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RIYADH: E-commerce spending in ����ֱ�� via Mada cards rose 72 percent year on year to SR25.97 billion ($6.93 billion) in June, underscoring the Kingdom’s accelerating shift to cashless retail. 

According to data by the Saudi Central Bank, also known as SAMA, the number of online payments also jumped, rising 59.4 percent to 141.55 million transactions across shopping websites, in-app purchases, and e-wallets. 

These figures exclude transactions completed on international credit card schemes such as Visa and Mastercard, highlighting the scale of domestic rails in powering the digital economy. 

Mada, the national payments scheme operated by Saudi Payments, a SAMA-owned entity, connects banks, ATMs and point-of-sale terminals, and underpins debit cards issued by local banks, making it the backbone of everyday spending and online checkout. Its deep integration across the banking system and payment gateways enables swift, secure processing for in-store and e-commerce purchases, complementing global schemes. 

This push is part of the Kingdom’s Vision 2030 drive to become a largely cashless society, raising the share of electronic retail payments and embedding trusted local rails across everyday commerce. Saudi authorities are also upgrading the rails behind the checkout button. 

Earlier this summer, SAMA launched a new e-commerce payments interface that lets providers rely on national infrastructure while integrating Mada with international networks, aimed at improving speed and security for merchants and consumers.  

In May, regulators reported near-universal connectivity: CST’s Saudi Internet Report showed 99 percent of residents are online and 93 percent of e-commerce purchases are made on local websites. 

The report also highlighted ����ֱ��’s global edge on network metrics, with average mobile data use reaching 48 gigabytes per person per month, about three times the global average. 

On the rails side, Mastercard has built local e-commerce processing infrastructure in the Kingdom, keeping transactions in-country and supporting faster, more secure checkout. 

Together, these signals point to a larger, more reliable online market in which Mada-enabled checkout, quick delivery, and easy returns are becoming the norm.  

A February PwC read on the Kingdom’s retail landscape highlighted how ����ֱ��’s young, empowered and tech-oriented consumers are reshaping demand. 

PwC’s Voice of the Consumer 2024 survey for ����ֱ�� showed rising expectations around sustainability, digital innovation, and health, with data privacy a core concern and a growing appetite for artificial intelligence-enabled shopping tools. 

Trust was highest in healthcare and aviation at eight out of 10, driven by strong data protection at 86 percent, fair treatment of employees at 80 percent, and consistent, high-quality service at 80 percent. 

Inflation remained a key worry for 36 percent, yet eco-consciousness is strengthening: About 45 percent actively seek eco-friendly products, and roughly 18 percent would pay 11 to 20 percent more for locally sourced or recycled goods. 

Shoppers are pragmatically open to technology, valuing fast chatbot support, while still wanting in-store experiences enhanced by contactless and self-checkout. 

That consumer profile dovetails with macro confidence among executives: 77 percent of Saudi CEOs were positive on the near-term economic outlook, according to PwC’s 28th Annual CEO Survey, supporting continued investment in digital commerce and customer experience. 

Partnerships are scaling logistics and payments capacity. In July, Maersk and Saudi Post signed a strategic partnership to knit together cross-border logistics with local last-mile networks, streamlining fulfillment, customs clearance and delivery for merchants entering ����ֱ�� and the wider Gulf Cooperation Council. 

DHL e-commerce expanded into the Kingdom by taking a stake in AJEX, adding domestic parcel capacity as volumes rise. And to sharpen policy and measurement, ����ֱ�� committed $1.4 million to UNCTAD to improve official statistics on e-commerce and the digital economy. 

On the checkout side, Amazon Payment Services added Tamara as a Buy Now, Pay Later partner across ����ֱ�� and the UAE, broadening flexible payment options that often lift conversion at online merchants. 

For merchants and investors, the opportunity lies in converting demand into repeatable scale. On the front end, that means optimizing mobile journeys, localized payment options, and transparent data-privacy practices that build trust with digitally sophisticated consumers. 

RIYADH: ����ֱ��’s vast deserts are shedding their image as empty stretches of sand, emerging instead as the stage for a luxury tourism revolution. 

From solar-powered tents in AlUla to AI-enhanced stargazing in the Empty Quarter, high-end glamping is turning remote landscapes into billion-dollar assets, combining sustainability with indulgence under the Kingdom’s Vision 2030.

As part of the National Tourism Strategy, ����ֱ�� aims to attract 150 million visitors by 2030 and increase tourism’s contribution to gross domestic product to 10 percent, supporting economic diversification.

Glamping — a blend of “glamorous” and “camping” — offers the outdoor experience with amenities and, in some cases, resort-style services far removed from traditional camping. In the Kingdom, it is redefining premium tourism by attracting affluent travelers to eco-conscious, culturally rooted stays in stunning desert settings. 

Cultural depth and comfort 

According to Camilla Bevilacqua, partner at Arthur D. Little, the combination of comfort, heritage, and sustainability supports ����ֱ��’s efforts to attract high-value visitors and promote lesser-known destinations through meaningful, low-impact experiences.

“In AlUla high-end glamping combines natural beauty with deep cultural heritage — from Hegra’s Nabataean tombs to the ancient oasis networks and rock art sites — making it ideal for immersive travel experiences. The introduction of luxury tented accommodations has reframed how visitors engage with the destination. Guests now wake up to the sound of the wind through sandstone cliffs and end their day with private stargazing sessions guided by local astronomers,” Bevilacqua said.

