Mobility has always been part of the Saudi story. For centuries, movement shaped trade routes, pilgrimages, and daily life. Today, it’s taking on a new meaning. The Rihla platform by Uber Saudi Arabia marks a turning point where transportation becomes a bridge between innovation, culture, and community.

Launched in Riyadh in October 2025, Rihla, which means “journey” in Arabic, brings together technology and storytelling to redefine what travel can mean inside the Kingdom. It is designed to move people, yes, but also to connect them. To places, to heritage, and to each other.

A Journey Rooted in Collaboration

Rihla began as a shared vision between Uber, the Transport General Authority, the Quality of Life Program, and the Misk Foundation. Together, they imagined a platform that reflects Saudi Arabia’s future through movement. One that supports tourism, innovation, and cultural identity all at once.

Over the past decade, Uber has built a deep presence in Saudi Arabia, operating across 25 cities and serving millions of riders. But Rihla takes that foundation further. It’s not about adding new routes but about adding meaning to the routes that already exist.

Youssef Abouseif, Uber’s Managing Director for Saudi Arabia and Bahrain, described it best: 

“Mobility is about connecting people, ideas, and opportunities. With Rihla, we’re working hand in hand with the Saudi community to co-create a future that mirrors the Kingdom’s aspirations.”

Tourism at the Heart of Rihla

The first chapter of the Rihla platform by Uber Saudi Arabia centers on tourism and major events. It’s no coincidence that the project was launched as the Kingdom continues to welcome record-breaking visitor numbers with 116 million in 2024 alone.

From the golden sands of AlUla to the sea breeze of Jeddah and the glittering skyline of Riyadh, Rihla looks at how smart mobility can help people experience Saudi Arabia’s beauty more easily. Each partnership and pilot project explores how technology can elevate tourism through smoother routes, intuitive navigation, and drivers who understand not just the road, but the story of where they are.

It’s a vision where every journey adds something to the destination itself.

The First Initiatives

Rihla’s debut came with two initiatives that perfectly capture its spirit: one focused on innovation, the other on cultural exchange.

Misk City Mobility Hackathon

The Misk Global Forum, under the Misk Foundation, is leading the Mobility Solutions Hackathon. It invites young innovators to design creative ideas for Saudi cities, including new ways to guide visitors, manage crowds, and celebrate culture through mobility. The challenge encourages participants to merge function with identity, turning apps, vehicles, and urban routes into experiences that reflect local design and heritage.

The winning teams will present their ideas live at MGF25 in Riyadh this November, showcasing the next generation of thinkers who see movement as a form of art.

Cultural Awareness for Drivers

For the second initiative, Uber has partnered with Bonjour Saudi, a Diriyah-based cultural experience company that specializes in bridging Saudi heritage with modern hospitality. Together, they are training Uber drivers to become cultural storytellers by helping them understand the history behind the streets they travel every day.

It’s a simple but powerful idea: turning each ride into a chance for visitors to glimpse Saudi Arabia through the eyes of those who live it. Drivers learn about architecture, regional traditions, and the meaning behind Saudi hospitality. In turn, travelers leave with stories that last long after their trip ends.

A Legacy of Empowerment

Rihla continues Uber’s long journey in Saudi Arabia, especially in creating new opportunities for women. Through earlier programs like Wusool, Uber provided millions of rides to help women access jobs and education safely. Today, Saudi Arabia stands as Uber’s largest market for female drivers in the region, a milestone that has changed how women work, earn, and move.

These achievements laid the foundation for what Rihla represents: movement that empowers, connects, and creates possibilities.

The Road Ahead for Rihla

The story of the Rihla platform by Uber Saudi Arabia is only beginning. Future phases will explore how transport can enhance cultural landmarks, festivals, and community life. With each new step, the platform aims to make mobility not just efficient but meaningful; a shared space where technology and tradition travel together.

In a country where movement once defined survival, it now defines progress. Rihla captures that spirit beautifully with the idea that every journey can carry a story, every route can build understanding, and every rider can become part of something larger than themselves.

Saudi Arabia’s future is in motion. And with Rihla, that motion now carries purpose.

FAQs

What is the Rihla platform by Uber Saudi Arabia?
Rihla is a new initiative by Uber Saudi Arabia that connects mobility with culture and community. Developed with the Transport General Authority, Quality of Life Program, and Misk Foundation, it aims to turn transportation into a meaningful experience aligned with Vision 2030.

What are the first projects under Rihla?
The first two projects include a Misk-led hackathon focused on mobility innovation and a partnership with Bonjour Saudi to train Uber drivers in cultural awareness. Together, they link technology and human connection in everyday transport.

How does Rihla benefit tourists visiting Saudi Arabia?
Rihla helps visitors experience Saudi Arabia with greater ease and cultural depth — from driver-led storytelling to smoother routes across key destinations like Riyadh, Jeddah, and AlUla.

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This article is brought to you by Soul of Saudi (a Saudi travel blog dedicated to uncovering the beauty, heart, and soul of the Kingdom).