Saudi Arabia has introduced a groundbreaking digital entry solution, “Visa by Profile,” enabling eligible Visa cardholders to receive an electronic tourist visa within minutes. The initiative—announced by Minister of Tourism Ahmed Al-Khateeb—marks a major milestone in the Kingdom’s push toward seamless, technology-led travel experiences.
Al-Khateeb revealed the launch through an announcement on his official X account, describing the initiative as “the world’s first system that allows travelers to instantly obtain their electronic tourist visa using only their card and passport details.” The new platform was unveiled at TOURISE25, a summit designed to shape the future of global tourism through innovation, sustainability, and international collaboration.
A Multi-Agency Collaboration to Simplify Global Travel
The “Visa by Profile” system is the result of close cooperation between the Ministry of Tourism, Ministry of Interior, Ministry of Foreign Affairs, global payments leader Visa, and the Saudi Tourism Authority. The initiative aligns with the Kingdom’s broader vision to streamline travel processes and create frictionless entry pathways for millions of visitors.
“This is how we build the future of tourism—simple, seamless, and globally connected,” Al-Khateeb said, emphasizing the nation’s commitment to digital transformation across its tourism infrastructure.
Record-Breaking Tourism Growth
Saudi Arabia’s tourism sector has experienced unprecedented momentum. In 2024, the Kingdom ranked first among G20 nations in international tourist arrivals and led the world in tourism revenue growth from inbound travelers. The rapid expansion has exceeded expectations: Saudi Arabia achieved its 100 million visitor target in 2023—six years ahead of schedule.
In response to this surge, the country has set an even more ambitious objective: 150 million visitors per year by 2030, comprising 70 million international tourists and 80 million domestic travelers.
New Tourism Initiatives Announced at TOURISE25
Alongside “Visa by Profile,” the Ministry of Tourism introduced three additional programs designed to accelerate industry development:
- Agentic Tourism – A framework focused on intelligent, automated travel solutions
- TOURISE Destination – A strategic platform to enhance destination readiness and global competitiveness
- Beyond Tourism – An initiative aimed at expanding tourism’s role across environmental, cultural, and economic dimensions
These programs reflect the Kingdom’s growing emphasis on diversification, sustainability, and customer-centric travel experiences.
Strategic Global Partnerships and Talent Development
During the closing day of the three-day summit at Riyadh’s King Abdulaziz International Conference Center, Al-Khateeb announced a series of new global partnerships with top international institutions, including leading hospitality schools. These collaborations aim to strengthen the national tourism workforce and cultivate the next generation of industry leaders.
“Our people are the core of the future of tourism,” the minister noted, highlighting a renewed focus on upskilling, training, and education to support the sector’s long-term expansion.
According to Vice Minister of Foreign Affairs Waleed Elkhereiji, “This pioneering initiative has been launched to facilitate the entry of eligible Visa credit-card holders to the Kingdom through the integrated platform, in coordination with the participating banks with Visa. Eligible visitors will be able to obtain an INSTANT electronic tourist visa with ease and convenience. This globally unprecedented step is part of the Kingdom’s ongoing efforts to promote tourism openness, ease mobility and entry for visitors, and simplify procedures, strengthening Saudi Arabia’s position as a leading global tourism destination and enriching visitors’ experiences as they explore the Kingdom’s rich cultural and tourism offerings.”
Rajiv Garodia, Global Head – Government Solutions, Visa, said, “Our collaboration with TOURISE and Saudi government bodies on the Visa by Profile initiative builds on the Kingdom’s existing visa framework, making the process faster, more secure, and more user-friendly. By enabling secure, seamless visa approvals, we’re removing friction and creating a seamless digital pathway that benefits travellers, governments, and partners alike.”
Looking Ahead to TOURISE 2027
Organized under the patronage of Crown Prince Mohammed bin Salman, TOURISE 2025 served as a global platform to explore the future of travel with a focus on innovation, sustainability, connectivity, and talent development. The next edition of the summit is scheduled for March 2027, and expectations are already high as Saudi Arabia continues redefining the contours of modern tourism.
