Uber Launches Rihla Platform for Tourism & Events in Saudi Arabia

Uber has introduced Rihla, a new platform in Saudi Arabia designed to forge deeper connections between mobility, culture and community. The initiative was launched in collaboration with the Transport General Authority (TGA), the Quality of Life Program and the Misk Foundation. Rihla’s first phase centres on leveraging transport as a catalyst for tourism and events, aligning with two key pillars of the Kingdom’s Vision 2030 agenda. Projects will highlight major landmarks—from Al Ula’s ancient formations to Jeddah’s waterfront and Riyadh’s skyline—and explore how smarter mobility can elevate the experience for both residents and visitors. Among its early initiatives, Rihla includes a global Mobility Solutions Hackathon held at the Misk Global Forum, inviting young innovators to propose tomorrow’s city-mobility solutions. It also offers a cultural-awareness scheme for drivers, carried out with the partnership of Bonjour Saudi to help them guide visitors through Saudi heritage responsibly. Uber's previous localised products in the Kingdom include programmes such as Wusool, as well as Uber Teens and a Women Drivers product.