Saudi Arabia takes centre stage at WTM
Saudi tourism presents an incredible calendar of events and entertainment on a global scale and highlights its iconic destinations, from the pristine Saudi Red Sea and the ancient wonders of AlUla to the vibrant cities of Riyadh and Jeddah.
Capitalising on growth of 116 million visitors in 2024 and 60.9 million in the first half of 2025, Saudi Arabia invites trade and business partners to take advantage of the prosperous opportunities offered by the world's fastest-growing tourist destination.
Saudi Arabia's strong presence at WTM
In line with this, Saudi Arabia made a big impression at the World Travel Market (WTM) 2025 event, when the Saudi Tourism Authority (STA) and its 71 partners presented the spectacular ‘Saudi Land’ pavilion, showcasing the scale and ambition of its tourism sector. After a record year in which it welcomed nearly 116 million visitors and generated 75 billion dollars in tourism spending, the STA came to the WTM ready to deepen global partnerships and open up new opportunities for collaboration and growth.
At ‘Saudi Land’, visitors were able to enjoy Saudi Arabia's Unreal Calendar, an annual programme of world-class events including Formula 1, MDLBEAST Soundstorm, the Italian and Spanish Super Cups and the WWE Royal Rumble, which was brought to life through an immersive campaign starring Cristiano Ronaldo. The pavilion also highlighted Saudi Arabia's iconic destinations, from the ancient majesty of AlUla and the pristine Saudi Red Sea to the cultural vibrancy of Jeddah and the modern energy of Riyadh, along with new experiences such as the luxury openings on Shura Island and the launch of Six Flags Qiddiya City, underscoring Saudi Arabia's commitment to innovation and world-class hospitality.
With partners across the tourism ecosystem, Saudi Arabia is creating new opportunities for trade and investment, reinforcing its position as a destination of choice for the global tourism industry.
Abdullah Alhagbani, Director of Partnerships and Regulatory Affairs at the STA, said: 'We are delighted to welcome our valued partners and guests from around the world to experience 'Saudi Land' as we continue our extraordinary journey of growth. At this year's WTM, we are joined by 71 partners and have scheduled nearly 500 meetings with industry leaders to deepen collaboration, open up new partnership opportunities and drive the next phase of tourism success together.'
’Last year, our events calendar featured more than 1,000 appointments, and this year we will build on that momentum with our Unreal Calendar. Our iconic destinations, from Riyadh and Jeddah to AlUla and the Red Sea, offer unique opportunities for partnership, innovation and shared growth. With bold investment in infrastructure and increased air connectivity, Saudi Arabia is creating a truly attractive year-round destination for both visitors and partners. For partners seeking exceptional returns, Saudi Arabia stands out as one of the world's fastest-growing destinations. We invite the global tourism industry to take advantage of the unparalleled opportunities Saudi Arabia has to offer," he explained.
WTM 2025 provided a vital stage for Saudi Arabia and its tourism partners to forge new relationships, advance strategic collaborations and highlight the exceptional opportunities available in the country's changing tourism landscape, reinforcing its position as a destination of choice for travellers, investors and industry partners from around the world.