Saudi Tourism Authority (STA)

About us

STA was established to support the growth of the travel and tourism sector by serving the needs of tourism companies and other commercial partners. To promote Saudi Arabia, we: Manage the Saudi tourism brand. Drive and coordinate marketing and communication efforts. Develop destination concepts and value propositions. Identify priority source markets and target visitor segments. To develop the tourism sector, we: Set up partnerships with all relevant stakeholders to promote Saudi destinations. Support international destination management companies....Read more

Company Name : Saudi Tourism Authority

Company Website

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News & announcements

20 Nov 25
Partner News
Saudi Greens: Guide to Golf
Golf in Saudi has swiftly evolved from a niche pursuit into one of the ...Read more
Saudi Greens: Guide to Golf - News & announcements

Golf in Saudi has swiftly evolved from a niche pursuit into one of the country’s fastest-growing sports, powered by world-class facilities, a growing tournament calendar, and global recognition. With cutting-edge courses set against diverse landscapes, Saudi is emerging as a destination where the game meets excellence. Driven by significant investment and international attention, the sport is attracting elite players and fans from around the world. Hosting major tournaments such as the Saudi International and LIV Golf, Saudi has solidified its place on the global golf map - with renowned names like Ian Poulter, Brooks Koepka, Bryson DeChambeau, and Dustin Johnson among the regulars on its courses. While the country’s golf journey is still unfolding, it is already making its mark on the global stage, drawing top competition, inspiring a new generation of local talent, and setting new standards for golf in the region. 5 Major Courses for Tee-Time

Royal Greens Golf & Country Club (King Abdullah Economic City): An 18-hole, par‑72 championship course north of Jeddah, this GEO-certified course is known for its challenging layouts, and wind exposure.  Signature holes include the 15^thand 16^th, with stunning views of the water.

Major events held here are the Saudi International, Aramco Team Series, Ladies European Tour events, and LIV Golf Jeddah.

Riyadh Golf Club (Riyadh): Located near the center of the city, this 18-hole, par-72 course is GEO certified. Undulating terrain, manicured greens and man-made waterways lend the course aesthetic beauty and strategic challenge. Its 18 holes are fully lit, allowing golfers to tee off after dark.  The course has regularly been awarded “Saudi Arabia’s Best Golf Course” at the World Golf Awards in 2022, 2024, and 2025.

This is the flagship venue for major tournaments such as: the LIV Golf League opener, PIF Saudi Ladies International, Saudi International (Men’s) and Saudi Open (Asian Tour).

Nofa Golf Resort (Riyadh Province): This striking 18-hole course is located southwest of Riyadh. The course is integrated with a mini safari park between holes 8 and 9, with ostriches, Arabian oryx, gazelles and antelopes allowing for a very unique golfing experience. Nofa Resorts was nominated for “Saudi Arabia’s Best Golf Course” at the World Golf Awards in 2024.

Host of the Annual Nofa Golf Tournament, a high-profile amateur event

Dirab Golf & Country Club (near Riyadh): Located in the scenic Dirab Valley, not far from the bustling capital of Riyadh, this is one Saudi’s earliest golf experiences.  This GEO-certified course is noted for its environmental sustainability.

Shura Links (Shura Island, Saudi Red Sea): Expected to open in late 2025, this luxury island course will feature dramatic coastal holes. Designed by Brian Curley, sustainability and regeneration lie at the heart of this design.

Additional courses include Rolling Hills, Ain Nakhl, and Safaa Golf Club (KAUST) and contribute to Saudi’s growing golf footprint. Major Tournaments Saudi is now a key stop on both men's and women's global tours, including:

LIV Golf Riyadh (Feb 5–7 2026): Season opener for the LIV Golf League at Riyadh Golf Club, played under floodlights with stars like Brooks Koepka, Dustin Johnson, and Bryson DeChambeau.

PIF Saudi Ladies International (2026 dates TBC): Part of the Ladies European Tour, the finale will be held in Riyadh, with a record $5 million prize fund – the highest in series history, and marking Riyadh as a premier destination for women’s golf.

