The ultra-conservative Muslim kingdom, relatively closed off for decades, has in recent years relaxed strict social codes, like segregating men and women in public places and requiring women to wear all-covering black robes, or abayas.
Tourism chief Ahmed al-Khateeb told Reuters in an interview ahead of the official announcement that abayas will not be mandatory but modest dress covering shoulders and knees is, including at public beaches.
Visas allow multiple entries and stays of up to 3 months. There are no restrictions for unaccompanied women as in the past, and Muslims can perform pilgrimage outside of haj season, the press kit said.
Plans to admit significant numbers of leisure tourists have been discussed for years, only to be blocked by conservative opinion and bureaucracy. An e-visa for sporting events and concerts was introduced by de facto ruler Crown Prince Mohammed bin Salman last December.
The move is part of bin Salman’s ambitious plans to develop new industries to wean the world’s top oil exporter off crude and reform the country including by introducing previously banned entertainment.
Many of his reforms received international praise, although his image has been tarnished by last year’s murder of journalist Jamal Khashoggi by Saudi agents.
Tourism is high on the crown prince’s agenda.
To drive growth, Khateeb estimated some 250 billion riyals ($67 billion) of investments are needed, including 500,000 new hotel rooms by 2030—half at government-backed mega projects and half from private investors.
The government signed memoranda of understanding totalling around 100 billion riyals with regional and international investors including conglomerate Triple Five and UAE-based developer Majid Al Futtaim.
The government wants to attract 100 million annual visits in 2030, up from about 40 million currently. Contribution to GDP is targeted to reach 10 percent from 3 percent.
Khateeb added that the country is “very, very safe.”
The Gulf country, which shares borders with Iraq to the north and Yemen to the south, boasts vast tracts of desert but also verdant mountains, pristine beaches, and historical sites including five UNESCO World Heritage Sites.
“We remain authentic,” Khateeb said. “We have a great culture where many, many tourists would love to come and explore this culture and learn more about it and see it and experience it.”