Who needs booze when you tour?

The chief of a luxury developer at the heart of Saudi Arabia's plan to diversify its oil-reliant economy insisted the once ultraconservative kingdom's alcohol ban would not stand in the way of tourism.

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"Alcohol is not permitted in the kingdom. It's as simple as that," John Pagano said during an interview on the sidelines of the Future Investment Initiative - a major Riyadh conference aimed at drawing foreign cash to the kingdom.

"People want to be healthier. They come for the experiences. Alcohol would be nice to have, but it's not essential for the destination to succeed," Pagano said.

The birthplace of Islam and home to two of its holiest cities, Saudi Arabia had long been solely a religious destination, only issuing tourist visas starting in 2019.