“This kind of experiential layering resonates strongly with affluent travelers seeking connection, authenticity, and privacy in extraordinary settings,” she added.

She noted that in the Empty Quarter, glamping is taking shape with low-impact, mobile designs to protect the desert environment. These offerings combine comfort with cultural storytelling, including curated access to fossil sites, Bedouin heritage, and ancient trade routes.

“By offering immersive, experience-led alternatives to conventional tourism models, it aligns with broader global shifts in traveler preferences. In the Saudi context, it also serves to distinguish the Kingdom from regional competitors — emphasizing the unique interplay of landscape, heritage, and sustainability as key value drivers for international high-end tourism segments,” Bevilacqua said.

Shifting from assets to experiences

Philippe Najjar, PwC Middle East partner for Destinations, said the rise of luxury glamping signals a shift in tourism strategy from building physical assets to creating emotionally resonant, experience-led destinations.

“This transition shows clearly how ����ֱ�� is on a journey toward diversifying its destination offerings: by anchoring tourism development around immersive ‘play’ experiences, destinations can lead the way toward increasing dwell time, drive higher revenues, and enhance the Kingdom’s global awareness and association,” Najjar said.

“The upcoming challenge for immersive destinations will be expanding their appeal beyond just high-end and luxury markets,” he added. 

The combination of comfort, heritage, and sustainability supports ����ֱ��’s efforts to attract high-value visitors and promote lesser-known destinations.

Camilla Bevilacqua, partner at Arthur D. Little

Simon Mead, head of Discover Saudi DMC, part of Almosafer, noted that while early pioneers like Habitas have set benchmarks, large parts of the Kingdom remain untapped. He said the company has developed tailored desert experiences focused on authenticity over excess — offering privacy, storytelling, and traditional Bedouin hospitality.

“We’re also developing new experiences in places like Wadi Disah, a breathtaking and still lesser-known location that is accessible from both AlUla and Tabuk. This will extend our immersive desert offering and begin to formalize what the next generation of ‘Saudi glamping’ looks like, rooted in place, led by locals, and tailored to the traveler,” Mead said.

Supporting Vision 2030 goals

Industry experts agree that high-end glamping aligns with Vision 2030 by creating sustainable, experience-driven tourism that boosts revenue, generates jobs, and supports regional development.

From Arthur D. Little’s perspective, it attracts high-spending travelers seeking exclusive and authentic stays, benefiting related sectors such as transport, culture, and wellness. Bevilacqua said these ventures also foster local employment in hospitality, guiding, and culinary services, with growing emphasis on community involvement and SME participation.

“Overall, glamping advances Vision 2030’s goal of establishing ����ֱ�� as a global hub for sustainable tourism. These desert-based experiences are often designed with light-touch infrastructure, minimal environmental impact, and principles of ecological stewardship, offering a blueprint for how tourism can expand without compromising the integrity of the landscape,” Bevilacqua said.

“By aligning economic ambition with environmental sensitivity and community inclusion, high-end glamping serves as a mechanism for ����ֱ��’s transition toward a more experience-led, diversified, and resilient tourism economy,” she added.

Najjar highlighted how glamping developments stimulate local economies by involving nearby communities and engaging local suppliers, guides, and artisans. 

We’re developing new experiences in places like Wadi Disah, a breathtaking and still lesser-known location that is accessible from both AlUla and Tabuk.

Simon Mead, head of Discover Saudi DMC, part of Almosafer

“In KSA, and in alignment with Vision 2030’s emphasis on regional development and sustainable tourism, luxury glamping serves as an exemplary model. By designing low-impact, culturally resonant destinations, it ensures enduring benefits for both residents and visitors,” he said. For Discover Saudi DMC, sustainability means cultural and economic inclusion as much as environmental responsibility. Mead said their fully Saudi team in AlUla delivers authentic experiences while proudly sharing heritage with visitors.

“We’re also deeply committed to talent development. Through government-backed programs like Tamheer, we’re introducing young Saudis to the standards and expectations of global luxury tourism. High-end desert hospitality can be a powerful entry point, one that creates jobs, nurtures storytelling, and positions Saudi talent at the forefront of a growing sector,” Mead said. 

Tech meets tradition

����ֱ��’s luxury desert hospitality is moving into a new era, where landscape immersion is combined with technology-driven personalization.

Bevilacqua said innovations such as AI concierges, augmented reality stargazing, and immersive storytelling are enhancing guest engagement, and future models may involve multi-stop desert circuits that encourage regional travel. “Fundamentally, the evolution of desert glamping in ����ֱ�� is not driven by technology alone, but by a desire to enrich the visitor’s connection to place, reveal the deeper stories embedded in the landscape, and cultivate a form of hospitality that honors both local identity and national vision,” she said.

Najjar said PwC’s research shows that future value in destinations lies in smart, seamless integration of experiences.

“For developers and tourism authorities, this evolution presents a significant competitive advantage. By embracing tech-driven design, they can surpass traditional infrastructure, delight guests, optimize operations, and engage in data-driven planning, the hallmarks of a connected destination’s future,” he said.

Mead added that while AI concierges and AR stargazing can elevate experiences, they will never replace the human connection. “Ultimately, the future of luxury camping in ����ֱ�� is one where innovation and heritage sit side by side. It’s about pairing digital tools with deeply human moments, a formula that defines our approach as the Kingdom’s leading DMC,” he said.