PIF Saudi International (Nov 19-22 2025): Held at Riyadh Golf Club and backed by the Asian and European Tours, the event attracts top international talent such as Joaquín Niemann.

Sustainability is at the core of Saudi’s burgeoning golf offering, with initiatives like GEO certifications and grassroots campaigns such as GoGolf - which offers free training to new players - helping broaden access and participation. Looking for a place that blends sports, entertainment, and heritage? In the heart of Arabia, golf comes with a view, surrounded by cities and sites that capture Saudi’s unique blend of past, present, and future.
12 Nov 25
Partner News
Alternative Riyadh: Under-the-Radar Activities and Eats to Enjoy this Riyadh Season
Last month marked the return of Riyadh Season, one of the world’s largest entertainment and ...Read more

Alternative Riyadh: Under-the-Radar Activities and Eats to Enjoy this Riyadh Season - News & announcements

Last month marked the return of Riyadh Season, one of the world’s largest entertainment and events festivals - transforming the Saudi capital with dedicated pop-up zones, like Boulevard City, and a packed calendar of world-class events, ranging from WWE’s Royal Rumble to MDL Beast Soundstorm. But beyond its headline shows and mega zones lie another side to the city: rooftop cafés, desert adventures and creative spaces that reveal Riyadh’s cool, contemporary spirit. As the 2025–26 Riyadh Season unfolds, visitors can delight in marquee events and the city’s evergreen entertainment offerings alongside an alternative side to the capital - one that blends heritage with innovation, and tradition with creativity in a way that is unmistakably Saudi. Art and Design Riyadh is where futuristic architecture and natural beauty meet, and there is no better place to see the city’s futuristic skyscrapers blend into desert sands than at the Kingdom Centre Sky Bridge. Not one for the faint-hearted, this property is suspended nearly 300 metres above the city, and at just 25SAR (approximately £5), a steal. For those feeling architecturally enthused, explore other design highlights of the of the King Abdullah Financial District (KAFD) including the Zaha Hadid–designed KAFD metro station, and the KAFD Grand Mosque. This ornate building is designed to resemble a desert rose and blends practicality, such as petals which act as shades, with purpose: at ground level, small windows are designed with multiple layers of Arabic calligraphy of verses from the Quran. Archinations offer specialist architectural tours throughout Saudi, including the KAFD as well as other areas of Riyadh. Creative Riyadh also thrives in JAX District, a collection of warehouses turned into artist studios and design showrooms, alongside galleries like Lakum Artspace and Naila Gallery. Here you will find Riyadh’s cool, creative scene – hanging out at gallery openings, fashion pop-ups and movie screenings in a chic industrial setting. Retail Therapy Wander shimmering alleys at Souq Al Zal where you will find all sorts of Saudi antiquities, from antique carpets to funky 70’s gold and silver jewelry. Bargaining is part of the experience and a glimpse into the city’s trading traditions. Or take a riffle through the stalls at New Haraj Market- known as the heart of Riyadh’s thrifting scene, this is where you can source eclectic, vintage treasures to take home. Or for a more curated experience, hit Urbn Lot. A newer spot in Riyadh, this has become a go-to destination for sourcing high-end and designer vintage pieces. Not into vintage or thrifting? Fear not, Riyadh has many of cool concept stores kitted out with local brands to explore - Savage blends modern streetwear with traditional sedu embroidery and hand-woven designs, while SK Concept Store sells local fashion designers, such as House of Cenmar and BO Factor. A Breath of Fresh Air Escape the city for a day to marvel at the surrounding landscapes. For breathtaking beauty, vertiginous drops and a truly unique spot for envy-inducing holiday snaps, take a daytrip from the city to hike to the Tuwaiq escarpment. A famous route for ridge walking, the cliff peak at the end of the Tuwaiq Mountains will reward brave hikers with magnificent views across the mountains and rolling desert dunes below. Best enjoyed as the desert sun and temperatures dip, spend golden hour cycling on one of many Riyadh’s many dedicated cycling, such as urban oasis The Promenade, or along waterways in lush, tree-lined Wadi Hanifah, which both form parts of Sports Boulevard, set to become the world’s longest continuous bike path. Drink, Dine and Dance For a taste of authentic Saudi hospitality, don’t miss Al Najd Village. Classic dishes like jareesh (a cracked wheat porridge slow-cooked with meat and spices) and margoog (a hearty stew of vegetables and thin flatbread pieces simmered together) are served in a warm and friendly setting, designed to feel like a traditional Saudi home. For a more contemporary take on local favourites try Meez, a modern Saudi restaurant that elevates traditional dishes with creative twists. For something a bit more unusual, try exclusive Attaché in the diplomatic quarter, from the team behind music festival MDL BEAST. Tucked behind the embassies and set in former stables, this spot boasts retro interiors, sprawling grounds and a menu which fuses international flavours and farm-to-table flair. After dinner, head to sister venue, Unstable, where you can dance into the early hours. As with all diplomatic dealings, just ensure you don’t forget to apply for your Unstable VISA, for effortless entry. Those who like their meals with a side of history, Saudi sisters and food bloggers Sarah and Aljohara (Two Boots and a Farwa) run food tours around Riyadh old town, where you can try local delicacies in situ for an authentic taste of local culture.
08 Nov 25
Partner News
Saudi Tourism Captivates Audiences And Strengthens Global Partnerships At WTM 2025
Saudi Tourism Authority signed nine MoUs/agreements, facilitated twenty-seven MoUs/agreements between Saudi partners and the ...Read more
Saudi Tourism Captivates Audiences And Strengthens Global Partnerships At WTM 2025 - News & announcements

