As part of a wider drive to boost tourism and diversify its economy away from oil exports, Saudi Arabia is allowing unmarried foreign couples to rent hotel rooms together for the first time. Previously they had to prove they were married before taking a room in the Gulf state, where sex outside marriage is banned.
Under the new rules, women, including Saudis, will also be allowed to stay in hotel rooms alone.
In addition, new visa regulations state that female tourists are not required to fully cover up but are still expected to dress modestly.
Alcohol remains banned.
Under its de facto leader Crown Prince Mohammad bin Salman, the traditionally closed country is aiming for 100 million visits a year by 2030.