Saudi Arabia will reportedly lift its ban on alcohol at 600 sites next year as the country aims to win over tourists ahead of the FIFA World Cup 2034. In a shock U-turn, the ultra-conservative nation will allow the sale of wine, beer and cider at licensed venues including luxury hotels, five-star resorts and tourist developments.
But booze will remain banned in public, homes, shops, and fan zones, with spirits off the menu altogether under the Kingdom’s strict rules.
The plans form part of the Gulf State’s Vision 2030, an initiative to attract tourists and investment in the lead up to hosting major international events, including the World Cup and Expo 2030.
Officials hope controlled alcohol sales in glamorous areas like Neom, Sindalah Island and the Red Sea Project will help the country compete with Gulf rivals such as the UAE and Bahrain where boozing is already legal in tourist zones.
As per the new alcohol regulations, the venues permitted to sell alcohol will be operated by trained staff under tight licensing conditions. Drinks and liquor with more than 20 per cent alcohol content will remain banned.
The goal, authorities said, ‘is to welcome the world without losing cultural identity – positioning Saudi Arabia as a progressive, yet respectful player on the global tourism map.’
The plans form part of the Gulf State’s Vision 2030, an initiative to attract tourists and investment in the lead up to hosting major international events, including the World Cup and Expo 2030
Officials hope controlled alcohol sales in glamorous areas like Neom, Sindalah Island and the Red Sea Project will help the country compete with Gulf rivals.
The plan is set to roll out in 2026 – eight years before the World Cup kicks off – and comes amid growing pressure to modernize the Kingdom’s image.
The government added in a statement: ‘Sales will only happen under controlled environments, with licensed service staff and clear operational rules in place to make sure alcohol is handled responsibly and respectfully.’
Several global hotel chains are already tweaking their blueprints to accommodate booze zones, with tourism bosses eyeing a flood of new jobs and international investment.
It comes after Saudi Arabia’s ambassador to the UK had previously said alcohol would be banned when they host the World Cup in 2034, sparking fury among England fans. Prince Khalid bin Bandar Al Saud told LBC radio in February: ‘There is no alcohol at all, rather like our weather, it’s a dry country. ‘Everyone has their own culture. We’re happy to accommodate people within the boundaries of our culture but we don’t want to change our culture for someone else. ‘It is not a Saudi event, it is a world event and, to a large extent, we will welcome everyone who wants to come.’
The dramatic policy shift is part of Crown Prince Mohammad bin Salman’s Vision 2030 drive to boost international tourism. This struck down suggestions that Saudi Arabia would follow in the footsteps of Qatar, another Muslim country, when they hosted the football tournament in 2022. Supporters there were able to buy alcohol from selected hotels, but not at the stadiums.
But now, Saudi insiders hope the new booze policy will silence critics and show the country is ready to party, with limits. Sources say the model is inspired by successful alcohol rollouts in Dubai and Manama, where tight control has boosted tourism and business without trashing tradition.
The Kingdom insists this will not be a free-for-all – and anyone caught misusing the system will face swift consequences.
