VisualGPS Creative Trends Culture Saudi Arabia: Faith-Led Tourism

As the birthplace of Islam and home to the two holiest cities, Saudi holds deep spiritual significance for the world’s roughly two billion Muslims—about 25% of the global population.¹  Each year, millions travel to the Kingdom for Islamic rituals to fulfill one of the five pillars of Islam or seeking spiritual connection beyond the rituals. This sacred bond positions Saudi Arabia uniquely, not just as a destination, but as a spiritual home for Muslims across the world.   

One of the most remarkable aspects of Islamic tourism in Makkah is the sheer diversity. As the spiritual epicenter of Islam, Makkah welcomes millions of pilgrims from around the world, making it one of the most culturally diverse cities in the world. According to the Saudi General Authority for Statistics, during the 2025 Hajj season alone, Makkah welcomed over 1.6 million pilgrims, with 90% international visitors, welcoming 171 different nationality.² This diversity is visible in languages, clothes and food. In fact, according to Getty Images' VisualGPS research, 60% of travellers want to see people meeting and engaging with others and 50% of global travellers prefer travel images of local cuisines. 

Most visuals of Makkah tend to follow traditional styles, often capturing Al‑Haram from the same familiar angles, While these images honour the city’s deep Islamic significance, they can become visually repetitive and emotionally distant. It is time to visualise it differently. Instead expand beyond Al‑Haram and show Makkah as one of the most diverse cities in the world, and the unique cultural harmony it has. Walking through Makkah, one sees Muslims from every background, reminding us that Islamic tourism in Saudi is not a regional experience, it’s truly a global one.  

The hospitality sector in Makkah stands as one of the most dynamic markets in the world, fueled almost entirely by religious tourism. During peak seasons like Ramadan and Hajj, hotel occupancy hits 100%, making it one of the most overbooked cities globally,³ with numbers expected to rise to 30 million annually by 2030 under Vision 2030 goals. As a result, transportation becomes a critical pillar of the pilgrim experience, ensuring smooth movement between accommodations. VisualGPS research reveals that 42% of people enjoy visuals of their hotel and its amenities, 46% want visuals of the environment inside of the transport and 54% prefer visuals that show landscapes while traveling on transportation. 
So how can you stand out with your visuals? Think differently. Choose visuals with a documentary style such as  first‑person perspective driving through Makkah. Show a diverse group of people sharing a meal at a hotel buffet. Expand beyond showing Makkah's landmarks and explore with different visual languages.   

A visit to Makkah can be more than just a pilgrimage, it can also open the door to exploring the wider beauty and diversity of Saudi Arabia. With modern transportation systems, it’s easier than ever to travel from Makkah to other key destinations across the Kingdom. Whether you’re lured to the historical district of Al Balad in Jeddah, the natural wonders of AlUla or the lush green of the Aseer Province, Saudi Arabia truly has it all.  Getty Images is capturing the beauty of Saudi Arabia.

Sources
[1] Pew Research Center
[2] Hajj Statistics
[3] Saudi Gazette