Tourism Minister Launches Northern Trail with Over 130 Experiences

Minister of Tourism and Chairman of the Saudi Tourism Authority Ahmed Al-Khateeb launched the Northern Trail on November 2, 2026, a flagship tourism product within the Saudi Winter 2026 program that showcases the Kingdom’s heritage, natural attractions, and local culture. The 1,200-kilometer trail stretches from Riyadh to Jubbah in Hail Region, connecting 16 stops across Riyadh, Qassim, and Hail regions. It offers more than 130 tourism experiences, involving 21 destination management companies and over 335 tour guides. Experiences include exploring historic villages and heritage landmarks, desert adventures, rural and cultural activities, local cuisine, and traditional crafts.

Have you ever imagined a journey that weaves together ancient rock art, sprawling desert landscapes, and the warm hospitality of Saudi Arabia’s heartland? The Northern Trail is precisely that—a curated route designed to immerse travelers in the rich tapestry of the Kingdom’s interior. By linking Riyadh, Qassim, and Hail, the trail opens up a world of discovery, from the bustling capital to the serene oases and the majestic dunes of the north. This initiative not only highlights the diversity of Saudi tourism but also underscores the Kingdom’s commitment to becoming a global destination. With over 130 experiences, the trail promises something for every traveler, whether seeking adventure, culture, or relaxation.

Context and Background

Why has Saudi Arabia chosen this moment to unveil such an ambitious trail? The launch of the Northern Trail is part of the broader Saudi Winter 2026 program, an annual initiative that positions the Kingdom as a premier winter destination. The program aligns with the National Tourism Strategy, which aims to attract 150 million visits by 2030 and increase the tourism sector’s contribution to GDP from 3% to 10%. The Northern Trail specifically targets the domestic and international markets, offering a unique blend of cultural and natural attractions that are often overlooked by travelers who focus on the Red Sea or AlUla.

The trail’s development involved extensive collaboration with local communities and private-sector partners. The Saudi Tourism Authority has been working diligently to identify and support destination management companies and tour guides, ensuring that the experiences are authentic and sustainable. The initial phase will be developed further by considering additional sites, stops, and experiences throughout the year in cooperation with partners. This phased approach allows for continuous improvement and adaptation to visitor feedback. Moreover, the launch follows the unveiling of the trail’s official identity, which the authority has encouraged private-sector partners and tourism experience providers to adopt in their promotional activities. This branding effort is crucial for creating a cohesive and recognizable product in the competitive global tourism market.

Key Details of the Northern Trail

What exactly can travelers expect along this 1,200-kilometer route? The Northern Trail connects 16 stops, each offering a distinct slice of Saudi heritage and natural beauty. Starting in Riyadh, visitors can explore the capital’s modern marvels and historical sites before heading north to Qassim, known for its date palms and traditional markets. The journey continues to Hail, where the ancient rock art of Jubbah awaits, a UNESCO World Heritage site that dates back thousands of years. Along the way, travelers can engage in desert adventures like dune bashing and camel trekking, participate in rural cultural activities, savor local cuisine, and learn about traditional crafts from skilled artisans.

The trail is supported by 21 destination management companies and over 335 tour guides, ensuring that visitors receive expert guidance and seamless logistics. These professionals are trained to provide enriching experiences that respect local customs and environments. The involvement of so many stakeholders reflects the Kingdom’s commitment to building a robust tourism ecosystem that benefits communities and businesses alike. The experiences are diverse, ranging from exploring historic villages and heritage landmarks to immersive cultural encounters. For instance, in Qassim, visitors might visit a working date farm and learn about the intricate process of cultivation, while in Hail, they could attend a traditional Bedouin gathering. Such activities not only entertain but also educate, fostering a deeper appreciation for Saudi culture.

International and Regional Impact

How will the Northern Trail influence Saudi Arabia’s standing in the global tourism landscape? By offering a product that combines adventure, culture, and nature, the Kingdom is diversifying its tourism offerings beyond the well-known religious pilgrimages and Red Sea resorts. This diversification is key to attracting a wider demographic of international travelers, including adventure seekers, cultural enthusiasts, and families. The trail also positions Saudi Arabia as a competitor to other regional destinations like Jordan and Egypt, which have long capitalised on their historical and natural attractions. The Northern Trail’s unique selling point is its integration of multiple regions and experiences into a single, cohesive journey, something that few destinations can match.

