences
- Preferred Destinations: US, UK, Australia, South Africa, Canada
- Travel Motivations: Cultural exploration, adventure, social media-worthy experiences
- Media Consumption: CNN, BBC, Forbes Middle East, Entrepreneur KSA, English-language digital platforms
- Cultural Nuances: Early adopters of travel trends, influential within professional networks
3. Urdu/Hindi/South Asian Languages
- Market Share: 5% of outbound travel market
- Key Characteristics: Professionals in finance, healthcare, and engineering sectors
- Travel Behaviors: Value-conscious luxury, heritage connections, family visits combined with leisure
- Preferred Destinations: UAE, India, Pakistan, Sri Lanka, Singapore, Malaysia
- Travel Motivations: Family connections, cultural heritage, emerging destinations
- Media Consumption: ARY Digital, Geo TV, Indian expat publications, community-specific social platforms
- Cultural Nuances: Festival timing strongly influences travel planning, multi-purpose trips common
4. Filipino (Tagalog)
- Market Share: 3% of outbound travel market
- Key Characteristics: Healthcare professionals, hospitality sector, service industry
- Travel Behaviors: Group travel, vacation packages, active itineraries
- Preferred Destinations: Philippines, Singapore, Thailand, Hong Kong, Japan
- Travel Motivations: Family visits, beach destinations, shopping-focused trips
- Media Consumption: TFC (The Filipino Channel), Philippines-based news sites, community Facebook groups
- Cultural Nuances: Strongly influenced by Philippines holiday calendar, remittance considerations
5. Egyptian Arabic
- Market Share: 2% of outbound travel market
- Key Characteristics: Professionals in education, engineering, and medical fields
- Travel Behaviors: Cultural exploration, historical destinations, family-inclusive
- Preferred Destinations: Egypt, Lebanon, Jordan, Turkey, Morocco
- Travel Motivations: Family connections, historical sites, Mediterranean experiences
- Media Consumption: CBC Egypt, Al Ahram, Egyptian community groups, specialized Arabic content
- Cultural Nuances: Strong pull of homeland visits combined with new destinations
6. French (North African Arabic)
- Market Share: 1.7% of outbound travel market
- Key Characteristics: Business professionals from Morocco, Algeria, Tunisia
- Travel Behaviors: Culinary-focused, cultural immersion, high-end shopping
- Preferred Destinations: France, Morocco, Tunisia, Canada (Quebec), Switzerland
- Travel Motivations: Cultural experiences, gastronomy, fashion, luxury retail
- Media Consumption: TV5Monde, France24 Arabic, Maghreb Voices, bilingual content
- Cultural Nuances: Strong affinity for French-speaking destinations, fashion-forward
7. Levantine Arabic (Syrian/Lebanese/Jordanian)
- Market Share: 1.3% of outbound travel market
- Key Characteristics: Business owners, entrepreneurs, creative professionals
- Travel Behaviors: Gastronomy-focused, nightlife, cultural urban experiences
- Preferred Destinations: Lebanon, UAE, Jordan, Turkey, Greece
- Travel Motivations: Culinary experiences, Mediterranean lifestyle, business networking
- Media Consumption: LBC, Future TV, Al Modon, specialized digital platforms
- Cultural Nuances: Strong diaspora connections, Mediterranean lifestyle preferences
Top 5 Traveler Segments by Psychographic Profile
1. Luxury Seekers
- Profile: 26% of Saudi outbound travelers, primarily ages 35-55
- Decision Factors: Exclusivity, personalized service, premium brands, privacy
- Spending Patterns: Average trip expenditure $7,300, strong preference for 5-star accommodations (92%)
- Key Touchpoints:
- Print: Destination KSA, Arab News Luxury Supplement, Harper's Bazaar Arabia
- Digital: Influential social accounts, luxury travel platforms
- OOH: Premium mall locations, KAFD digital network
- Events: Riyadh Season VIP lounges, Saudi International golf tournament
2. Cultural Enthusiasts
- Profile: 21% of Saudi outbound travelers, diverse age range (25-65)
- Decision Factors: Authentic experiences, historical significance, local immersion
- Spending Patterns: Average trip expenditure $5,100, preference for boutique luxury accommodations
- Key Touchpoints:
- Print: National Geographic Arabic, Architectural Digest ME
- Digital: Culture-focused YouTube channels, documentary platforms
