Uber to Re-shape the Future of Mobility in Saudi Arabia through “Rihla”

Manal Saleh

Riyadh, Kingdom of Saudi Arabia – October 21, 2025: Uber today launched Rihla (Arabic: رحلة, “Journey”), an ambitious new platform  designed to shape the future of mobility in Saudi Arabia, with a first-year focus on tourism and mega events.

Developed in collaboration with leading Saudi partners; including the Transport General Authority (TGA), Quality of Life Program, and Misk Foundation, Rihla unites innovators, policymakers, and communities to explore how movement can connect people, culture, and opportunity across the Kingdom.

Building on Uber’s strong presence in Saudi Arabia — contributing billions of riyals to the national economy and serving millions of riders across 25 cities through the Uber app —Rihla represents the next chapter in Uber’s commitment to the Kingdom. As an initiator and convener, Uber aims to double down on mobility’s economic and social impact through collaboration and innovation, accelerating progress in line with Vision 2030’s ambitions for a connected, dynamic, and inclusive Saudi Arabia.

Tourism and Mega Events: Where the Journey Begins

The first chapter of Rihla’s journey will celebrate tourism and mega events, one of the most dynamic drivers of Vision 2030. From the mountains of AlUla to the waterfronts of Jeddah and the futuristic skyline of Riyadh, Rihla will explore how smarter, more seamless mobility can help the world experience Saudi Arabia’s beauty like never before.

Among the first initiatives to launch:

• Mohammed bin Salman Nonprofit City (Misk City) Mobility Solutions Hackathon: An initiative by the Misk Global Forum, this global innovation challenge invites young minds to design creative mobility solutions for the cities of tomorrow, culminating in a live finale at MGF25 in Riyadh.
• Partnership with Bonjour Saudi: Together, Uber and Bonjour Saudi will collaborate to deliver cultural awareness workshops for drivers, helping them better understand and share Saudi Arabia’s rich traditions with visitors. This initiative aims to enhance the overall travel experience, connecting seamless movement with meaningful cultural exchange.

Future projects through the Rihla platform will focus on historic landmarks and mega events, exploring how transport can enhance the experience of living in and visiting the Kingdom. 

Uber was today joined on stage with the key Rihla partners to celebrate the launch.

Commenting on the announcement, Youssef Abouseif, Managing Director - Uber KSA and Bahrain, said: "Mobility is much more than getting from one place to another, it’s 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 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 initiatives that promote innovation and partnership with the private sector within the transport ecosystem. The Authority noted 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, said: “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. With each new transit initiative, we’re inspiring new ways of thinking, working, and living together.”

Mashael Al-Zoghaibi – Global Engagement Director, 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.

The Misk City Mobility Solutions Hackathon reflects this role clearly, providing young people with a space to innovate, experiment, and apply their knowledge in a practical and stimulating environment. It enhances their creativity and problem-solving skills, enabling them to design forward-thinking solutions that serve society and contribute to developing smart cities and sustainable mobility. Through such initiatives, Misk continues to turn its mission into tangible impact by creating real opportunities for Saudi youth to participate in shaping a more advanced and sustainable future.

From empowering women through programs like Wusool, to new products such as Uber Teens and Women Drivers Product, Uber continues to localize its innovations to Saudi needs - and with Rihla, aims to set the pace for the future of movement in the region.

As Saudi Arabia welcomes the world, Rihla invites everyone, including partners, travelers, and dreamers alike, to join this journey.

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About Uber 

Uber’s mission is to create opportunity through movement. We started in 2010 to solve a simple problem: how do you get access to a ride at the touch of a button? More than 64 billion trips later, we’re building products to get people closer to where they want to be. By changing how people, food, and things move through cities, Uber is a platform that opens up the world to new possibilities.