Saudi Arabia plans to allow the sale of some alcoholic beverages at select tourist sites starting in 2026. This move, described as a “shock U-turn” for the traditionally ultra-conservative nation, is aimed at attracting more tourists ahead of major international events like the FIFA World Cup in 2034.
Under the new plans, wine, beer, and cider will be available at licensed venues, including luxury hotels, five-star resorts, and specific tourist developments. However, the sale and consumption of alcohol will remain banned in public places, homes, shops, and fan zones. Additionally, spirits and any drinks with an alcohol content exceeding 20 percent will not be permitted.
This initiative is part of Saudi Arabia’s “Vision 2030” strategy, which seeks to boost tourism and investment as the country prepares to host events such as Expo 2030 and the World Cup.
Officials hope that allowing controlled alcohol sales in high-profile areas like Neom, Sindalah Island, and the Red Sea Project will help Saudi Arabia compete with other Gulf destinations such as the UAE and Bahrain, where alcohol is already available in tourist zones.
Venues permitted to sell alcohol will be operated by trained staff under strict licensing conditions. Authorities stated the goal is “to welcome the world without losing cultural identity – positioning Saudi Arabia as a progressive, yet respectful player on the global tourism map.”
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