Saudi Arabia has rapidly become a top tourism destination for Europeans, blending adventure, luxury, and sports, with visits surging 24% in 2024. Fahd Hamidaddin, CEO of the Saudi Tourism Authority, announced this milestone at ITB Berlin 2025, crediting diverse offerings from mega-sporting events to luxury coastal escapes.
“Europe delivered our highest growth last year, with 44% of travelers being women,” Hamidaddin said. “We’ve smashed our 2030 target early, hitting 106 million visits by 2023.” The Kingdom now eyes 150 million annual visitors, fueled by double-digit growth since 2019.
Saudi Arabia Emerges as Global Sports Hub
Saudi Arabia now hosts more weekly events than Las Vegas, drawing icons like Ronaldo, Tyson Fury, and Max Verstappen. The 2034 FIFA World Cup will crown its rise, but 2025 already packs star-powered lineups.
April brings the AFC Asian U17 Cup, while Formula One roars into Jeddah with Lewis Hamilton’s Ferrari debut. Basketball’s FIBA Asia Cup follows in August, and November closes with the WTA Tour Finals. “Every major event pairs with cultural festivals,” Hamidaddin added, citing boxing, Dakar Rally, and tennis spectacles.
Stretching 28,000 square kilometers, Saudi’s Red Sea coast merges five-star opulence with eco-conscious development. Six Senses Southern Dunes and St. Regis Red Sea Resort now welcome guests to overwater villas and coral-rich waters.
By 2025, 16 resorts will dot the shoreline, part of a 50-resort masterplan for 2030. Red Sea Global pledges 75% of islands remain untouched, while resorts run entirely on renewables. “This vertical Riviera rivals global beach destinations,” said Hamidaddin, highlighting Neom’s Sindalah Island and luxury marinas.
Desert Dreams: Stargazing, Adventure & Rewilding in the Kingdom’s Dunes
Nearly a third of Saudi Arabia’s terrain features iconic deserts like the Rub’Al Khali, the planet’s largest sand sea. Winter transforms these dunes into hubs for sand healing, stargazing, and extreme sports.
AlUla offers camel treks and Bedouin-style camping, while Riyadh’s Red Sands and Edge of the World cliffs challenge thrill-seekers. “Our rewilding initiatives reintroduced 21 species,” Hamidaddin noted, comparing desert tourism to African safaris or Alpine skiing.
Whether chasing Grand Prix adrenaline, Red Sea serenity, or desert adventures, Saudi Arabia caters to all tastes. With visa reforms and year-round events, the Kingdom cements its status as the world’s fastest-growing destination—no longer a “best-kept secret,” but a must-visit marvel.
