At the heart of Saudi Arabia's 2030 Vision Project, there are new sectors that will be established and supported in order to develop their success and to make them the cornerstones of the future economy of Saudi Arabia. One of these is tourism for which the aim is to develop new attractions of the highest standard, which will gain international reputation. The purpose of this research is to identify the opportunities and challenges that Saudi Arabia encounters in order to be a global tourism destination. In particular it will look at what factors that may account for successfully developing Saudi Arabia into a global tourism brand and identifying the changes and strategies that are required. The Target market for this study are from Europeans, Americans and Canadians nationalities. The sample consisted of 101 adults of both genders and various ages. Results include a discussion of factors influencing destination image, factors preventing people from going to Saudi Arabia, and perceptions of Saudi Arabia as a tourist destination. The study also discusses approaches that can be used to support promoting Saudi Arabia as a tourist destination, including types of tourist activities the country can offer.