A few years ago, the idea of being served a glass of wine in Saudi Arabia sounded like fiction. Now, it’s policy.
Saudi Arabia plans to lift its alcohol ban at 600 tourist sites by 2026.
Let that sink in.
Not for homes. Not for shops. Not for public spaces or fan zones. But at controlled, licensed venues: five-star resorts, luxury compounds, and expat bubbles.
The goal? To compete with the UAE and Bahrain. To make sure hotel rooms in Neom and the Red Sea Project aren’t sitting empty by the time the 2034 FIFA World Cup rolls around. To welcome the world without alienating the base.
If it sounds familiar, that’s because it is.
Dubai has been doing this for decades. Controlled tourism zones. Licensed venues. Strict rules. Cultural balancing acts. And it worked.
Dubai built a thriving tourism sector not by erasing its identity, but by zoning it. You drink at the hotel. You dress up for brunch. You go back to work the next day. No one calls it liberal. Just practical.
Saudi’s move isn’t bold. It’s overdue.
There are 500,000 new hotel rooms planned across the Kingdom. That’s not tourism strategy. That’s inventory.
And inventory without policy to match becomes liability. You can’t sell luxury experiences if the basics of global leisure travel are off the table. Whether we like it or not, alcohol is part of that picture.
It’s not about partying. It’s about options. And perception.
The new policy is clear: beer, wine, cider only. Spirits banned. Fan zones excluded. No takeaways. No supermarkets. No home brewing. Just licensed venues, trained staff, strict controls.
In other words: copy Dubai’s homework. But don’t make it look too obvious.
Saudi officials are calling it a way to welcome the world without losing culture. That’s a fine line. But so far, the model is more Bahrain than Berlin.
The real test? Whether international tourists believe it. Whether they feel safe, welcome, and informed. Whether the rules are clear and consistent. Whether hotel staff are trained for nuance, not just compliance.
And whether the Kingdom’s vision of progress can coexist with its laws.
If they pull it off, it will be one of the fastest pivots in modern tourism.
If they don’t, it’ll be 600 beautifully built resorts with minibars full of sparkling water.
The business opportunity here is huge. This reform opens the door for foreign direct investment in:
- High-end hospitality partnerships
- Beverage import logistics
- Regulatory and compliance services
- Tourism and event management agencies
Expo 2030 Riyadh and Saudi Arabia FIFA World Cup 2034™️ will demand service levels Saudi Arabia has never hosted at scale. The Kingdom knows that. That’s why this isn’t just about optics. It’s about readiness.
Global hotel chains are already tweaking plans. F&B groups are eyeing approved distribution channels. Private operators are drafting VIP service blueprints. Because the message is clear: Saudi Arabia is open for a new kind of business. But only if you understand the rules.
This isn’t a blanket legalisation. It’s a zoning strategy with a clear message: reform, not revolution.
The reform might look like a single policy update. But underneath, it signals something bigger: the shift from conservative observer to calculated host. A soft relaunch of Saudi Arabia to the world.
The rooms are coming. The guests are expected. The only thing left to shape is the experience they’ll take home.
And that experience starts with clarity, consistency, and a sense that Saudi Arabia is not just open – but ready.
The world is coming. The rooms are built. The real question now is: what story do you want the guests to take home?
Moey writes here. 
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