Wego, the number 1 travel app and the largest online travel marketplace in the Middle East and North Africa (MENA), reveals that searches from Saudi users for select visa‑free destinations have surged by strong double‑digit rates year‑on‑year.
Wego’s latest data reveals remarkable increase in the number of searches to Armenia (+98.96%), Hong Kong SAR (+96.66%), Philippines (+62.86%), and South Korea (+60.24%), signaling a strong preference for destinations combining accessible entry with rich cultural experiences.
Why these destinations resonate with cultural travellers
The featured destinations appeal to Saudi travelers by offering seamless visa-free or visa-on-arrival entry alongside unique cultural attractions, from Manila’s historic Intramuros district to South Korea’s K-Culture tourism, Armenia’s ancient monasteries, and Hong Kong’s contemporary art scene.
Mamoun Hmidan, Chief Business Officer, Wego, said: “Travelers are looking for destinations that are easier to reach and offer authentic cultural experiences. These emerging locations provide shorter travel times and well-connected city layouts, making them practical and enriching alternatives to more traditional tourist spots.”
Fresh initiatives fueling demand
Recent developments have further fueled this growing demand. Armenia’s new visa waiver for GCC nationals, implemented July 2025, has significantly boosted its appeal. Similarly, Hong Kong Tourism Board announced a year-long lineup of cultural performances and special cultural vouchers for visitors, with its 2025 “Summer Viva” campaign as the main highlight.
These initiatives complement the destinations’ existing advantages of relatively shorter flight times, lower cost, and improving halal-friendly infrastructure.
Emerging trends in Saudi travel behavior
Wego’s findings highlight three emerging trends in Saudi travel behavior: a growing preference for meaningful cultural immersion over conventional sightseeing, with travelers seeking authentic local experiences, heritage connections, and cultural depth.
There’s also an increasing emphasis on trip efficiency. Travelers are opting for shorter, well-planned getaways that maximize time and value.
Finally, there’s a clear shift toward experiential value, where unique and memorable moments like culinary discoveries, artisanal markets, or local storytelling are prioritized over luxury or status-driven choices.