For Other Reasons Other Than Pilgrimage
Once upon a time, the name “Saudi Arabia” conjured up singular images in the minds of most Nigerians—pilgrimage. Whether Hajj or Umrah, the holy cities of Makkah and Madinah were the primary magnets for Nigerian travelers. But the times are changing. In recent years, an entirely new wave of affluent Nigerians are packing their designer luggage, not with white ihram clothes, but with resort wear, business suits, and designer sunglasses—headed not for spiritual retreat, but for entertainment, investment, and adventure.
So, what’s really going on? Why is Saudi Arabia, a country long seen as a conservative religious destination, suddenly on the itinerary of the elite Nigerian traveler? The answer lies in a stunning reinvention—one that’s transforming the Kingdom into a global hotspot for tourism, sport, and business.
At the heart of this transformation is Saudi Arabia’s ambitious Vision 2030 initiative—a bold blueprint to diversify its oil-reliant economy and reposition the Kingdom as a premier global destination. That dream is now becoming a reality, with cities like Riyadh, Jeddah, and NEOM attracting celebrities, entrepreneurs, influencers, and yes—wealthy Nigerians.
Riyadh Season, for instance, has become a global cultural phenomenon. Each year, from October to March, the capital city is transformed into a giant entertainment stage with concerts, car shows, sporting events, and gourmet festivals. Nigerians now rub shoulders with tourists from around the world, enjoying performances by megastars, shopping at exclusive pop-ups, or watching international football matches and heavyweight boxing bouts like Fury vs. Ngannou.
Qiddiya, a new entertainment city under construction near Riyadh, promises even more glamour. This $9.8 billion mega-project is set to include theme parks, racing tracks, and cultural attractions that rival the best of Dubai and Orlando.
For nature and luxury lovers, Trojena—a futuristic mountain tourism destination within the NEOM region—is poised to redefine winter tourism in the Middle East. Slated to host the 2029 Asian Winter Games, Trojena promises year-round skiing, hiking, and retreats surrounded by mountains and architectural wonders. For the Nigerian elite used to jetting off to Switzerland, this offers a luxurious new alternative.
It’s not just about fun and games. Saudi Arabia’s changing economic landscape is also opening serious business doors. From tech to renewable energy, logistics to construction, the Kingdom is inviting international investors to tap into its fast-growing, innovation-driven economy. Nigerian entrepreneurs, always alert to opportunity, are now exploring these possibilities—securing partnerships, scouting for franchises, and attending exclusive business expos.
For those in luxury fashion, real estate, finance, or entertainment, the Saudi market is fresh, wealthy, and ready to spend. Several Nigerian-owned brands have already begun testing the waters through pop-up events, cross-cultural showcases, and regional collaborations.
However, not all that glitters is without scrutiny. In early 2025, Saudi authorities quietly tightened their visa policies, announcing that Nigeria and 13 other countries would be limited to single-entry tourist visas valid for only 30 days. The reason? To curb a rising trend of individuals using tourist visas as a backdoor to participate in Hajj without proper authorization.
While the policy still allows for business, Umrah, diplomatic, and residency visas, it puts new pressure on wealthy travelers—and their agents—to ensure they have a legitimate reason and documentation for entry. The message from the Kingdom is clear: come for tourism, come for business, but follow the rules.
The New
Saudi Wave
In all, what we’re witnessing is the birth of a new type of Saudi Arabia—one that’s no longer a once-in-a-lifetime destination for religious pilgrimage, but a recurring stop for leisure, commerce, and global engagement.
For rich Nigerians, this shift means access to a new playground and marketplace, a rising hub that offers both cultural thrills and economic potential. Whether it’s to see Burna Boy perform at Riyadh Boulevard, ski down the man-made slopes of Trojena, or secure a multimillion-naira deal with a Saudi conglomerate—Saudi Arabia is now on the map for much more than faith. It’s a new era. And Nigerians, as always, are arriving in style.
-Jamiu Abubakar
(08085185886)
