From Desert Lands to Green Avenues: Understanding Sustainability Actions in the Saudi Arabian Tourism and Hospitality Sector Through Expert Perspectives

The tourism and hospitality sector in Saudi Arabia is undergoing rapid sustainability transformation under the strategic direction of Vision 2030. This study examines the maturity of Sustainability Actions (SAs), their key drivers, and implementation barriers, comparing the perceptions of industry practitioners and academic experts. Using a qualitative abductive research design based on 20 in-depth semi-structured interviews with industry and academic experts in Saudi Arabia, followed by thematic analysis using a machine learning Qualcoder 3.7 software, the findings reveal both convergence and divergence between the two groups. While both recognize Vision 2030 as the primary catalyst and acknowledge financial costs and knowledge gaps as major barriers, industry experts emphasize operational efficiency and short-term performance outcomes, whereas academics advocate systemic transformation grounded in circular economy principles and long-term socio-ecological regeneration. The results demonstrate that sustainability adoption in Saudi Arabia is shaped not only by market demand but also by a strong government-led institutional framework that accelerates sectoral change. The findings are structured across environmental, social, and economic sustainability dimensions, offering differentiated implications for industry practitioners and academic stakeholders within emerging tourism economies. The study contributes to sustainability and tourism and hospitality literature by offering a comparative multi-perspective analysis and by conceptualizing sustainability transition as a hybrid model combining policy direction, market incentives, and knowledge collaboration. Managerially, the findings highlight the need for regulatory clarity, targeted financial mechanisms, capacity building, and stronger industry–academia integration to institutionalize sustainability practices in emerging tourism economies.