Saudi Arabia has announced that it will allow alcohol sales in 600 tourist locations by 2026.
Riyadh will expand alcohol access to around 600 licensed venues. These include five-star hotels, luxury resorts, and select tourist zones in developments like NEOM, Sindalah Island, and the Red Sea Project. Alcohol will not be sold in retail outlets or public spaces.
Permitted beverages will be limited to wine, beer and cider, with a maximum alcohol content of 20%.
Stronger drinks such as spirits will remain banned. All alcohol must be consumed on-site at licensed premises, and no takeaway or off-premise sales will be allowed. Public advertising will also remain prohibited.
The move is part of broader efforts to attract international tourism and investment ahead of major global events.
In January 2024, the Kingdom opened its first alcohol store in over 70 years. Located in Riyadh’s Diplomatic Quarter, the shop is restricted to non-Muslim foreign diplomats.
Customers must register through a government app, receive foreign ministry approval, and adhere to monthly purchase quotas. Phones are sealed during visits, and shopping must be done in person.
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The initiative was introduced to regulate alcohol access for diplomats and reduce the black market trade, while maintaining restrictions for the general population.
The reforms are aligned with the Kingdom’s Vision 2030 initiative, which aims to diversify the economy by boosting the tourism sector.
Officials have stated that the changes are designed to support events like the 2030 Riyadh World Expo and the 2034 FIFA World Cup, where many international visitors are expected.
However, Saudi authorities have confirmed that alcohol will not be permitted in stadiums or fan zones during the World Cup. Religious cities such as Mecca and Medina will continue to prohibit alcohol entirely. The general ban will also remain in place for Saudi citizens and Muslim residents.
Outside of the licensed tourist zones, Saudi Arabia maintains strict penalties for alcohol-related offences. Individuals found consuming or possessing alcohol unlawfully may face fines, imprisonment or deportation. Licensed venues that violate the terms of their permit, such as serving unauthorised individuals or allowing alcohol off-site, risk closure and legal consequences.
Recent years have seen a number of social reforms under Vision 2030, including the introduction of cinemas, concerts and more relaxed social norms. The gradual easing of alcohol restrictions appears to be part of this wider shift — focused on meeting the needs of foreign visitors rather than altering domestic cultural practices.