Saudi Tourism Authority signed nine MoUs/agreements, facilitated twenty-seven MoUs/agreements between Saudi partners and the global tourism sector, and held more than 500 strategic meetings with the travel and tourism trade at WTM 2025.

Building on the achievement of welcoming almost 116 million visitors in 2024 and up to 60 million in the first half of 2025, Saudi showcased its Unreal Calendar of events and entertainment, and iconic destinations, reinforcing its position as the world’s fastest-growing tourism destination.

The immersive "Saudi Land" pavilion captured global attention, highlighting major new partnerships, cultural experiences, and world-class events, including Formula 1, MDLBEAST Soundstorm, the Italian and Spanish Super Cups, and WWE Royal Rumble.

The Saudi Tourism Authority (STA) and its partners concluded a high-impact showcase at World Travel Market (WTM) 2025, captivating the global travel trade with Saudi’s Unreal Calendar of world-class events and entertainment and its iconic destinations – from the ancient wonders of AlUla and the pristine Saudi Red Sea, to the cultural energy of Jeddah and the dynamic spirit of Riyadh. Saudi’s presence at WTM demonstrated its commitment to building meaningful global partnerships, unlocking new investment opportunities, and delivering world-class tourism experiences, driving the next chapter of tourism growth. Over three days, 71 Saudi partners connected with the international travel and tourism trade at the immersive "Saudi Land" pavilion, presenting a broad selection of bookable products, new travel packages, and flagship experiences such as luxury openings at Shura Island and the launch of Six Flags Qiddiya City. A highlight of WTM 2025 was the inaugural DMO Awards at Saudi Land, designed to honor destination management organizations for their excellence and authenticity demonstrated during the event. Diriyah received the ‘Best Authenticity’ Award for its outstanding incorporation of authentic Saudi elements. Qiddiya was honored with the ‘Best Operational Excellence’ Award in recognition of its exceptional service delivery, strong product knowledge, and effective use of digital tools. Finally, Al Madinah earned the ‘Best of Show’ Award for delivering the most exceptional overall performance, combining authenticity, operational excellence, and measurable commercial impact. Abdullah Alhagbani, Chief Partnerships and Regulatory Affairs Officer at STA, said: “We came to WTM 2025 building on the momentum of welcoming almost 116 million visitors last year and up to 60 million in the first half of this year, reinforcing Saudi’s standing as the world’s fastest-growing tourism destination. The achievements we celebrate here belong to our partners and the wider trade, who are at the heart of Saudi’s success. “The energy at Saudi Land with our 71 partners has been remarkable. Securing nine new agreements is a testament to the scale of opportunity and collaboration on offer. With our Unreal Calendar, iconic destinations, and bold investment in tourism, we are opening new opportunities for partners and delivering exceptional experiences for travelers. The DMO Awards truly showcased the outstanding talent and innovation driving Saudi tourism forward. By recognizing exceptional achievements and pioneering approaches across the ecosystem, the awards celebrated