The plan remaking the Kingdom - what it is, who drives it, and why it is the reason your tourist visa exists.
Culture, entertainment and quality of life: cinemas returned, festivals were born, and heritage sites from Diriyah to AlUla are being restored and opened.
Grow the private sector, raise non-oil exports, and build new industries - tourism, technology, manufacturing and green energy among them.
A more effective government and a larger role for non-profits and volunteering - the machinery that is meant to make the other two themes stick.
Saudi Vision 2030 is the Kingdom's national transformation plan, launched in April 2016 by Crown Prince Mohammed bin Salman under King Salman. Its premise is simple: a country this rich in oil, location and young people should not depend on oil alone. The plan sets hundreds of targets across the economy and society, delivered through programmes and giga-projects funded largely by the Public Investment Fund.
Tourism is one of the plan's headline wagers. The targets have already been revised upward once: the Kingdom now aims for 150 million visits a year by 2030 and for tourism to contribute around a tenth of GDP. The tourist eVisa (2019), new airports and terminals, a national events calendar and entire destination companies - Red Sea Global, Diriyah Company, the Royal Commission for AlUla - all exist because of it.
Practically: a country that is actively glad you came. Visas that once took weeks of paperwork are now issued electronically; festivals like Riyadh Season and Winter at Tantora fill the calendar; and places closed to leisure visitors for generations - Hegra's tombs, Diriyah's palaces, the Red Sea's reefs - are open, signed and staffed. Visiting now means seeing a famous transformation while it is still visibly in progress. Start with our tourism guide.
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