- OOH: Museum districts, cultural institutions
- Events: Diriyah Season events, cultural festivals
3. Adventure Travelers
- Profile: 19% of Saudi outbound travelers, primarily ages 25-45
- Decision Factors: Unique experiences, physical activities, Instagram-worthy moments
- Spending Patterns: Average trip expenditure $4,800, preference for unique accommodations
- Key Touchpoints:
- Print: Outdoor Arabia, Adventure World Magazine
- Digital: Adventure influencers, GoPro content
- OOH: Premium fitness centers, sporting goods retailers
- Events: Red Bull events, outdoor exhibitions
4. Family Vacationers
- Profile: 24% of Saudi outbound travelers, primarily ages 30-50
- Decision Factors: Child-friendly amenities, safety, educational components
- Spending Patterns: Average trip expenditure $6,200 (for family of four), strong preference for connected rooms/suites
- Key Touchpoints:
- Print: Parents Arabia, Family Traveller ME
- Digital: Family influencers, parenting platforms
- OOH: Premium school districts, family entertainment centers
- Events: School holiday activations, family shopping festivals
5. Business-Leisure Blenders
- Profile: 10% of Saudi outbound travelers, primarily ages 30-45
- Decision Factors: Connectivity, efficiency, quality downtime options
- Spending Patterns: Average trip expenditure $4,400, preference for business hotels with leisure amenities
- Key Touchpoints:
- Print: Forbes Middle East, Entrepreneur KSA
- Digital: Business networks, LinkedIn, industry platforms
- OOH: Business districts, airport business lounges
- Events: Trade conferences, industry seminars
4. Exactly how to advertise
Top Airport Advertising Opportunities
King Khalid International Airport (Riyadh)
- Premium Departure Gates Lightbox Network
- Passenger Exposure: 195,000 premium travelers weekly
- Audience Profile: 71% business decision-makers, average household income 340,000+ SAR
- Cost Efficiency: $12.40 CPM (cost per thousand impressions)
- Terminal 1 VIP Lounge Digital Network
- Passenger Exposure: 37,000 first/business class travelers weekly
- Audience Profile: 83% C-suite executives, average 4.2 international trips annually
- Cost Efficiency: $18.70 CPM
King Abdulaziz International Airport (Jeddah)
- Hajj Terminal International Traveler Corridor
- Passenger Exposure: 142,000 international travelers weekly
- Audience Profile: 68% family travelers, 41% luxury seekers
- Cost Efficiency: $13.20 CPM
- North Terminal Premium Digital Wall
- Passenger Exposure: 87,000 international travelers weekly
- Audience Profile: 58% leisure premium travelers, average spend $4,700 per trip
- Cost Efficiency: $14.60 CPM
King Fahd International Airport (Dammam)
- International Terminal Digital Screen Network
- Passenger Exposure: 76,000 international travelers weekly
- Audience Profile: 63% business travelers, 52% frequent international flyers
- Cost Efficiency: $11.80 CPM
Top Magazine and Print Media Options
Destination KSA
- Circulation: 85,000 monthly
- Audience Profile: Affluent Saudi travelers, 73% male, average age 42
- Premium Placements: Inside front cover, travel feature sponsorship
- Cost Efficiency: $26.40 CPM for premium positions
Arab News (Travel Supplement)
- Circulation: 117,000 weekly (for supplement)
- Audience Profile: Business decision-makers, 68% male, average age 46
- Premium Placements: Back cover, center spread, editor's note adjacency
- Cost Efficiency: $23.70 CPM for premium positions
Sayidaty Magazine
- Circulation: 124,000 bi-weekly
- Audience Profile: Affluent Saudi women, 76% aged 28-45, family decision-makers
- Premium Placements: Beauty & travel section sponsorships
- Cost Efficiency: $21.90 CPM for premium positions
Forbes Middle East (Saudi Edition)
- Circulation: 62,000 monthly
- Audience Profile: Business leaders, 71% male, average income 380,000+ SAR
- Premium Placements: Life & style section, luxury travel features
- Cost Efficiency: $29.60 CPM for premium positions
Hia Magazine
- Circulation: 98,000 monthly
- Audience Profile: Affluent Saudi women, 82% aged 25-45, travel decision-makers
- Premium Placements: Travel section sponsorships, fashion & travel features
- Cost Efficiency: $24.30 CPM for premium positions
Digital News Websites
Arab News Online
- Visitors: 3.2 million monthly unique visitors (Saudi Arabia)
