Saudi winter: leisure and desert with a different flavor
In December 2024, I accompanied five Spanish friends on a trip that took us from Riyadh to Ha'il, then to AlUla and finally to Unaizah, before returning to the capital. The distances—up to ten hours by road between Riyadh and AlUla—revealed to them a surprising diversity of landscapes, cultures, and climates, something unusual in a single country. They saw a Saudi Arabia different from what they had imagined: a mosaic combining desert, mountains, and oases, deep hospitality and modern tourism projects, Bedouin tranquility and a vibrant leisure scene.
This impression was not the result of chance, but rather a reflection of the rapid transformation of the country's tourism and entertainment sectors. In less than a decade, Saudi Arabia has gone from being a limited destination for international tourism to receiving more than 116 million visitors in 2024, including 30 million foreign tourists, with spending of around $75.7 billion. This is the numerical expression of Vision 2030, the ambitious project that seeks to diversify the economy and position the Kingdom as a global benchmark in culture, leisure, and sustainable tourism.
In Riyadh, the most visible evidence of this metamorphosis is its winter season. From October to March, the capital becomes a huge urban stage: temporary theme parks, international concerts, large-scale sporting events, and immersive areas such as Boulevard City and Boulevard World.
This offering, backed by solid infrastructure, high safety standards, and a cuisine that blends local flavors with global influences, naturally connects with the European taste for urban leisure in winter.
Across the country, megaprojects such as Red Sea Global, NEOM, and Diriyah are redefining the region's tourism map. They go beyond the traditional resort concept, focusing on sustainable destinations, walkable cities, and innovative models that promise to expand job opportunities and raise the quality of life.
But the Saudi winter offers something even more unique: the desert. For Europeans accustomed to forests and snow, the Saudi winter experience is a revelation. Clear skies, mild weather, evenings around the fire, camel rides, and a silence that contrasts with the fast pace of modern life.
In AlUla, this encounter reaches its peak. Among rock formations and the Nabataean site of Hegra—a UNESCO World Heritage Site—nature coexists with art, light, and music, forming an “open-air museum” marked by strict conservation policies and capacity limits, much appreciated by European travelers committed to sustainability.
The experience would not be complete without getting to know the Saudis. Hospitality here is not an occasional gesture, but a daily practice: spontaneous smiles, Arabic coffee, open doors, and a warmth that accompanies visitors throughout their journey. This human component makes tourism as much a cultural learning experience as it is a recreational enjoyment.
The safety factor remains decisive for European tourists, and Saudi Arabia is now among the safest countries in the world. This feeling extends beyond the big cities to villages, roads, and desert areas, increasing the appeal of winter routes and outdoor experiences. With major events and expansion projects on offer, safety has become a key part of the Kingdom's new tourism identity.
Ultimately, Saudi Arabia's appeal to Europeans lies in this rare balance: a young society that embraces global culture without renouncing its ancient heritage; captivating deserts that coexist with modern entertainment; and a naturally welcoming people. With simplified visas, improved air connectivity, and high safety standards, Saudi Arabia has become an increasingly popular destination on the European travel map.
Welcome to Saudi Arabia: a country that opens its heart before its doors and offers visitors an experience that ranges from the silence of the desert to the glitz of its major festivals.
Dr. Hasan Alnajrani. Saudi journalist and academic