Saudi Arabia: The Rising Star of Global Tourism

Saudi Arabia, once a hidden gem for global travelers, has emerged as a must-visit destination, particularly for Europeans. The Kingdom is rapidly becoming a hotspot for adventure, culture, and luxury, offering something for every kind of traveler. Speaking at ITB Berlin 2025, Fahd Hamidaddin, CEO of the Saudi Tourism Authority, revealed that European visits to the country surged by 24% in 2024. This growth underscores Saudi Arabia’s transformation into a global tourism powerhouse, with ambitions to welcome 150 million visitors by 2030. From the stunning Red Sea coastline to the vast deserts and world-class sporting events, Saudi Arabia is a destination that seamlessly blends tradition with modernity.

A New Era of Sports Tourism: Saudi Arabia on the Global Stage

Saudi Arabia has quickly become a key player in global sports tourism, hosting some of the world’s most prestigious events. The Kingdom has welcomed top athletes like Cristiano Ronaldo, Tyson Fury, and Max Verstappen, and its calendar is packed with thrilling competitions. In 2025, the Jeddah Corniche Circuit will host the Saudi Arabian Formula One Grand Prix, featuring Lewis Hamilton, while basketball fans can enjoy the FIBA Asia Cup in August. The year will also see the AFC Asian U17 Cup and the WTA Tour Finals, showcasing the best of tennis talent. The highlight, however, will be the FIFA World Cup in 2034, which is expected to draw millions of visitors.

“Saudi Arabia is hosting more events per week than Las Vegas,” says Hamidaddin, emphasizing the Kingdom’s growing reputation as a global sports hub. These events are not just about sports; they are accompanied by cultural festivals and activities, offering visitors a deeper connection to Saudi Arabia’s vibrant culture. Whether it’s Formula One, boxing, or the Dakar Rally, the Kingdom is proving that it can host world-class events with unparalleled style and hospitality.

The Red Sea: A Luxury Paradise Waiting to Be Explored

The Red Sea coastline, stretching over 28,000 square kilometers, is one of Saudi Arabia’s crown jewels. This pristine destination boasts crystal-clear waters, vibrant marine life, and luxurious resorts that redefine opulence. Two iconic properties, the Six Senses Southern Dunes and the St. Regis Red Sea Resort, have already opened their doors, offering unforgettable experiences. By the end of 2025, the area will feature 16 resorts, with plans for 50 by 2030. These developments include luxury marinas, golf courses, and residential properties, all designed with sustainability in mind.

Red Sea Global, the mastermind behind this project, has pledged to leave 75% of the destination’s islands untouched, ensuring that nature remains at the heart of this luxury paradise. Visitors can stay in overwater villas, dive into the Red Sea’s coral reefs, or simply unwind in a setting that combines natural beauty with world-class amenities. The Red Sea is not just a vacation spot; it’s a testament to Saudi Arabia’s commitment to blending luxury with environmental responsibility.

Desert Adventures: Under the Stars and Across the Dunes

For those seeking adventure, Saudi Arabia’s vast deserts offer an unforgettable experience. Approximately 30% of the Kingdom’s land is covered by desert, including the iconic Ad Dahna Desert and Rub’Al Khali, the largest continuous sand desert in the world. The deserts are a winter wonderland, comparable to Africa’s safaris or the Alps’ ski slopes, offering activities like sand healing, extreme sports, and stargazing.

In AlUla, visitors can camp under the stars, trek across dunes on camelback, or explore ancient landscapes. For the more adventurous, the Edge of the World, a 1,131-meter cliff near Riyadh, offers breathtaking views and heart-pounding climbs. The desert is also home to rewilding initiatives, where 21 species have been reintroduced to create a thriving animal kingdom. Whether you’re seeking serenity or adrenaline, Saudi Arabia’s deserts promise an experience that will leave you in awe.

Cultural Heritage and Future Ambitions: Saudi Arabia’s Vision for Tourism

Beyond its natural beauty and sporting events, Saudi Arabia is rich in history and culture. The ancient city of AlUla, with its 10,000 years of history, is a must-visit for anyone interested in archaeology and heritage. Meanwhile, the Najd region offers a glimpse into Saudi Arabia’s past, with its historic sites and traditional hospitality.

Looking ahead, the Saudi Tourism Authority is committed to sustainable growth, aiming to welcome 150 million visitors by 2030. With its double-digit annual growth, Saudi Arabia is not just a destination for today but a vision for the future of global tourism. By combining luxury, adventure, and culture, the Kingdom is setting a new standard for travelers worldwide.

In 2025, Saudi Arabia is poised to become the ultimate destination for Europeans and global travelers alike. Whether you’re drawn by its world-class sports events, luxurious Red Sea resorts, or the timeless beauty of its deserts, the Kingdom has something to offer every kind of traveler. Saudi Arabia is no longer a secret; it’s a destination that’s ready to welcome the world.