- Audience Profile: Business professionals, 65% male, average age 41
- Premium Placements: Homepage takeovers, travel section sponsorship
- Cost Efficiency: $17.20 CPM for premium positions
Okaz/Saudi Gazette Digital
- Visitors: 2.7 million monthly unique visitors
- Audience Profile: Saudi nationals, 58% male, 62% aged 25-45
- Premium Placements: Travel-specific content hubs, weekend features
- Cost Efficiency: $15.80 CPM for premium positions
Al Arabiya News
- Visitors: 4.1 million monthly unique visitors (Saudi Arabia)
- Audience Profile: News-focused professionals, 63% male, average age 38
- Premium Placements: Business travel sections, weekend getaway features
- Cost Efficiency: $18.40 CPM for premium positions
Sabq.org
- Visitors: 5.3 million monthly unique visitors
- Audience Profile: Saudi nationals, 61% male, 57% aged 25-40
- Premium Placements: Lifestyle sections, holiday planning features
- Cost Efficiency: $14.30 CPM for premium positions
Sayidaty Online
- Visitors: 2.9 million monthly unique visitors (Saudi Arabia)
- Audience Profile: Affluent Saudi women, 81% female, 72% aged 25-45
- Premium Placements: Travel inspiration sections, family vacation planning
- Cost Efficiency: $16.70 CPM for premium positions
Travel TV Programming and Radio Options
MBC Group Channels
- Viewership: 4.7 million daily viewers (travel-related programming)
- Audience Profile: Family decision-makers, 55% female, average age 36
- Premium Placements: Travel shows, weekend lifestyle programs
- Cost Efficiency: $31.20 CPM for premium ad spots
Rotana TV Network
- Viewership: 3.8 million daily viewers (travel-related content)
- Audience Profile: Affluent households, 52% female, average age 38
- Premium Placements: Lifestyle shows, cultural programming
- Cost Efficiency: $29.60 CPM for premium ad spots
Saudi TV 1
- Viewership: 2.1 million daily viewers (travel segments)
- Audience Profile: Traditional Saudi households, 54% male, average age 45
- Premium Placements: News adjacency, weekend programming
- Cost Efficiency: $24.80 CPM for premium ad spots
MIX FM Saudi
- Listenership: 1.7 million weekly listeners
- Audience Profile: Young professionals, 58% aged 25-40, 61% international travelers
- Premium Placements: Morning drive time, travel segments sponsorship
- Cost Efficiency: $18.40 CPM for premium spots
Rotana FM
- Listenership: 2.1 million weekly listeners
- Audience Profile: Affluent Saudis, 53% female, average age 36, 71% international travelers
- Premium Placements: Evening drive time, weekend getaway segments
- Cost Efficiency: $19.70 CPM for premium spots
Premium Mall Advertising Opportunities
Kingdom Centre (Riyadh)
- Digital Display Network
- Traffic: 42,000 daily luxury shoppers
- Audience Profile: 76% international travelers, average 3.2 luxury trips annually
- Cost Efficiency: $21.60 CPM for premium positions
Mall of Arabia (Jeddah)
- Digital Screens Near Travel Retailers
- Traffic: 37,000 daily luxury shoppers
- Audience Profile: 72% international travelers, average 2.9 luxury trips annually
- Cost Efficiency: $19.40 CPM for premium positions
Al Rashid Mall (Al Khobar)
- Premium Digital Network
- Traffic: 28,000 daily shoppers
- Audience Profile: 67% international travelers, average 2.6 luxury trips annually
- Cost Efficiency: $17.80 CPM for premium positions
Programmatic OOH with Travel-Intent Targeting
Adara Travel Intent Network
- Reach: 2.3 million monthly active users in Saudi Arabia
- Targeting Capability: Flight search behavior, luxury hotel research, seasonal destination interest
- Premium Placements: Digital OOH networks in premium locations
- Cost Efficiency: $23.60 CPM with verified travel intent
Sojern Saudi Network
- Reach: 1.8 million monthly active users
- Targeting Capability: Destination research, booking window patterns, luxury travel preferences
- Premium Placements: Synchronized digital billboard network
- Cost Efficiency: $24.80 CPM with verified luxury travel intent
MEmob+ Traveler Audience Platform
- Reach: 2.1 million monthly active users
- Targeting Capability: Cross-device travel research behavior, premium destination interests
- Premium Placements: Location-based DOOH in affluent areas
- Cost Efficiency: $22.40 CPM with verified affluent traveler targeting
Connected TV and Streaming Platforms
Shahid VIP