those who are shaping the future of tourism in Saudi. “Following the success of WTM, we look forward to welcoming the global tourism sector to TOURISE, a new global platform, taking place in Riyadh next week. It aims to tackle key challenges, unlock investment, and shape a sustainable, inclusive roadmap for the future of tourism. As we look ahead, we invite the global travel trade to join us on this journey and realize the immense opportunities that Saudi has to offer.” STA signed nine MoUs/agreements STA harnessed rising interest from the global travel trade, signing nine new MoUs and strategic agreements with industry leaders and global brands, and held more than 500 meetings with key industry players. In addition, twenty-seven MoUs and agreements were facilitated between Saudi partners and international organizations to accelerate growth, boost global awareness, and enhance international connectivity. Saudi Land welcomed over 14,700 visitors Visitors experienced Saudi’s diverse, year-round appeal, with a special focus on its Unreal Calendar of world-class global events and entertainment including, Formula 1, MDLBEAST Soundstorm, the Italian and Spanish Super Cups, and WWE Royal Rumble. At Saudi Land, visitors enjoyed immersive displays that offered detailed previews of Saudi’s bespoke travel packages. The pavilion also featured a campaign inspired by Cristiano Ronaldo, highlighting the role of sport in tourism and international engagement. Saudi culture came alive in the Cultural Heritage Corner, featuring traditional crafts and live cultural performances. Visitors experienced a unique fusion of modern and traditional elements, including a dynamic live set by MDLBEAST’s DJ Leen, alongside authentic cuisine and refreshing beverages. Saudi Land also served as a Partner Connection Zone, fostering direct engagement and deal-making, and allowing partners to explore new bookable packages and bespoke itineraries. WTM 2025 reaffirmed Saudi’s role as a leading player in global tourism, providing a springboard for new alliances, significant partnerships, and the continued evolution of its tourism landscape. It also helped set the stage for TOURISE, a pioneering new global platform, being convened in Riyadh 11-13 November, that will gather over 1,000 global leaders and visionaries from across government, business, investment, tourism, and technology. Together, these leaders will tackle key challenges, unlock investment, deliver high-impact initiatives, and transformative deals that will build a tourism sector that is sustainable, equitable, and future-focused.
05 Nov 25
Partner News
Saudi Takes Center Stage At WTM: Showcasing Its Unreal Calendar And Iconic Destinations To Global Travel Trade
Saudi tourism showcases an unreal calendar of global events and entertainment and highlights its ...Read more
Saudi Takes Center Stage At WTM: Showcasing Its Unreal Calendar And Iconic Destinations To Global Travel Trade - News & announcements

Saudi tourism showcases an unreal calendar of global events and entertainment 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.

Building on the growth of welcoming 116 million visitors in 2024 and 60.9 million in the first half of 2025, Saudi invites trade and business partners to tap into the thriving opportunities on offer in the world’s fastest-growing tourism destination.

