Saudi Arabia is rapidly redefining the regional tourism and retail landscape through ambitious reforms and bold investments aligned with Vision 2030. As the Kingdom opens its doors to the world, a dynamic new identity is emerging—fueled by cutting-edge infrastructure, a surge in international visitors, and a growing appetite for innovation. This session will unpack the scale and significance of Saudi Arabia’s transformation, highlighting what it means for duty free and travel retail stakeholders eager to engage with one of the region’s most vibrant and fast-evolving markets.