Previously considered the "best-kept secret" among global travelers, Saudi Arabia has emerged as an essential travel destination for Europeans.
At the ITB Berlin 2025 event, Saudi Tourism Authority’s CEO, Fahd Hamidaddin, informed Euronews Travel that there was a significant increase of 24 percent in European visitors for 2024. He also mentioned that the nation is quickly establishing itself as an international center for sports, with a higher number of events being held compared to Las Vegas.
With major sports spectacles such as the 2034 FIFA World Cup on the horizon, alongside opulent getaways along the scenic shores of the Red Sea and adventurous desert camps beneath the glittering night sky, Saudi Arabia caters to a wide array of traveler preferences. This makes it the perfect 'best-of-both-worlds' location for visitors with vastly differing tastes.
There are more European tourists visiting Saudi Arabia than any other destination.
"Saudi Arabia remains one of the greatest and biggest mysteries hidden from globetrotters," asserts Fahd Hamidaddin, the Chief Executive Officer of the Saudi Tourism Authority.
Last year, Europe showed the most significant expansion, accounting for a 24 percent increase solely from this region, among whom 44 percent were females.
When we began in 2019, our goal was to reach 100 million visits by 2030. However, by the close of 2023, we surpassed this milestone with over 106 million visits.
“The current objective is set at 150 million, with our growth rate consistently doubling each year. Over the last four years, we have maintained our position as the quickest-expanding travel destination globally.”
From the breathtaking Red Sea shoreline to the expansive desert landscapes And with premier sporting events, Saudi Arabia provides a distinctive mix of adventurous activities, cultural experiences, and luxurious amenities.
Below are the top methods to explore the Kingdom in 2025.
From FIFA World Cup to Formula 1 Grand Prix: The globe's top sports mecca
Saudi Arabia has rapidly emerged as a major force in international sports tourism.
Elite sports figures like Cristiano Ronaldo, Tyson Fury, and Max Verstappen have all participated in events on Saudi soil, along with significant sporting events attract people from all over the world.
In 2034, millions of people will descend upon Saudi Arabia for the FIFA World Cup, and 2025 is set to be brimming with various sports competitions.
This April, the AFC Asian U17 Cup will highlight some of Asia's most promising young football talents, whereas motorsport enthusiasts can watch Lewis Hamilton dressed in Ferrari red as he competes at the Jeddah Corniche Circuit during the Saudi Arabian Formula One Grand Prix.
During August, basketball enthusiasts have the opportunity to see top-tier national teams from across the continent compete for glory at the FIBA Asia Cup. In contrast, tennis aficionados will be treated to matches featuring the globe’s elite eight players when they gather for the WTA Tour Finals in November.
“As each major sports event unfolds, whether it’s a Formula One race or the World Cup, a range of cultural activities accompanies them,” explains Hamidaddin.
Saudi has been hosting more weekly events than Las Vegas typically did, ranging from Formula races, to boxing matches, to the FIFA World Cup, to tennis tournaments, and even the Dakar Rally — an extreme off-road competition.
Sun, sand, and tranquility: Indulge in ultimate luxury at The Red Sea
Boasting unspoiled shorelines, exceptional sea creatures, and an array of luxurious five-star resorts, the Red Sea covers a vast area of 28,000 square kilometers along Saudi Arabia’s west coast, making it a true haven.
So far, two upscale developments have debuted along its coastline, featuring the Six Senses Southern Dunes and the St. Regis Red Sea Resort, which boasts overwater bungalows extending out into the clear blue waters.
The Saudi Red Sea is the biggest vertical Riviera globally," says Hamidaddin. "It’s an extraordinary location extending from the northernmost point of Neom and Sindalah Island all the way down to the southern part of the Saudi coastline.
By the close of 2025, this location will feature 16 resorts, with an ambitious plan for a total of 50 by 2030, alongside luxury marinas , golf venues, and housing developments.
Red Sea Global, the developer of the destination, emphasizes that sustainable development lies at the core of their initiative. They plan for 75 percent of the site’s islands to remain undisturbed, with the remaining portion set to function using eco-friendly practices. renewable energy .
Pitching tents beneath the celestial sky in Saudi Arabia’s vast desert
Approximately 30 percent of Saudi Arabia’s land area is blanketed by desert , And the kingdom is renowned for its majestic dunes, ranging from the crimson shades of the Ad Dahna Desert to the vastness of Rub'Al Khali (TheEmptyQuarter), which is the planet’s most extensive uninterrupted sandy terrain.
The vast Arabian sand dunes present a globally significant attraction in the winter season, possibly rivaling major attractions around the world. safari in Africa and skiing in the Alps ,” says Hamidaddin.
"Whether it’s sand therapy, sand sports, extreme adventures, or stargazing, there’s an abundance of activities to enjoy, such as bearing witness to rewilding initiatives Through which we've introduced 21 species to establish a new animal kingdom."
In the historic city of AlUla, you have the opportunity to go on camel rides, camp out in the desert, and gaze at the stars spread across the expansive night sky.
For more adventure, hike through the Red Sands near Riyadh Or venture into the historical Najd region, where off-road adventures stand unmatched.
For one of the Kingdom’s most high-octane desert attractions, head to the Edge of the World, a 1,131-metre cliff within the Tuwaik mountain range, also near Riyadh. Here, you can climb to eye-watering heights for some of the most spectacular views in the country.
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