Saudi made a strong impression on the opening day of World Travel Market (WTM) 2025, as the Saudi Tourism Authority (STA) and its 71 partners unveiled the spectacular "Saudi Land" pavilion, presenting the scale and ambition of its tourism sector. Following a record-breaking year welcoming almost 116 million visitors and generating $75 billion in tourism spend, STA arrived at WTM ready to deepen global partnerships and unlock new opportunities for collaboration and growth. At “Saudi Land,” visitors experienced Saudi’s Unreal Calendar – a year-round lineup of world-class events including Formula 1, MDLBEAST Soundstorm, the Italian and Spanish Super Cups, and WWE Royal Rumble – brought to life through an immersive campaign featuring Cristiano Ronaldo. The pavilion also spotlighted Saudi’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 – alongside new experiences such as luxury openings at Shura Island and the launch of Six Flags Qiddiya City, underscored Saudi’s commitment to innovation and world-class hospitality. With partners from across the tourism ecosystem, Saudi is creating new opportunities for trade and investment, reinforcing its position as a destination of choice for the global travel industry. Abdullah Alhagbani, Chief Partnerships and Regulatory Affairs Officer at STA, said: “We’re thrilled to welcome our valued partners and guests from around the world to experience ‘Saudi Land’ as we continue our extraordinary growth journey. At WTM this year, we are joined by 71 partners and have scheduled nearly 500 meetings with industry leaders to deepen collaborations, unlock new partnership opportunities, and drive the next phase of tourism success together. “Last year our calendar of events featured over 1,000 fixtures, 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 expanded air connectivity, Saudi is creating a truly year-round destination for visitors and partners alike. For partners seeking exceptional returns, Saudi stands apart as one of the world’s fastest-growing destinations. We invite the global travel trade to seize the unparalleled opportunities that Saudi offers.” Day 1 Highlights:

Official Opening: “Saudi Land” opened with a high-energy celebration welcoming partners, tourism and travel leaders from around the world.

Strategic Partnerships: More than nine MoUs were signed at Saudi Land with leading global travel and hospitality brands, including seven agreements secured by leading Saudi tourism partners and two STA MoUs with Saudia Holidays and TUI Group.

Interactive Experiences: Visitors explored Saudi’s various destinations through immersive displays where they were able to check out various packages, discover the Unreal Calendar, cultural showcases and live entertainment, along with enjoying interactive sports activations featuring Cristiano Ronaldo.

WTM 2025 provided a vital stage for Saudi and its tourism partners to build new relationships, advance strategic collaborations, and highlight the exceptional opportunities available across the country’s evolving tourism landscape - reinforcing its position as a destination of choice for travelers, investors, and industry partners worldwide.
31 Oct 25
Partner News
Soundstorm 2025: The Middle East’s biggest music festival returns
Think festival season is over? Think again! Every December, Saudi’s capital turns into the ...Read more
Soundstorm 2025: The Middle East’s biggest music festival returns - News & announcements

Think festival season is over? Think again! Every December, Saudi’s capital turns into the global stage for music as Soundstorm takes over Riyadh. Since its launch in 2019, the festival has become one of the largest music events in the world and a defining symbol of Saudi’s cultural and entertainment renaissance. Soundstorm is more than a festival, it’s a landmark moment on Saudi’s annual calendar, bringing together hundreds of thousands of fans, global superstars, and world-class production. Year after year, it reaffirms Saudi’s position as a leading destination for culture, music, and unforgettable experiences. Here’s your ultimate guide to Soundstorm 2025:

Dates & Timing

Soundstorm 2025 runs for three electrifying nights - December 11, 12, and 13. Gates open at 18:30, with last entry at 2:00 AM each night. The festival is exlusive to Riyadh, bringing global attention to Saudi’s vibrant music scene.

Lineup Highlights

Soundstorm 2025 brings together a star-studded lineup of global icons and regional pioneers. Key confirmed names include:

Post Malone

Calvin Harris

Ava Max

Major Lazer Soundsystem

Nina Kraviz

Nicole Moudaber

Sama’ Abdulhadi

Black Coffee

Ben Böhmer

The Kid LAROI

Kaytranada

Marco Carola

Loyle Carner …and many more across EDM, techno, house, hip hop, and global beats.

Venue

Located north of Riyadh, the purpose-built Soundstorm site is designed for mega-scale events, complete with state-of-the-art production, visual design, and an immersive layout that turns the place into a world-class festival city.