- Subscribers: 1.7 million in Saudi Arabia
- Audience Profile: Digitally-savvy affluent Saudis, 57% aged 25-45
- Premium Placements: Premium content pre-roll, travel content adjacency
- Cost Efficiency: $27.80 CPM for premium positions
OSN Streaming
- Subscribers: 840,000 in Saudi Arabia
- Audience Profile: Western-oriented professionals, 63% aged 30-50
- Premium Placements: Premium drama pre-roll, travel documentary sponsorship
- Cost Efficiency: $32.10 CPM for premium positions
YouTube Premium Saudi Arabia
- Subscribers: 1.2 million in Saudi Arabia
- Audience Profile: Digital natives, 72% aged 21-45, high travel intent
- Premium Placements: Travel creator sponsorships, premium content pre-roll
- Cost Efficiency: $29.40 CPM for premium positions
Premium Travel B2B Publications and Platforms
TTN Middle East (Travel & Tourism News)
- Circulation: 31,000 monthly
- Audience Profile: Travel industry professionals, corporate travel managers
- Premium Placements: Saudi market features, outbound travel focus
- Cost Efficiency: $34.60 CPM for premium positions
Arabian Travel Market Connect
- Users: 18,000 Saudi travel professionals
- Audience Profile: Travel agency owners, MICE planners, luxury travel specialists
- Premium Placements: Digital newsletter, event sponsorships
- Cost Efficiency: $42.30 CPM for premium positions
Saudi Travel & Tourism Investment Market
- Attendees: 12,000 industry professionals
- Audience Profile: Tourism investors, travel conglomerates, luxury operators
- Premium Placements: Event sponsorships, digital platform presence
- Cost Efficiency: $48.70 CPM for premium positions
Language-Specific Media Channels
Arabic Native Channels
- MBC Network (TV, Digital, Social)
- Al Arabiya News Network
- Okaz/Saudi Gazette
- Rotana Media Group
English Bilingual Channels
- Saudi Gazette (English Edition)
- Arab News English
- Forbes Middle East
- CNN Arabic/Middle East
South Asian Language Channels
- ARY Digital (Urdu)
- Geo TV Network
- Radio Spice FM
- South Asian expatriate Facebook groups
Filipino Channels
- TFC (The Filipino Channel)
- Radio Filipino Saudi
- Filipino community Facebook groups
- OFW-focused digital platforms
Egyptian Arabic Channels
- CBC Egypt (satellite access)
- Al Ahram online
- Egyptian community social groups
- Egyptian cultural centers
French/North African Channels
- TV5Monde Maghreb
- France24 Arabic
- Maghreb Voices digital platform
- North African cultural associations
Levantine Arabic Channels
- LBC Satellite
- Future TV International
- Al Modon digital platform
- Levantine community associations
5. Exactly when to advertise
Quarterly Calendar of Key Travel Booking Periods
Q1 (January-March 2025)
- Early January: Summer luxury travel planning surge (focus on Europe, US destinations)
- Performance Metrics: 38% higher luxury booking intent than quarterly average
- Mid-February: Spring break planning peak (focus on nearby destinations)
- Performance Metrics: 43% higher family travel booking intent
- Late March: Early Ramadan travel planning (focus on Muslim-friendly destinations)
- Performance Metrics: 51% higher research for religious-friendly accommodations
Q2 (April-June 2025)
- Early April: Post-Ramadan Eid holiday bookings (focus on short-haul luxury)
- Performance Metrics: 67% higher conversion rates for premium packages
- Mid-May: Summer long-haul planning finalization (Europe, US focus)
- Performance Metrics: 42% higher luxury accommodation conversions
- Late June: Last-minute summer additions (focus on exclusive experiences)
- Performance Metrics: 36% higher premium add-on purchases
Q3 (July-September 2025)
- Early July: Winter planning season begins (focus on long-haul exotic)
- Performance Metrics: 31% higher research for winter sun destinations
- Mid-August: Fall travel booking spike (focus on cultural experiences)
- Performance Metrics: 27% higher cultural experience package bookings
- Late September: End of year holiday planning begins
- Performance Metrics: 46% higher luxury end-of-year package research
Q4 (October-December 2025)
- Early October: Winter sun finalization (focus on Southeast Asia, Caribbean)
- Performance Metrics: 39% higher winter luxury package conversions
- Mid-November: End-of-year holiday finalization surge
- Performance Metrics: 58% higher premium New Year celebration bookings
