Saudi Arabia has announced a significant expansion of its labour nationalisation policy, increasing Saudisation requirements to 60 per cent across 18 marketing and sales professions, according to the Ministry of Human Resources and Social Development. The move is part of the Kingdom’s broader efforts to boost employment opportunities for Saudi nationals and reduce reliance on expatriate labour in key private-sector roles.
Under the new rule, companies operating in affected marketing and sales roles will be required to ensure that at least 60 per cent of their workforce in these positions are Saudi citizens. The policy applies across a wide range of job titles, including sales representatives, marketing specialists, customer relationship roles and supervisory positions, making it one of the more extensive Saudisation updates in recent years.
Officials said the decision aligns with Vision 2030, Saudi Arabia’s long-term economic transformation plan, which prioritises job creation for citizens and aims to increase private-sector participation among Saudi youth. Marketing and sales have been identified as strategic areas with strong growth potential, transferable skills and high demand across multiple industries.
The ministry stated that the updated requirement is designed to encourage businesses to invest in training and developing Saudi talent, while also improving job stability and career progression for nationals. Companies will be given a compliance period to adjust their workforce structures, with penalties expected for firms that fail to meet the new quotas after implementation deadlines.
For Saudi job seekers, the policy is expected to open up more opportunities in commercial roles traditionally dominated by expatriates. Authorities have emphasised that the move is not only about numbers but also about building professional capabilities through upskilling, certification programmes and on-the-job training.
For employers, the change may require operational adjustments, including revised hiring strategies, compensation structures and internal training programmes. Some businesses have expressed concern about short-term costs and talent availability, while others see the policy as a catalyst for building a more sustainable, locally rooted workforce.
The announcement reflects a broader regional trend toward workforce nationalisation, with Gulf countries increasingly prioritising citizen employment as economies diversify beyond oil. In Saudi Arabia, similar measures have already been rolled out in sectors such as retail, tourism, finance and engineering.
As enforcement approaches, businesses operating in the Kingdom are being urged to review their workforce composition and ensure compliance with the updated Saudisation framework. The ministry has indicated that further guidance and support tools will be provided to help companies transition smoothly.
For Saudi nationals, the expanded Saudisation requirement signals continued momentum toward greater participation in the private sector – particularly in customer-facing and commercially influential roles shaping the Kingdom’s evolving economy.
