Saudi Arabia is set to allow alcohol sales at select tourist destinations by 2026 in a landmark policy shift aimed at attracting international visitors ahead of Expo 2030 and the FIFA World Cup in 2034.
According to reports, around 600 licensed locations — including luxury hotels, resorts, and tourism hubs like NEOM and Sindalah Island — will serve wine, beer, and cider with alcohol content capped at 20%, strictly to non-Muslim tourists. Spirits will remain banned, and all consumption must take place on-site.
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This marks the first large-scale easing of the kingdom’s decades-long alcohol prohibition, with strict regulations ensuring alcohol remains inaccessible to Saudi citizens and Muslims. Religious sites like Mecca and Medina will continue to prohibit alcohol altogether.
The initiative falls under Crown Prince Mohammed bin Salman’s Vision 2030, which seeks to modernise the kingdom’s image and diversify its oil-dependent economy by expanding tourism and global engagement.
Despite this shift, Saudi officials maintain there will be no alcohol served during the 2034 World Cup, reinforcing that cultural boundaries will remain intact even as the country opens up selectively.