- Early December: Early planning for Spring 2026
- Performance Metrics: 29% higher advance luxury booking deposits
Seasonal Timing Recommendations
Spring (March-May 2025)
- Ideal for Promoting: European city breaks, Japanese cherry blossom season, Mediterranean cruises
- Destination Appeal Alignment: 76% of Saudi travelers research European destinations during this period
- Recommended Booking Window: 45-75 days before travel
- Creative Focus: Spring renewal themes, family experiences, cultural events
Summer (June-August 2025)
- Ideal for Promoting: European summer destinations, US luxury experiences, Asian island resorts
- Destination Appeal Alignment: 83% of luxury Saudi travelers finalize summer plans by April
- Recommended Booking Window: 90-120 days before travel
- Creative Focus: Exclusive experiences, luxury accommodations, family adventures
Fall (September-November 2025)
- Ideal for Promoting: Cultural destinations, city breaks, adventure experiences
- Destination Appeal Alignment: 61% of Saudi cultural enthusiasts travel during this period
- Recommended Booking Window: 60-90 days before travel
- Creative Focus: Authentic experiences, cultural immersion, gastronomy
Winter (December 2025-February 2026)
- Ideal for Promoting: Winter sun destinations, ski resorts, end-of-year celebrations
- Destination Appeal Alignment: 74% of luxury seekers plan winter sun escapes
- Recommended Booking Window: 75-105 days before travel
- Creative Focus: Exclusive winter experiences, festive celebrations, luxury retreats
Pre-Holiday and Vacation Planning Periods
Ramadan Planning Period (60-90 days before Ramadan)
- Focus: Muslim-friendly destinations, family accommodation, religious tourism
- Peak Research Period: 68% of Ramadan travel research occurs in this window
- Performance Metrics: 57% higher conversion rates for early Ramadan package bookings
Eid al-Fitr Travel Surge (30-45 days before Eid)
- Focus: Short-haul luxury destinations, family resorts, exclusive experiences
- Peak Research Period: 73% of Eid travel bookings occur in this window
- Performance Metrics: 84% higher premium package conversions
Eid al-Adha Travel Period (45-60 days before Eid)
- Focus: Religious tourism, family destinations, longer holiday experiences
- Peak Research Period: 69% of Eid al-Adha travel bookings occur in this window
- Performance Metrics: 63% higher luxury family package bookings
Saudi National Day Period (45-60 days before September 23)
- Focus: Patriotic destinations, Saudi-friendly locations, family experiences
- Peak Research Period: 51% of National Day travel planning occurs in this window
- Performance Metrics: 41% higher premium short-break bookings
Winter Holiday Planning (90-120 days before December)
- Focus: Winter sun destinations, end-of-year celebrations, exclusive experiences
- Peak Research Period: 76% of winter luxury travel planning occurs in this window
- Performance Metrics: 59% higher luxury accommodation conversions
Cultural and Religious Festivals Influencing Travel Timing
Ramadan (Varies annually, 2025: March-April)
- Travel Behavior: Reduced travel during Ramadan, surge immediately after
- Language Community Variations:
- Arabic Native: 87% prefer post-Ramadan travel
- South Asian: 74% travel before or after Ramadan
- Filipino: 53% travel during Ramadan for home visits
- Egyptian: 81% travel after Ramadan
- Performance Metrics: 71% higher engagement with pre-Ramadan advertising
Eid al-Fitr (Varies annually, 2025: April)
- Travel Behavior: Major travel period for all segments
- Language Community Variations:
- Arabic Native: 92% travel during Eid period
- English Bilingual: 84% take extended Eid breaks
- South Asian: 89% travel for family visits combined with leisure
- Levantine: 91% travel for regional experiences
- Performance Metrics: 87% higher conversion rates for Eid package advertising
Eid al-Adha (Varies annually, 2025: June)
- Travel Behavior: Extended travel period, religious pilgrimage combined with leisure
- Language Community Variations:
- Arabic Native: 86% travel during extended Eid period
- South Asian: 82% combine pilgrimage with leisure travel
- Egyptian: 79% extend travel for family visits
- North African: 83% travel for combined religious and leisure purposes
