Saudi farms draw new tourism demand

Saudi Arabia’s farms are moving from food production sites into visitor destinations, giving rural communities a larger role in the Kingdom’s fast-expanding domestic tourism economy.

Agricultural areas in Jazan, Al-Baha, Aseer, Taif, Al-Ahsa, Al-Jouf, Al-Qassim, Hail and Madinah are being developed around farm stays, orchards, beekeeping, rose harvesting, coffee cultivation, date palms, fruit picking, local cuisine and handicrafts. The shift reflects rising demand for nature-based travel among families and young travellers seeking cooler climates, outdoor activities and cultural experiences outside major cities.

About 450 licensed rural tourism farms now operate across the Kingdom, showing how agritourism has moved from scattered individual ventures into a recognised tourism segment. Operators are packaging visits around seasonal crops and rural lifestyles, allowing guests to walk through farms, learn production methods, taste local products and buy directly from growers.

The sector’s appeal has grown as domestic tourism becomes a larger pillar of Saudi Arabia’s non-oil economy. Domestic tourist trips have exceeded 86 million, with overnight stays crossing 538 million nights and spending above SR115 billion. This gives farm-based operators a broader customer base at a time when the national tourism strategy is targeting 150 million annual visits by 2030 and a larger contribution to gross domestic product.

Rural tourism also fits a policy priority that goes beyond leisure. Saudi Reef, the Sustainable Agricultural Rural Development Programme, has been promoting farm-based tourism as a route to raise rural incomes, support small farmers and strengthen local value chains. Its initiatives in Madinah, Taif and other areas have linked agricultural products with visitor experiences, including roses, aromatic plants, handicrafts and winter tourism activities.

Taif has become one of the clearest examples. A rose farm supported by Saudi Reef has been positioned as a model rural tourism destination, combining rose cultivation with oil extraction, perfumes and visitor experiences. The city’s rose farms benefit from a mild mountain climate, while harvesting before sunrise has become part of the storytelling offered to visitors interested in how high-value products are made.

Aseer is also emerging as a key player. Its farms draw visitors with berries, roses, coffee, honey and mountain scenery, while the wider regional development strategy seeks to make the area a major sustainable tourism destination. Farm tourism there benefits from cooler summer weather, terraced agriculture and a strong identity built around local food, crafts and landscapes.

Al-Baha has reported 23 licensed rural farms, while Aseer hosts dozens of active tourist farms. Al-Ahsa, one of the world’s largest date-palm oases, provides a different model based on heritage, irrigation channels, palm groves and food traditions. Al-Jouf brings olive farms and fruit orchards into the tourism map, and Al-Qassim is using grapes, dates and seasonal fruit production to strengthen rural visitor flows.

Investment is beginning to follow the trend. Dan Company, owned by the Public Investment Fund, has launched Solan, a hospitality brand built around an agritourism franchise model. The plan is to create a network of farms, lodges and private rural properties where owners can host travellers while receiving training, operating support and quality guidance. Initial target areas include Al-Ahsa, Taif, Aseer, Hail, Madinah and Al-Qassim.

The model could help farm owners diversify income beyond crop sales, especially in regions where small producers face pressure from water costs, climate variability and market competition. Rural stays, farm restaurants, educational tours and direct product sales can provide additional revenue while preserving agricultural land and local practices.

Challenges remain. Operators must meet licensing, safety, accommodation and food-service standards while protecting fragile rural environments. Water use is a sensitive issue in a country where agriculture already faces sustainability constraints. Poorly managed visitor growth could strain farms, village roads and local services, especially during holiday peaks and harvest seasons.

Quality control will be central to the sector’s next phase. Successful rural tourism depends on authentic experiences, clean facilities, trained guides, transparent pricing and reliable booking systems. Without professional standards, farms risk becoming short-term attractions rather than sustainable businesses.