Saudi Arabia made a powerful impact at ITB Berlin 2025 with its captivating ‘Saudi Land‘ experience, marking its third consecutive year at the event. The delegation focused on engaging with global partners, forging strategic alliances, and showcasing the Kingdom’s diverse tourism offerings, reinforcing its position as a leading global destination.
Saudi Tourism Authority
A press release highlighted that the Saudi delegation included 45 tourism partners, led by Fahd Hamidaddin, CEO of the Saudi Tourism Authority (STA). The group featured tour operators and major airlines, underlining Saudi Arabia’s growing role as a key player in the international tourism landscape.
Grand Opening, Cultural Highlights
The grand opening of ‘Saudi Land’ featured vibrant cultural performances celebrating the nation’s rich heritage. Visitors were welcomed with traditional Saudi hospitality, including dates and Saudi coffee—both recognized by UNESCO as intangible cultural heritage. The exhibition showcased inspiring travel experiences, curated tourism packages, and unique attractions that spotlighted Saudi Arabia’s cultural and natural wonders.
Immersive, Interactive Experiences
Interactive zones within ‘Saudi Land’ provided an engaging glimpse into the Kingdom’s tourism landscape. Highlights included:
- “Ramadan Markets” section inspired by Jeddah’s festive atmosphere.
- “Sports and Entertainment Zone” featuring Saudi League memorabilia and a Formula 1 simulator.
- “Heritage and Culture Section” displaying Saudi craftsmanship and UNESCO-listed heritage sites.
The exhibition also spotlighted thousands of archaeological landmarks across the Kingdom.
Saudi Expanding Role in Global Tourism
Fahd Hamidaddin emphasized the significance of Saudi Arabia’s participation, noting that the country continues to establish itself as one of the world’s fastest-growing tourism destinations. He highlighted the confidence of international partners and travelers, as well as the wealth of investment opportunities in Saudi Arabia’s tourism sector.
Since 2018, the Kingdom has hosted over 100 major international sporting events and is set to welcome even more, including:
- Formula 1 races
- The WTA Finals in 2025
- The AFC Asian Cup and Olympic Esports in 2027
- The FIFA World Cup in 2034
Hamidaddin reiterated Saudi Arabia’s commitment to delivering exceptional tourism experiences that cater to all types of travelers.
Business, Investment Opportunities
As part of its ITB Berlin presence, the Saudi Tourism Authority launched a dedicated business platform to connect global companies, entrepreneurs, and industry professionals with investment opportunities in Saudi Arabia’s thriving tourism sector.
The platform facilitated business meetings, unveiled new travel packages, and promoted immersive tourism experiences. Additionally, it showcased the rapid expansion of tourism in the Red Sea region—home to over 1,200 islands—along with key destinations such as AlUla and Diriyah.
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