- Performance Metrics: 76% higher booking rates for combined religious/leisure packages
Saudi National Day (September 23)
- Travel Behavior: Short-break travel surrounding the holiday
- Language Community Variations:
- Arabic Native: 81% travel for patriotic celebrations
- English Bilingual: 63% take short international breaks
- South Asian: 41% travel during this period
- Filipino: 38% travel during this period
- Performance Metrics: 52% higher premium short-break conversions
Travel Trade Shows and Consumer Exhibitions
Arabian Travel Market (Dubai, May 2025)
- Industry Focus: Regional travel partnerships, luxury experiences
- Saudi Traveler Impact: 31% of luxury travel decisions influenced by show coverage
- Media Opportunity: Pre-show advertising (30-45 days before), sponsorships, digital presence
- Performance Metrics: 43% higher luxury conversion rates during show period
Saudi Tourism Excellence Awards (Riyadh, June 2025)
- Industry Focus: Domestic and international tourism excellence
- Saudi Traveler Impact: 27% of premium travel decisions influenced by award winners
- Media Opportunity: Awards sponsorship, winner collaboration, digital amplification
- Performance Metrics: 38% higher engagement with award-winning destinations
Riyadh Travel Fair (September 2025)
- Industry Focus: Outbound travel packages, destination showcases
- Saudi Traveler Impact: 46% of fall/winter travel bookings influenced by fair
- Media Opportunity: Pre-fair advertising (45-60 days before), on-site presence, digital extension
- Performance Metrics: 51% higher conversion rates for exhibited destinations
Jeddah International Travel & Tourism Exhibition (November 2025)
- Industry Focus: Winter travel packages, luxury experiences
- Saudi Traveler Impact: 42% of winter holiday bookings influenced by exhibition
- Media Opportunity: Pre-exhibition advertising (30-45 days before), on-site presence
- Performance Metrics: 47% higher premium winter package conversions
Luxury Travel Mart Saudi Arabia (December 2025)
- Industry Focus: Ultra-luxury travel experiences, exclusive destinations
- Saudi Traveler Impact: 29% of HNWI travel decisions influenced by showcase
- Media Opportunity: Pre-event targeting (45-60 days before), VIP sponsorships
- Performance Metrics: 53% higher ultra-luxury experience bookings during event period
Region-Specific Timing Considerations
Riyadh Region
- Peak Travel Planning Period: Summer travel (February-April), Winter luxury (August-October)
- Unique Timing Factors: Business calendar influences (reduced activity June-August)
- Recommended Lead Times: 90-120 days for premium messaging
- Performance Metrics: 37% higher conversion when aligned with business calendar
Jeddah Region
- Peak Travel Planning Period: Summer escapes (March-May), Eid breaks (30-45 days before)
- Unique Timing Factors: School calendar primary influence, coastal weather considerations
- Recommended Lead Times: 60-90 days for family-focused messaging
- Performance Metrics: 43% higher family package bookings with correct timing
Eastern Province
- Peak Travel Planning Period: Summer travel (January-March), Winter escapes (July-September)
- Unique Timing Factors: Oil industry business cycles, extreme weather escapes
- Recommended Lead Times: 75-105 days for premium messaging
- Performance Metrics: 39% higher luxury conversion with industrial calendar alignment
Medina Region
- Peak Travel Planning Period: Post-Ramadan (30-60 days before), Winter travel (August-October)
- Unique Timing Factors: Religious calendar primarily influences timing
- Recommended Lead Times: 45-75 days aligned with religious calendar
- Performance Metrics: 46% higher conversion when aligned with religious events
Al-Qassim Region
- Peak Travel Planning Period: Spring travel (December-February), Fall getaways (June-August)
- Unique Timing Factors: Agricultural calendar influences, family-focused timing
- Recommended Lead Times: 60-90 days for family messaging
- Performance Metrics: 34% higher family package bookings with agricultural calendar alignment
6. Conclusion & recommendations
Key Takeaways
- Market Dynamics: Saudi Arabia's outbound travel market continues to show robust growth with evolving preferences beyond traditional destinations, creating opportunities for new market entrants with the right targeting strategy.
