The Kingdom of Saudi Arabia has launched “Visa by Profile,” a pioneering initiative designed to issue electronic tourist visas instantly to eligible Visa cardholders. The announcement was made by the Ministry of Tourism Minister Ahmed Al Khateeb at the TOURISE25 Summit in Riyadh, marking a significant step in
leveraging technology to enhance the visitor experience and solidify the nation’s position as a global tourism leader.
This new system is the result of a strategic collaboration between the Ministry of Interior, the Ministry of Foreign Affairs, the Saudi Tourism Authority, and the global payments technology company Visa.
A Seamless Digital Entry Point
The “Visa by Profile” initiative is being touted as the world’s first system of its kind, allowing travelers to secure an electronic tourist visa in minutes using only their passport details and an eligible Visa card. The streamlined process is designed to remove friction from travel planning and attract a wider international audience.
“Launched at TOURISE25, we proudly introduce ‘Visa by Profile’ – the world’s first initiative allowing eligible Visa cardholders to instantly secure their electronic tourist visa in minutes, just by using their card and passport details,” Al-Khateeb stated on X. “This is how we build the future of tourism: simple, seamless, and globally connected.”
Driving Ambitious Tourism Goals
This technological advancement directly supports Saudi Arabia’s ambitious tourism targets under Vision 2030. After exceeding its 2023 goal of 100 million visitors six years early, the Kingdom has set a new target of attracting 150 million tourists annually by 2030, with 70 million expected to be international visitors.
The launch of an instant visa system is a critical piece of infrastructure aimed at achieving this goal. The Kingdom has already demonstrated significant momentum, ranking first among G20 nations in international tourist arrivals in 2024 and leading the world in tourism revenue growth from inbound visitors.
Broader Innovations Unveiled at TOURISE25
The Visa by Profile initiative was one of several key announcements made at the TOURISE25 Summit. Minister Al Khateeb also unveiled three additional programs—Agentic Tourism, TOURISE Destination, and Beyond Tourism—all aimed at accelerating growth across the sector.
A central theme of the summit was the development of local talent to power the industry’s expansion. Highlighting this, the ministry announced new strategic partnerships with leading global hospitality institutions to advance skills development. “Our people are the core of the future of tourism,” Al Khateeb remarked, underscoring the commitment to empowering Saudi nationals in the sector.
About Visa by Profile
Visa by Profile is a new electronic visa initiative launched by Saudi Arabia in partnership with Visa and various government ministries. It enables eligible Visa cardholders to obtain an instant electronic tourist visa in minutes, simplifying the entry process into the Kingdom. The system aims to leverage digital innovation to enhance the travel experience and support Saudi Arabia’s goals of becoming a top global tourism destination.
Source: Fast Company Middle East
