RIYADH: Saudi Arabia is accelerating preparations to host the AFC Asian Cup, which takes place from Jan. 7 to Feb. 5, 2027, by using the continent’s biggest football tournament to showcase tourism, hospitality and digital infrastructure ahead of larger global events, including Expo 2030 and the FIFA World Cup in 2034.
As the Kingdom hosts the tournament for the first time, officials and industry leaders say the event will test everything — from visa processing to transportation to hotels and restaurants, along with AI-powered visitor services — while encouraging fans to explore Saudi Arabia beyond the stadiums.
Abdullah Al-Dakhil, spokesperson for the Saudi Tourism Authority, told Arab News: “At STA our ambition is to position the tournament not only as a world-class sporting event, but as a gateway to discovering Saudi’s rich culture, diverse destinations and renowned hospitality.”
He said making travel as seamless as possible was a priority.
Building on the success of the Kingdom’s eVisa, visa-on-arrival and Stopover Transit Visa programs, Saudi Arabia has introduced the Package Visa, allowing eligible travelers in selected markets to obtain tourist visas through licensed travel providers as part of integrated travel packages.
Through the official AFC Asian Cup Saudi Arabia 2027 platform on Visit Saudi, fans can purchase packages combining flights, hotel accommodation and match tickets for Riyadh, Jeddah and Alkhobar.
Each host city will also offer visitors cultural and tourism experiences between matches, from Diriyah and Boulevard World in Riyadh to Historic Jeddah and the Corniche, while Alkhobar offers coastal attractions including Half Moon Bay.
“Hosting the AFC Asian Cup 2027 is another important milestone in Saudi’s journey to becoming one of the world’s leading sports tourism destinations,” Al-Dakhil added, saying that the tournament was also expected to create economic opportunities and reinforce Saudi Arabia’s reputation as a host for major international events.
Rather than viewing the Asian Cup as a month-long sporting event, analysts say it will serve as a dry run for systems that will later support Expo 2030 and the FIFA World Cup 2034.
Robert Coulson, executive adviser for real estate at Accenture, told Arab News: “The mistake is to read this as a four-week sporting event: It is the opening move in a delivery sequence that runs through Expo 2030 and ends at the FIFA World Cup 2034.”
Coulson added that the tournament will provide valuable real-world feedback across the visitor journey, including airports, hotels, transport and stadium operations.
He said: “This is the first time Saudi Arabia hears from the world at volume.
“Visitors will show exactly where the friction sits through the reviews they write, the questions they ask and the experiences they share.”
He said identifying weaknesses early would allow Saudi Arabia to improve before hosting larger events, and added: “Problems found in 2027 are cheap; the same problems found in 2034 are headlines.”
One of the biggest economic opportunities lies beyond football, with tourism operators hoping fans extend their trips to explore Saudi Arabia.
At Rixos Obhur Jeddah, near Al-Jawhara Stadium, preparations include themed accommodation packages, live match screenings and football-inspired dining experiences.
Karima Saddik, marketing manager at Rixos Hotels, told Arab News: “As Saudi Arabia’s first true all-inclusive family and lifestyle resort, we are ideally positioned to cater to guests from diverse Asian markets.”
She said visitors would be encouraged to discover Historic Jeddah and the city's growing cultural scene.
Coulson said that increasing visitors’ stays would generate greater economic returns, and added: “Every additional night is pure margin against fixed acquisition cost.”
Saudi Arabia’s restaurant sector is also preparing for an influx of visitors and expanding its digital operations and AI-powered planning.
Gadzhibala Pirmagomedov, project owner at restaurant technology company Syrve MENA, said operators were using artificial intelligence to forecast demand, manage inventory and improve delivery services.
He told Arab News: “Most restaurants only realize their systems can’t keep up when the first rush hits.”
Evening kickoffs are expected to shift dining patterns, increasing late-night demand and food deliveries while creating opportunities for restaurants near stadiums and throughout host cities.
Rather than relying on discounts, he said businesses should focus on building lasting customer relationships, adding: “The venues that succeed in the long run will be those that collect customer data during the tournament and turn first-time visitors into repeat customers.”
AI and digital platforms are expected to play a central role in managing millions of visitor interactions.
Coulson said predictive analytics could help authorities anticipate crowd movements, staffing requirements and transport demand before bottlenecks emerge.
He highlighted the Kingdom’s Ahlan platform, which integrates visas, flights, accommodation, ticketing, transport and stadium access into a single digital identity.
He said: “The Ahlan platform is, in my mind, more strategically significant than any single stadium.”
AI-powered multilingual assistants and digital twin technology are also expected to improve customer service, monitor crowd movements and enhance safety.
However, Coulson warned that critical technologies must be fully tested before the tournament, and said: “Never debut critical technology on matchday.”
Industry leaders say success will ultimately be measured not only by full stadiums but by visitor experiences that encourage repeat tourism and strengthen Saudi Arabia’s credentials as a global host.
Coulson said: “Delivering Asia’s flagship tournament competently moves Saudi Arabia from aspirant host to proven host.”
Pirmagomedov agreed, describing the Asian Cup as a dress rehearsal for the FIFA World Cup 2034.
He said: “The Asian Cup is a chance for Saudi hospitality to prepare on a global stage. Operators who take it seriously now will be ready for even bigger events in the future.”