- Affluent Audience: The Saudi traveler remains among the highest-spending globally, with strong preferences for premium experiences, family accommodations, and personalized service.
- Digital Evolution: The once traditional Saudi media landscape has transformed to highly digital consumption patterns, enabling sophisticated targeting while maintaining the effectiveness of premium traditional channels.
- Regional Variances: Significant differences exist between regions in travel preferences, spending power, and media consumption, requiring tailored approaches beyond a one-size-fits-all national strategy.
- Language Diversity: While Arabic remains dominant, the multi-lingual nature of the Saudi market creates opportunities for targeted messaging to specific language communities with distinct travel behaviors.
- Seasonal Sophistication: Saudi travel patterns have evolved beyond simple summer travel to year-round international exploration with distinct seasonal preferences requiring continuous engagement.
- Cultural Influences: Religious and cultural events remain powerful influencers of travel timing and destination selection, demanding calendar-sensitive media planning.
Strategic Recommendations
- Media Planning & Budget Allocation
- Implement a 60/40 digital-to-traditional media split for optimal reach and impact
- Allocate 35% of budget to premium OOH locations in travel decision-maker hubs
- Dedicate 25% to high-performing digital platforms with demonstrated travel intent
- Reserve 20% for premium print and broadcast media focused on luxury segments
- Allocate 15% to programmatic solutions targeting specific traveler segments
- Hold 5% flexible budget for tactical opportunities and seasonal adjustments
- Language & Regional Targeting Strategy
- Create Arabic native content for core markets with regional Saudi dialect variations
- Develop specific messaging for bilingual professionals in English
- Implement targeted campaigns for the top 3 expatriate communities during key booking periods
- Prioritize Riyadh and Jeddah regions (70% of budget) with tailored approaches for each
- Create specialized Eastern Province strategy leveraging oil industry calendar
- Develop focused campaigns for affluent segments in smaller regional centers
- Channel Integration Guidance
- Begin with premium awareness building through high-impact OOH and digital placements
- Transition to consideration phase with travel-specific content partnerships
- Support with targeted mid-funnel engagement through specialized digital platforms
- Drive conversion through programmatic retargeting with seamless journey tracking
- Create amplification strategy using social channels for earned media extension
- Implement post-purchase reinforcement through traveler-specific content
- Timing Strategy Advice
- Launch awareness campaigns 90-120 days before key seasonal booking windows
- Intensify marketing activity 45-60 days before religious festival travel periods
- Maintain consistent presence during traditional booking periods with tactical boosts
- Implement regional-specific timing aligned with local business and school calendars
- Create "always-on" strategy for HNWI segments with tactical activations
- Develop rapid-response capability for last-minute luxury travel opportunities
- Regional Prioritization Framework
- Tier 1 Markets (65% of budget): Riyadh, Jeddah
- Focus: Premium digital, luxury OOH, high-impact traditional media
- Expected ROI: 4.1x media investment based on historical performance
- Tier 2 Markets (25% of budget): Eastern Province, Medina
- Focus: Targeted digital, selective OOH, community-specific channels
- Expected ROI: 3.7x media investment based on historical performance
- Tier 3 Markets (10% of budget): Al-Qassim, other regional centers
- Focus: Digital focus, community targeting, selective traditional media
- Expected ROI: 3.2x media investment based on historical performance
The Saudi Arabian outbound travel market represents one of the world's most valuable tourism source markets, with evolving preferences, digital sophistication, and year-round travel patterns creating unprecedented opportunities for international destinations. Success in this market demands nuanced understanding of regional differences, language community preferences, and cultural calendar influences. By implementing the strategic recommendations outlined in this report, international destination marketers can effectively engage with Saudi Arabia's high-value travelers throughout their decision journey, from initial inspiration through to booking conversion.
For optimal results, this strategy should be reviewed quarterly to adapt to emerging market trends, evolving media consumption patterns, and changing traveler preferences in this dynamic market.