Regionally, the trail is expected to boost cooperation among the Riyadh, Qassim, and Hail regions, stimulating economic development and infrastructure improvements. Improved roads, accommodations, and services will benefit not only tourists but also local residents. The trail also aligns with the Gulf Cooperation Council’s broader efforts to promote intra-regional tourism, making it easier for citizens of neighboring countries to explore Saudi Arabia’s interior. As visa policies continue to relax and air connectivity expands, the Northern Trail is poised to become a popular itinerary for visitors from the GCC, Asia, and Europe. The positive image of Saudi Arabia as a welcoming and modern destination is reinforced by such initiatives, which showcase the Kingdom’s safety, hospitality, and cultural richness.

Economic and Strategic Significance

What economic benefits will the Northern Trail bring to Saudi Arabia? The trail is a direct investment in the Kingdom’s tourism infrastructure and human capital. By involving 21 destination management companies and over 335 tour guides, it creates jobs and supports small and medium-sized enterprises. The Minister of Tourism and Chairman of the Saudi Tourism Authority, Ahmed Al-Khateeb, said the launch supports local communities and enables the private sector to benefit from tourism growth, contributing to Saudi Vision 2030 objectives. This statement underscores the trail’s role as a catalyst for economic diversification, reducing reliance on oil revenues. The tourism sector is a key pillar of Vision 2030, and the Northern Trail is a tangible step toward achieving the goal of 150 million visits by 2030.

Strategically, the trail enhances Saudi Arabia’s soft power by sharing its heritage and natural beauty with the world. It also promotes domestic tourism, encouraging Saudis to explore their own country and fostering national pride. The trail’s development is part of a larger plan to create a year-round tourism calendar, with the Saudi Winter 2026 program being a major component. By extending the tourism season beyond the traditional peak periods, the Kingdom can maximize economic returns and provide stable employment. The Northern Trail also complements other mega-projects like NEOM and the Red Sea Project, offering a different type of experience that appeals to travelers interested in culture and history. Together, these initiatives paint a picture of a nation transforming its economy and opening its doors to the world.

Vision 2030 Alignment

How does the Northern Trail embody the goals of Saudi Vision 2030? Vision 2030 aims to diversify the economy, empower citizens, and enhance the quality of life. The trail directly supports these objectives by creating economic opportunities in the tourism sector, particularly in rural areas. It empowers local communities by involving them in the tourism value chain, from guiding to craft production. It also enhances quality of life by providing recreational and cultural activities for residents and visitors alike. The trail is a shining example of how Vision 2030 is being implemented on the ground, turning the Kingdom’s rich heritage into a sustainable source of income and pride.

Looking ahead, the Northern Trail is expected to evolve and expand, with additional sites and experiences added over time. The Saudi Tourism Authority’s collaborative approach with private-sector partners ensures that the trail remains dynamic and responsive to market demands. As Saudi Arabia continues to invest in tourism, the Northern Trail will serve as a model for other regions to develop similar products. It is a testament to the Kingdom’s determination to become a global tourism powerhouse while preserving its cultural identity. For international audiences, the Northern Trail offers an invitation to discover the unexpected—a Saudi Arabia that is both ancient and modern, welcoming and adventurous. Isn’t it time to explore the wonders that lie along this remarkable path?

20 Questions

Q1. What is the Northern Trail?

A1. The Northern Trail is a 1,200-kilometer tourism route launched by the Minister of Tourism, Ahmed Al-Khateeb, on November 2, 2026, as part of the Saudi Winter 2026 program. It connects 16 stops across Riyadh, Qassim, and Hail regions, offering over 130 tourism experiences.

Q2. Who launched the Northern Trail?

A2. The trail was launched by Ahmed Al-Khateeb, who serves as the Minister of Tourism and Chairman of the Saudi Tourism Authority. His leadership highlights the Kingdom’s commitment to expanding tourism and achieving Vision 2030 goals.

Q3. When was the Northern Trail launched?

A3. It was launched on November 2, 2026, in Riyadh. The launch coincides with the Saudi Winter 2026 program, a seasonal initiative designed to attract visitors during the cooler months and showcase Saudi Arabia’s diverse attractions.

Q4. What regions does the Northern Trail cover?