Ticket Tiers & Perks

Tickets range from SAR 119/£24* (early-bird) to higher tiers offering enhanced experiences. Options include:

STORM - standard access to the festival grounds.

STORM+ - faster entry lanes and access to premium viewing zones.

VIB (Very Important Beast) - the ultimate upgrade, with prime access, dedicated lounges, and wallet credit for on-site use.

Stages & Spaces

Soundstorm’s stages are as iconic as its lineup:

The Big Beast Stage: one of the largest in the world, hosting headline performances.

UG (Underground): inspired by underground club culture, delivering raw energy.

MDLTown: a vibrant hub blending music, art, food, and immersive experiences.

Atmosphere & Vibes

Every corner of Soundstorm is designed to captivate. Think massive LED walls, next-level sound design, immersive art, and an atmosphere that’s equal parts high-energy and celebratory. It’s where Saudi’s cultural confidence meets global festival standards.

Dress Code & Practical Info

Weather: Evenings in December are mild to cool – pack a light jacket.

Style: Dress expressively while keeping in mind local customs – festival fashion meets Saudi flair.

Beyond the beats, the festival captures the spirit of modern Saudi – bold, expressive, and inclusive – uniting locals, residents, and visitors through a shared love of music and culture. Stay For More: Beyond the Music Soundstorm is just the beginning. Extend your stay and explore Riyadh’s thriving cultural and entertainment scene:

Riyadh Season 2025 -2026:A city-wide festival bringing concerts, theatre, culinary showcases, and sporting spectacles to every corner of the capital.

Diriyah:Immerse yourself in Saudi heritage at the UNESCO World Heritage site of At-Turaif, then continue your journey:

Bujairi Terrace: Riyadh’s dining hotspot overlooking Diriyah, home to world-class restaurants such as Hakkasan, Chez Bruno, Long Chim, and Altopiano.

Diriyah Art Oasis: discover art exhibitions and installations blending contemporary creativity with heritage architecture.

Art & Galleries:Riyadh’s art scene is thriving, with standout spaces such as:

Naila Art Gallery: a leading cultural hub hosting exhibitions, workshops, and talks.

Al Ajlan Art Galley: a modern space spotlighting innovative Saudi and GCC talent.

City Vibes:Indulge in Riyadh’s vibrant urban culture:

Trendy Cafés: Elixir Bunn Coffee Roasters, Urth Caffe, and Camel Step Cafe for specialty brews and cool atmospheres.

Fine Dining: Myazu, LPM Riyadh (French Mediterranean), and Nozomi (modern Japanese) for world-class culinary experiences.

Retail & Lifestyle: Via Riyadh, and Riyadh Parkfor luxury shopping and entertainment.

When the final beat drops, Riyadh keeps the rhythm alive, ensuring your Soundstorm journey flows into culture, entertainment, and discovery. From beats to boutiques, the city offers a festival experience that extends far beyond the stage. To learn more and plan your trip, visit the Visit Saudi website. *Approximate conversion based on today’s exchange rate
07 Oct 25
Partner News
Saudi Arabia Darts Masters added to Riyadh Season Calendar
Riyadh is set to make sporting history this January with the arrival of the Saudi ...Read more

Saudi Arabia Darts Masters added to Riyadh Season Calendar - News & announcements

