Uber has launched Rihla, a new platform in Saudi Arabia with a focus on tourism and events.
Developed in collaboration with Transport General Authority (TGA), Quality of Life Program, and Misk Foundation, Rihla (Arabic for ‘journey’) promises to unite innovators, policymakers, and communities to explore connecting people, culture, and opportunity across the Kingdom.
Building on Uber’s strong presence in 25 Saudi Arabian cities through the Uber app, Rihla is the company’s attempt to double down on mobility’s economic and social impact.
Uber’s Rihla fuels Vision 2030 growth
In its first phase, Rihla will celebrate tourism and mega events, two of the major pillars of driving the nation’s Vision 2030.
Projects through the Rihla platform will focus on historic landmarks and events, exploring how transport can enhance the experience of living in and visiting Saudi.
From the mountains of AlUla to the waterfronts of Jeddah and the skyline of Riyadh, Rihla will explore how smarter mobility can help the world experience everything that Saudi Arabia has to offer.
Rihla has launched a couple of initiatives…
- Mohammed bin Salman Nonprofit City (Misk City) Mobility Solutions Hackathon: This global innovation challenge, an initiative of the Misk Global Forum, invites young minds to design creative mobility solutions for the cities of tomorrow, culminating in a live finale at MGF25 in Riyadh.
- Bonjour Saudi partnership: Uber and Bonjour Saudi will collaborate to deliver cultural awareness workshops for drivers, helping them better understand and share Saudi Arabia’s traditions with visitors. It aims to enhance overall experience and connect movement with meaningful cultural exchange.
Youssef Abouseif, Managing Director, Uber KSA and Bahrain, commented: “Mobility is much more than getting from one place to another, it’s about connecting people, ideas, and opportunities.
“With Rihla, we’re working hand-in-hand with the Saudi community to co-create a future that mirrors the Kingdom’s aspirations and shapes what comes next. Our ambition is to continue this growth, deepening Uber’s contribution to Saudi Arabia’s economic and social transformation.”
Salman Al-Khattaf, Advisor to the CEO of the Quality of Life Program, added: “Mobility in Saudi Arabia is evolving into a dynamic canvas for innovation, where QoL and Rihla work hand-in-hand to revolutionise how we experience our nation.
“As we seek to enhance cultural experiences and position Saudi Arabia as a premier global tourism destination, Rihla helps bring these ambitions to life by weaving cultural narratives directly into our journey, whether through driver-led storytelling, curated routes, or transport experiences that celebrate our rich heritage.
“With each new transit initiative, we’re inspiring new ways of thinking, working, and living together.”
Uber has continued to localise its innovations to Saudi needs, like empowering women through programs like Wusool, new products such as Uber Teens and Women Drivers Product.