A4. The trail spans three regions: Riyadh, Qassim, and Hail. It starts in the capital, Riyadh, and ends in Jubbah, Hail Region, covering a distance of 1,200 kilometers and linking 16 stops along the way.

Q5. How many tourism experiences are offered on the trail?

A5. The Northern Trail offers more than 130 tourism experiences. These include exploring historic villages, desert adventures, rural and cultural activities, local cuisine, and traditional crafts, providing a diverse range of options for travelers.

Q6. How many destination management companies are involved?

A6. There are 21 destination management companies involved in the Northern Trail. These companies are responsible for organizing and delivering the various experiences, ensuring high-quality service and authentic engagement with local communities.

Q7. How many tour guides are participating?

A7. Over 335 tour guides are participating in the Northern Trail. They are trained to provide informative and engaging tours, sharing their knowledge of Saudi heritage, culture, and natural landscapes with visitors from around the world.

Q8. What types of experiences can visitors expect?

A8. Visitors can expect a mix of cultural and adventure experiences. These include exploring historic villages and heritage landmarks, desert adventures like dune bashing, rural activities, tasting local cuisine, and learning about traditional crafts from artisans.

Q9. What did Minister Al-Khateeb say about the launch?

A9. Minister Al-Khateeb said the launch supports local communities and enables the private sector to benefit from tourism growth, contributing to Saudi Vision 2030 objectives. His statement underscores the trail’s role in economic diversification and community empowerment.

Q10. How will the Northern Trail be developed further?

A10. The initial phase will be developed further by considering additional sites, stops, and experiences throughout the year in cooperation with partners. This phased approach allows for continuous improvement and expansion based on visitor feedback and market demand.

Q11. What is the Saudi Winter 2026 program?

A11. The Saudi Winter 2026 program is an annual initiative that positions Saudi Arabia as a premier winter destination. It features various events, activities, and tourism products, including the Northern Trail, to attract domestic and international visitors during the cooler months.

Q12. What is the significance of Jubbah in Hail Region?

A12. Jubbah is a UNESCO World Heritage site renowned for its ancient rock art, dating back thousands of years. It serves as the endpoint of the Northern Trail, offering visitors a glimpse into Saudi Arabia’s prehistoric past and cultural heritage.

Q13. How does the trail support local communities?

A13. The trail supports local communities by creating jobs, involving residents in tourism activities, and enabling small businesses to benefit from increased visitor spending. It empowers communities to share their culture and traditions while earning income.

Q14. What is the role of the private sector in the Northern Trail?

A14. The private sector plays a key role through destination management companies and tourism experience providers. They develop and operate the experiences, adopt the trail’s official identity, and contribute to its promotion, driving innovation and growth.

Q15. How does the Northern Trail align with Vision 2030?

A15. The trail aligns with Vision 2030 by diversifying the economy, creating jobs, empowering communities, and enhancing quality of life. It supports the goal of attracting 150 million visits by 2030 and increasing tourism’s GDP contribution to 10%.

Q16. What is the official identity of the Northern Trail?

A16. The official identity is a branding and marketing concept developed by the Saudi Tourism Authority. It is designed to create a cohesive image for the trail and is encouraged for use by private-sector partners in their promotional activities.

Q17. What are some examples of heritage landmarks on the trail?

A17. Examples include historic villages in Qassim, traditional mud-brick architecture, and the rock art sites of Jubbah. These landmarks offer insights into Saudi Arabia’s rich history and cultural traditions, dating back centuries.

Q18. How can international tourists access the Northern Trail?

A18. International tourists can access the trail by flying into Riyadh, where it begins. Visa procedures have been simplified, and various tour operators offer packages. The trail is designed to be easily navigable with the help of tour guides and destination management companies.

Q19. What economic impact is expected from the Northern Trail?

A19. The trail is expected to boost local economies by creating jobs, supporting SMEs, and increasing tourism spending. It contributes to the national goal of raising tourism’s GDP share, reducing oil dependence, and fostering sustainable development in the regions it covers.

Q20. How does the Northern Trail enhance Saudi Arabia’s global image?

A20. The trail showcases Saudi Arabia’s cultural heritage, natural beauty, and modern tourism infrastructure, presenting the Kingdom as a welcoming and diverse destination. It enhances soft power and attracts international visitors, reinforcing Saudi Arabia’s position as a global tourism leader.

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