Saudi Arabia will reportedly lift its ban on alcohol at 600 sites next year as the country aims to win over tourists ahead of the FIFA World Cup 2034. In a shock U-turn, the ultra-conservative nation will allow the sale of wine, beer and cider at licensed venues including luxury hotels, five-star resorts and tourist developments. But booze will remain banned in public, homes, shops, and fan zones, with spirits off the menu altogether under the Kingdom's strict rules.

Officials hope controlled alcohol sales in glamorous areas like NEOM, Sindalah Island and the Red Sea Project will help the country compete with Gulf rivals such as the UAE and Bahrain where boozing is already legal in tourist zones.

The goal, authorities said, 'is to welcome the world without losing cultural identity - positioning Saudi Arabia as a progressive, yet respectful player on the global tourism map.' 

Several global hotel chains are already tweaking their blueprints to accommodate booze zones, with tourism bosses eyeing a flood of new jobs and international investment. 

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