How Germany's Blacklane is Redefining Mobility Tech in Saudi Arabia

Blacklane is fast expanding in Saudi Arabia, tapping tourism growth and EV mobility to scale premium chauffeur services.

Domestic tourism spending in Saudi reached SR105 billion ($28 billion) by the end of the third quarter of 2025, contributing to total spending in the sector reaching SR275 billion in the same year. Market projections suggest Saudi Arabia's tourism industry could exceed $100 billion by 2030 and 150 million tourists annually.

Domestic and international travel is surging rapidly in Saudi Arabia, creating unprecedented opportunities for global mobility providers such as Blacklane, the Germany-born chauffeur service and mobility tech company that offers a comprehensive range of services tailored to both business and leisure travelers.

Its expansion move, backed by TASARU Mobility Investments, builds on a substantial presence in the GCC region, which has emerged as one of its fastest-growing markets globally. Blacklane's entry into Saudi Arabia was aided by AstroLabs, the Gulf's leading business expansion platform.

MICE Industry Growth Drives Premium Transport Demand

Saudi Arabia's tourism boom creates an ideal environment for Blacklane to establish and scale its business. In fact, the growth of the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector presents particularly significant opportunities for premium transport and luxury travel providers.

Latest market statistics indicate that Saudi Arabia is among the top three MICE markets regionally, where the MICE sector is expected to reach $100 billion by 2035.

This accelerated growth is tied to the Kingdom's position as a premier global destination for major events across various sectors. In 2023 alone, Saudi hosted approximately 17,000 events, attracting over 20 million visitors, representing a 15% increase from the previous year.

As international visitors, investors, and executives increasingly flock to Saudi Arabia, the demand for trusted, high-end, and guest-centric chauffeur services continues to grow. Blacklane's expansion addresses this need through a seamless blend of personalization, technology, and luxury.

The company's services have become particularly popular among international visitors attending major events such as Riyadh Season, which attracted a record-breaking 20 million visitors in its 2025 edition, and Formula E in Diriyah.

Blacklane's growth plans in the Saudi market reflect the Kingdom's distinctive position as a premier innovation hub. "The Kingdom is outpacing the world when it comes to technology, ambition, and entrepreneurship," Adib Samara, General Manager for Blacklane in Saudi Arabia, emphasized.

The government's focus on promoting entrepreneurship and localizing technological advancements makes Saudi Arabia an ideal destination for companies looking to innovate technologies at a global scale.

Technology and Sustainability Drive Expansion Strategy

Blacklane is actively strengthening its market position by adopting Electric Vehicles (EVs) and prioritizing sustainable transportation, aligning with Vision 2030's goals for eco-friendly mobility. This focus comes at a time when Saudi Arabia is already intensifying its EV push, with plans targeting 30% EV adoption in Riyadh by 2030.

Blacklane's partnership with Lucid Group exemplifies its commitment to sustainable mobility. This collaboration aims to integrate Lucid's advanced EVs into Blacklane's Saudi chauffeur fleet, supporting the expansion of EV adoption and charging infrastructure to deliver sustainable, premium transportation solutions. The company is also working with EVIQ Power to accelerate the establishment of EV charging networks across the Kingdom.

Strategic partnerships play a central role in Blacklane's expansion strategy. Samara highlighted the company's collaboration with AstroLabs as instrumental in achieving a successful business setup in Saudi Arabia.

"I am thrilled to be shaping our future across the Kingdom through our partnerships with globally recognized brands and world-leading businesses that are calling Saudi home and reinventing their respective sectors," said Samara. "It's a privilege to be part of this dynamic ecosystem. I also want to thank AstroLabs for their role in our story and growth journey."

These strategic alliances demonstrate that international companies that localize their partnerships and build robust in-country capabilities are best positioned to secure a strong foothold in Saudi Arabia's dynamic market.

A cornerstone of Blacklane's Saudi strategy involves establishing a Chauffeur Academy designed to equip local talent with essential skills. The program focuses on customer care excellence, technology utilization, route optimization, and premium service etiquette, preparing chauffeurs to serve the growing number of business and leisure travelers visiting the Kingdom.

By strengthening its on-ground presence and investing in local talent development, Blacklane is well-positioned to capitalize on the business travel resurgence while contributing to Saudi Arabia's continued rise as a global tourism hub.

The company's expansion exemplifies how international businesses can successfully enter and scale in the Saudi market through strategic partnerships and a genuine commitment to local capability building.