Uber is betting on the future of movement in Saudi Arabia, and it is calling it Rihla. The new platform, launched this week in Riyadh, aims to redefine what mobility means in a country undergoing rapid transformation. By linking tourism, technology and cultural exchange, Rihla (Arabic: رحلة, “Journey”) positions transport not just as a way to get from one place to another but as a way to experience Saudi Arabia itself.
Developed in collaboration with the Transport General Authority (TGA), the Quality of Life Program, and the Misk Foundation, Rihla is designed to bring together innovators, policymakers and communities to explore how smarter, more connected mobility can drive opportunity, cultural exchange and sustainable growth.
Building on Uber’s strong presence in Saudi Arabia, where it serves millions of riders across 25 cities, Rihla marks a new chapter in the company’s long-term commitment to the Kingdom. It is not another product or app, but rather a platform for collaboration and innovation, aligning with Vision 2030’s ambitions for a more dynamic, connected and inclusive nation.
Tourism and Mega Events: The First Chapter
The first phase of Rihla focuses on tourism and mega events, two of the most powerful engines driving the Kingdom’s transformation. From the mountains of AlUla to the futuristic skyline of Riyadh, Uber plans to explore how mobility can make travel experiences smoother, more accessible and more meaningful for both residents and visitors.
Among the first initiatives announced is the Mohammed bin Salman Nonprofit City (Misk City) Mobility Solutions Hackathon, launched by the Misk Global Forum. The global innovation challenge invites young creators to design smart mobility solutions for the cities of tomorrow, culminating in a live finale at MGF25 in Riyadh.
Uber also unveiled a partnership with Bonjour Saudi, a Diriyah-based cultural experience design house and official partner of Visit Saudi. The collaboration will deliver cultural awareness workshops for drivers, equipping them to share Saudi Arabia’s traditions and stories with visitors. The goal is to turn every trip into more than a ride, into a small window into the Kingdom’s identity.
Future Rihla projects will continue to highlight heritage sites, national celebrations and global events, exploring how transport can enhance both the experience of living in and visiting Saudi Arabia.
Future of Mobility
“Mobility is much more than getting from one place to another, it’s about connecting people, ideas, and opportunities,” said Youssef Abouseif, Managing Director, Uber KSA and Bahrain. “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.”
The Transport General Authority affirmed its support for partnerships that encourage innovation within the transport ecosystem. The Authority stated that, in collaboration with Uber, it is “working to enable advanced technologies and adopt smart solutions that enhance service quality, foster sustainability, and keep pace with the rapid development of the Kingdom’s transport sector while meeting beneficiaries’ expectations.”
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 revolutionize 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.”
Empowering Youth and Innovation
For the Misk Foundation, Rihla reflects a shared vision for empowering Saudi youth to lead the industries of the future. Mashael Al-Zoghaibi, Global Engagement Director at Misk Foundation, said: “Misk’s participation in the Rihla initiative aligns with its vision to empower youth and develop their capabilities to become pioneers in various future fields. Through its four main tracks: Skills, Entrepreneurship, Leadership, and Community, Misk strives to build an ambitious generation capable of contributing to the Kingdom’s national development journey.”
She explained that the Misk City Mobility Solutions Hackathon “provides young people with a space to innovate, experiment, and apply their knowledge in a practical and stimulating environment” while enhancing their creativity and problem-solving skills.
Rihla follows a decade of Uber’s evolution in Saudi Arabia, which has included programs such as Wusool, designed to empower women’s mobility, and localized products such as Uber Teens and the Women Drivers Product. Through these initiatives, Uber has steadily adapted its global technology to local needs.
Comments (0)