DUBAI: Kingdom of Saudi Arabia, for the first time, is looking to encourage non-Muslim tourists, touting a unique experience and even nightlife.

Talking to reporters in Dubai at the opening of a tourism promotion expo, head of the kingdom's Supreme Commission for Tourism Prince Sultan bin Salman said: "We promise you an experience that will hit your soul, mind and spirit ... (with) lots of nightlife."

"We have nothing to hide, we will open up so the world can see," he said.

And another twist that is also likely to keep Saudi Arabia from becoming the next hot destination, is the fact tourists will only be allowed to come in via licensed tour operators.

Prince Sultan promised visas in 24 hours and even upon arrival for some nationals, which would be a far cry from the current cumbersome process that takes weeks if not months in some cases.