The Public Investment Fund's 2026–2030 strategy shifts the mandate from expansion to value creation, after assets under management grew from about SR500 billion ($136 billion) in 2015 to over SR3.4 trillion in 2025, more than $199 billion of new domestic projects between 2021 and 2025, and total annual shareholder return above 7% since 2017.
A fund that has grown from SR500 billion to SR3.4 trillion can no longer rely on its size to impress. After five years of expansion, it must now demonstrate profitability.
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Ad money grows up
A Snap–Kearney study found an 8-point gap between Saudi digital ad-spend growth and e-commerce growth; 30%+ of Saudi consumers find advertising culturally off-key.
The takeaway: A third of Saudi consumers feel that the ads don't represent them; the biggest growth driver isn't budget, but rather cultural fluency.
Saudi carries half of Gulf tourism
Saudi Arabia's travel and tourism sector contributed $178 billion to the economy in 2025, 46% of the entire Middle East's travel and tourism economy, growing 7.4%, nearly double the global rate of 4.1%, with international visitor spending up 8.2% against a 3.2% global rate.
Nearly half of the entire region's tourism economy now lies in Saudi Arabia, growing at twice the global rate, a shift large enough that the map of Middle Eastern travel needs to be redrawn before the guidebooks catch up.
Spending cooled by 1.7 billion
Point-of-sale transactions fell to SR14.6 billion in the week to 8 August from SR16.31 billion the week before, with transaction count down to 253.4 million from 267.1 million, Riyadh accounted for SR4.88 billion of it, or 33.4%. Food and beverages led at SR2.28 billion across 58.41 million transactions, ahead of restaurants and cafes at SR1.9 billion.
The data shows that average spending has gone down. In reality, it's still the same people going out just as often, but now they pick cheaper options when they get there.
