As Saudi Arabia accelerates its transformation into a global tourism powerhouse, Saudi Travel Market (STM) 2025 emerged as a pivotal event, setting the stage for major initiatives and critical discussions on the challenges shaping the sector.
Held in February in Riyadh, the event served as a dynamic platform for industry leaders, innovators, and stakeholders to explore the future of travel in the Kingdom and beyond.
In its second edition, STM attracted 185 exhibitors, 35 dedicated pavilions, and approximately 15,000 visitors, positioning itself as a key hub for the tourism and business-to-business (B2B) sector in the Middle East. Industry leaders, travel enthusiasts, and companies had the opportunity to explore new prospects and forge strategic partnerships.
STM was inaugurated by Ahmed Al-Sahli, Chairman of the National Committee for Exhibitions and Conferences, representing Hassan Al-Huwaizi, President of the Federation of Saudi Chambers.
In an exclusive interview with TTN, Mohammed Alharbi, CEO of Rent for Exhibitions and Conferences – the driving force behind the show – outlined the primary goals for this year’s exhibition. "The Saudi Travel Market 2025 aimed to enhance connections between travel and tourism professionals, enabling companies to expand their businesses in the Saudi and global markets," he emphasised.
This year’s event was designed as an interactive platform, allowing participants to form partnerships, share knowledge on the latest trends, and focus on innovation and sustainability. The emphasis on these themes reflects a broader shift in the tourism industry, where stakeholders increasingly recognise the importance of sustainable practices and the integration of technology.
Alharbi highlighted the significance of strategic partnerships and international participation. “We are actively working on attracting international visitors to the exhibition through strategic partnerships with relevant entities and by expanding our Hosted Buyers programme to key global markets.
“Additionally, we are committed to offering a comprehensive experience that highlights investment opportunities in the Saudi market. By strengthening the presence of international exhibitors, the exhibition creates a broader business environment, making it a key destination for travel professionals from around the world,” he explained.
SUSTAINABILITY, INNOVATION
One of the standout features of this year’s event was its strong focus on sustainability. As the travel industry grapples with the impacts of climate change and the need for responsible tourism practices, exhibitors were encouraged to present their sustainable initiatives–whether through innovative technology, responsible sourcing, or community engagement.
IMPACT ON LOCAL ECONOMY
STM is more than just an exhibition; it is a vital driver of economic activity in the travel and tourism sector. Alharbi noted: "We strive for the Saudi Travel Market to be a key driver of economic activity by bringing together leading global and local companies under one roof." This convergence facilitates business deals and agreements, supports industry growth, and fosters an environment conducive to startups and entrepreneurs.
As tourism investment continues to grow, the event helps sustain business momentum and supports service providers across various related sectors. This interconnectedness is essential for the overall development of the travel ecosystem in the region, he said.
While the outlook for the travel industry is promising, challenges remain. Alharbi pointed out that adapting to global changes is one of the biggest hurdles. "Economic shifts, technological advancements and sustainability requirements pose significant challenges," he explained. Events like STM play a crucial role in addressing these challenges by providing professionals with a platform to exchange insights and collaborate on innovative solutions.
TRENDS SHAPING THE INDUSTRY
The travel industry is undergoing transformative changes. Alharbi identified key trends, such as the increased adoption of technology, the growing demand for sustainable tourism, and the rise of experiential and cultural travel. "STM actively addresses these trends by hosting global experts and facilitating discussions on emerging opportunities," he noted.
Significant growth is expected in luxury and adventure tourism, catering to travellers who seek unique experiences and personalised services. As tourists increasingly prioritise authenticity and exclusivity, STM provides a platform for companies to showcase their offerings.
Digital transformation is another major trend reshaping the travel landscape. As technology continues to evolve, companies leveraging digital tools to enhance visitor experiences will stand out. From personalised travel itineraries to seamless booking processes, technology plays a vital role in meeting the expectations of modern travellers.
NEW FEATURES, INITIATIVES
Looking ahead, Alharbi has ambitious plans to elevate the event experience for participants next year. "We are committed to enhancing the exhibition every year. In the next edition, we will introduce several new initiatives, including dedicated areas for different travel sectors and an expansion of associated events such as forums and interactive workshops."
Next year, a major conference will be held alongside the exhibition, featuring global experts who will discuss pivotal issues and trends in the travel industry. Additionally, the Hosted Buyers programme will connect exhibitors with key decision-makers, fostering strategic partnerships that can significantly enhance business outcomes.