Saudi tourism makes strong impact at ITB Berlin

Saudi tourism made a strong impact at ITB Berlin 2025, captivating global audiences with its diverse tourism offerings, from unique wellness experiences for solo women travellers and families to exciting events for youth and sports fans, reaffirming its commitment to shaping the future of travel.

 

Led by Fahd Hamidaddin, CEO of the Saudi Tourism Authority (STA), the Saudi tourism delegation engaged in high-impact discussions with the global travel trade, further enabling its ambition to welcome 150 million visitors annually by 2030.

 

Over three days, Saudi Land welcomed more than 30,000 visitors – more than double from last year, hosted over 760 business meetings, and secured key agreements with global travel and tourism stakeholders. These developments are instrumental in strengthening global connectivity, advancing digital tourism solutions, and attracting investment into Saudi’s rapidly growing tourism sector.

 

Fahd Hamidaddin, CEO of STA, emphasised the scale of Saudi’s ambition, stating: “Saudi’s transformation into a global tourism powerhouse is not just a vision – it’s a reality in motion. The partnerships we’ve built reflect the growing demand for Saudi as a premier destination. In 2024 alone, we signed more than 200 agreements with partners from Europe and the Americas, regions that have proven invaluable to our growth. The numbers paint a clear picture: 4 million visitors from these regions, with spending soaring by 41%, reaching an impressive $7.9 billion. As the Heart of Arabia and a global sports and entertainment hub, we will continue driving this growth with unique offerings for everyone.

 

“ITB Berlin has been the perfect platform to connect with existing and potential partners who, like us, recognise the immense opportunities in Saudi’s tourism sector. The shared enthusiasm for growth and innovation reinforces our commitment to shaping the future of global tourism together. We were pleased to welcome over 30,000 visitors to Saudi Land, our stand at ITB Berlin, and we invite visitors, partners, and investors to experience a destination of unique landscapes, rich heritage, and unmatched hospitality."

 

A defining moment of ITB Berlin 2025 was the Saudi Land Celebration, which showcased the country’s emergence as a global sports and entertainment hub for major sporting events including Formula 1 Grand Prix, the Italian and Spanish Super Cups, the ATP Finals, LIV Golf Riyadh, UFC Fight Night events, and the inaugural 2024 Esports World Cup. Saudi’s growing portfolio of international sporting events—including the AFC Asian Cup 2027, and the FIFA World Cup 2034—reinforces its standing as a premier destination for sports tourism investment.

 

DIVERSE EXPERIENCES IN SAUDI CITIES

 

As one of the most captivating stands at ITB Berlin, Saudi showcased its wide array of entertainment attractions and experiences, catering to every type of traveller.

 

From family-friendly activities and entertainment during Riyadh Season, to luxury resorts in the Saudi Red Sea, to adventure in AlUla, there is something for everyone to enjoy.

 

Riyadh, the capital, boasts world-class entertainment and cultural attractions, including the Riyadh Season, MDLBEAST Soundstorm music festival, and the historic Diriyah district.

 

Jeddah, a vibrant coastal city, blends modern and historic attractions, such as the Red Sea Film Festival and the historic Albalad district.

 

AlUla, a desert oasis, invites visitors to explore ancient wonders like Hegra, a UNESCO World Heritage Site. With eight UNESCO World Heritage Sites in total, Saudi offers a journey through time and culture.

 

British adventurer and podcaster Alice Morrison hosted her podcast “Alice in Wanderland” at Saudi Land, where she shared first-hand insights of her ambitious and record-breaking journey to walk across Saudi, from North to South, offering an authentic perspective on Saudi’s warm hospitality to travellers from all walks of life. Her experiences showcased Saudi’s growing reputation as a safe and welcoming destination for women and families. In 2024, 44% of visitors to Saudi were women, and of those 36% were solo travellers—a testament to Saudi’s rising popularity among female visitors.

 

KEY ANNOUNCEMENTS

 

Eurowings announced a new airline route between Stuttgart and Jeddah starting in November 2025. Continued expansion of air connectivity in key markets contributed to a remarkable 4 million visitors from Europe and the Americas in 2024, a 24% increase from the previous year.

 

STA and Riyadh-based travel agency Bonjour Saudi announced a strategic partnership to enhance the ease of doing business for international firms in Saudi. The collaboration with Co-Founder and CEO, Cécilia Pueyo stands as a powerful testament to the vital role that women-led organisations play in the development of Saudi’s tourism sector.  

 

HIGHLIGHTS OF SAUDI LAND AT ITB BERLIN:

Saudi concluded ITB Berlin on a high note, showcasing the rapid growth of its tourism sector and the increasing demand to explore the Heart of Arabia, which continues to make impressive strides towards its ambitious goal of welcoming 150 million visitors by 2030. -TradeArabia News Service