The newly relaxed rules do come with caveats, but are nonetheless a big change for a country that has long shied away from opening up to non-religious tourism.
And there is plenty to see: Saudi has UNESCO-listed sites, world-class diving and pristine beaches.
In this edition of Inside AB, Jeremy Lawrence and Shayan Shakeel take a look at those plans and ask whether the country can achieve its plan to attract 30 million tourists a year by 2030.
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(Source: Arabianbusiness.com YouTube channel)