Saudi Arabia took center stage at ITB Berlin 2025, leaving a lasting impression on global audiences with its diverse tourism offerings. From unique wellness experiences tailored for solo women travelers and families to thrilling events for youth and sports enthusiasts, Saudi Arabia reaffirmed its commitment to shaping the future of travel.
Saudi Arabia’s Expanding Tourism Vision
Under the leadership of Fahd Hamidaddin, CEO of the Saudi Tourism Authority (STA), the Saudi delegation engaged in impactful discussions with international travel industry leaders. These efforts align with the country’s ambitious goal of attracting 150 million visitors annually by 2030.
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During the three-day event, Saudi Land drew over 30,000 visitors—more than double last year’s attendance—facilitating over 760 business meetings and securing key agreements with major global travel and tourism stakeholders. These milestones are pivotal in enhancing global connectivity, advancing digital tourism solutions, and driving investment into Saudi’s rapidly growing tourism sector.
Strategic Partnerships and Growth
Fahd Hamidaddin emphasized the nation’s remarkable transformation, stating:
“Saudi Arabia’s evolution into a global tourism powerhouse is no longer just a vision—it’s a reality in motion. The strategic partnerships we’ve built underscore the rising demand for Saudi Arabia as a premier destination. In 2024 alone, we signed more than 200 agreements with partners from Europe and the Americas—regions that have been instrumental in our growth. The numbers speak for themselves: 4 million visitors from these regions, a 41% increase in spending, totaling an impressive $7.9 billion. As the Heart of Arabia and a global hub for sports and entertainment, we remain committed to driving growth with diverse offerings for every traveler.”
The Saudi delegation leveraged ITB Berlin as a platform to strengthen existing collaborations and forge new ones, reinforcing its role in shaping the future of global tourism.
Saudi Arabia: A Premier Sports and Entertainment Destination
A highlight of ITB Berlin 2025 was the Saudi Land Celebration, showcasing Saudi Arabia’s emergence as a global hub for sports and entertainment. The country’s expanding portfolio of international sporting events—including the Formula 1 Grand Prix, the Italian and Spanish Super Cups, the ATP Finals, LIV Golf Riyadh, UFC Fight Night, and the inaugural 2024 Esports World Cup—has firmly established its status as a prime destination for sports tourism investment. Looking ahead, Saudi Arabia will host major global tournaments such as the AFC Asian Cup 2027 and the FIFA World Cup 2034.
A Diverse and Unparalleled Travel Experience
At ITB Berlin, Saudi Arabia presented a rich array of travel experiences catering to all types of visitors:
- Riyadh: A dynamic metropolis offering world-class entertainment, including Riyadh Season, MDLBEAST Soundstorm music festival, and the historic Diriyah district.
- Jeddah: A vibrant coastal city blending modernity with history, home to the Red Sea Film Festival and the UNESCO-listed Albalad district.
- AlUla: A breathtaking desert oasis featuring Hegra, a UNESCO World Heritage Site, and immersive cultural experiences.
- The Saudi Red Sea: A luxurious destination boasting pristine beaches, exclusive resorts, and unparalleled diving experiences.
Saudi Arabia’s growing appeal as a safe and welcoming destination was further highlighted by British adventurer and podcaster Alice Morrison, who hosted her show “Alice in Wanderland” at Saudi Land. She shared her firsthand experiences walking across Saudi Arabia, showcasing its warm hospitality. Notably, 44% of visitors to Saudi Arabia in 2024 were women, with 36% of them traveling solo, underscoring the kingdom’s rising popularity among female travelers.
Key Announcements at ITB Berlin
- New Airline Route: Eurowings announced a direct Stuttgart-Jeddah route launching in November 2025, reinforcing Saudi Arabia’s connectivity with European markets.
- Strategic Partnerships: STA and Riyadh-based travel agency Bonjour Saudi revealed a new collaboration to facilitate international business operations in the kingdom. Co-founder and CEO Cécilia Pueyo’s involvement highlights the vital role women-led organizations play in Saudi Arabia’s tourism sector.
Highlights from Saudi Land at ITB Berlin
Visitors to Saudi Land engaged in immersive experiences, including:
- A Full-Scale Formula 1 Car Exhibit: Guests explored a real F1 car from the Jeddah Grand Prix and participated in a virtual racing simulation.
- Sports & Entertainment Zone: Featuring memorabilia from legendary football players and showcasing Saudi Arabia’s deep connection to global sports.
- VR Exploration: An innovative virtual reality experience transported guests to At-Turaif and Albalad’s historical sites and the stunning Saudi Red Sea.
- Saudi Café: A cultural hotspot where attendees savored premium Saudi coffee and gourmet dates, experiencing the kingdom’s renowned hospitality.
- Ramadan Market: A special area featuring traditional food, Jeddah’s vibrant street market experience, and an exclusive Iftar gathering for partners.
Saudi Arabia’s Tourism Future
Saudi Arabia concluded ITB Berlin 2025 on a high note, demonstrating its rapid tourism growth and increasing appeal as a must-visit destination. With record-breaking visitor numbers and groundbreaking initiatives, Saudi Arabia continues its journey toward its ambitious goal of welcoming 150 million visitors by 2030, solidifying its place as the Heart of Arabia.