Billboards line the Umm Al Qura highway leading to the Grand Mosque in Mecca, displaying manicured public spaces, glass-fronted stores and sleek towers. It’s part of a $26 billion project to bring more Muslims to the holy city's high-end hotels, residences, retailers and restaurants.
As this year’s Hajj wraps up Friday, bringing the annual pilgrimage closer to its pre-pandemic size, Mecca is being rapidly pushed to an even grander scale. An ambitious plan to reshape the economy aims to bring in more than 30 million religious tourists a year by 2030, and for tourism to contribute up to $80 billion, or 10% of GDP, as the kingdom reduces its reliance on oil.
