Saudi Arabia is ramping up its charm to woo international tourists.
This time in a move that would have been unthinkable just a few years ago: easing its decades-long ban on alcohol.
Saudi Arabia will permit limited alcohol sales in 600 designated tourist areas by 2026, marking a major cultural shift as part of its Vision 2030 economic reforms.
The policy, tied to preparations for the 2034 FIFA World Cup, will restrict sales to high-end hotels, resorts, and expat compounds—banning spirits over 20% ABV and public consumption. Officials emphasize this “measured approach” balances tourism growth with Islamic values, requiring licensed venues and trained staff to serve only wine, beer, and cider.
“This isn’t blanket liberalization but strategic openness,” a Saudi official stated, noting the ban remains in homes, local shops, and fan zones. Global hotel chains are adapting menus, anticipating increased tourism revenue and foreign investment as the kingdom diversifies from oil.
Analysts call it a watershed moment for the conservative nation, though restrictions reflect lingering cultural sensitivities. The move aligns with Crown Prince Mohammed bin Salman’s broader modernization push, including entertainment megaprojects and relaxed social codes.
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