Riyadh is set to make sporting history this January with the arrival of the Saudi Arabia Darts Masters, the first Professional Darts Corporation (PDC) event ever to take place in Saudi. Staged at the Global Theater on 19^th-20^thJanuary 2026, the tournament forms part of the World Series of Darts and marks the sport’s debut in the Middle East. Organised as part of Riyadh Season, the event will bring some of the world’s top darts players to the Saudi capital for two nights of high-energy competition and entertainment. UK pros Luke Littler, current world champion, and Luke Humphries, current world number one, are both expected to compete. The launch reflects Riyadh Season’s growing reputation as a hub for world-class sporting and cultural events. Riyadh Season: Bigger than Ever Beyond the darts board, guests will have all the fun of the Riyadh Season to enjoy. The annual festival to end all festivals, Riyadh Season 2025 kicks off on October 10^th, returning bigger than ever with spectacular new zones and world-class entertainment. The opening parade alone will boast 25 floats, New York’s iconic balloons from Macy’s, as well as 3,000 dancers and performers, setting the tone for the season to come. Among the highlights is Beastland, an all-new attraction developed with YouTube superstar MrBeast, alongside an expanded Boulevard World, which now features pavilions from Indonesia, Kuwait, and South Korea, plus new rides, dining, and cultural showcases. A Packed Events Calendar Saudi Arabia Darts masters joins an impressive collection of major sporting events which anchor the calendar, including elite boxing and wrestling matches, the Six Kings Slam tennis tournament, and the return of the world snooker championship. Visitors can also enjoy a number of free-entry zones, including Boulevard City, Al Suwaidi Park, Souq Al-Awaleen, and Riyadh Zoo, offering live performances, cultural experiences, and family fun without a ticket. Following British Airways’ announcement that the Heathrow to Riyadh service will increase to 12 flights per week for Winter 2025, it has never been easier to access Saudi’s capital.
19 Sep 25
Partner News
Four Reasons You Need to Go to AlUla Before the End of 2025
Red rocks, ancient ruins and otherworldly landscapes – Saudi’s most visually striking destination is ...Read more

Four Reasons You Need to Go to AlUla Before the End of 2025 - News & announcements

Red rocks, ancient ruins and otherworldly landscapes – Saudi’s most visually striking destination is a feast for explorers, history buffs and wellness-seekers at any time of year. However, autumn holds a certain charm, as crowds thin and temperatures hover between mid-twenties and early thirties, and the final few months of 2025 are set to pack a punch for every type of traveller. From the buzz of international electronic stars at AZIMUTH festival to gazing up awe-inspiring astrological events in the darkest skies, there is plenty to make a trip to AlUla unforgettable. Following the news that Saudi welcomed record-breaking numbers of tourists over Summer 2025 - more than 32 million domestic and international tourists, a 26% year-on-year increase from 2024 – it is clear the momentum isn’t set to stop here, as Saudi prepares for an unforgettable Winter season, which the below events form a part of. The season officially kicked off with the launch of Saudi’s latest global campaign starring Cristiano Ronaldo earlier this month, announcing the Unreal Events Calendar and underscoring Saudi’s growing role as the world’s sports and entertainment hub. The video sets the tone for a season where every experience is designed to make you “Stay for More”, blending global icons with local culture. September: AZIMUTH The festival of music and light is set to return to the awe-inspiring Thanaya Valley from 25^th to 26^th September 2025. Framed by sandstone cliffs and open skies, AZIMUTH 2025 promises a sensory escape where sound, light, and landscape fuse into a cultural experience like no other. This year’s lineup boasts international talent such as indie band London Grammar and renowned German DJ Christian Löffler, techno superstar Kevin de Vries and Italian DJ duo Mind Against. Tickets available from 1200 SAR (ca. £236) here. STAY at the newly opened Chedi Hegra from £1,868 per person for four nights, saving £212 (via Expedia.co.uk, based on two sharing). Travelling 24^th – 30^th September, inclusive of return flights from London Heathrow. October: AlUla Wellness Festival AlUla Wellness Festival runs from 24 October to 1 November 2025. It invites visitors to discover your inner calm surrounded by the awe-inspiring sandstone cliffs of AlUla, where the arid beauty of the desert offers the perfect backdrop for healing and self-discovery. On offer are invigorating yoga flows, calming meditation sessions, expert-led workshops on nutrition, mindfulness, and holistic health. Whether you’re a seasoned wellness enthusiast or just beginning your journey, this festival invites you to relax, recharge, and reconnect with your true self. Embrace the chance to nurture your mind, body, and spirit in one of the world’s most breathtaking natural landscapes. STAY at the Banyan Tree and complete all-round feelings of serenity with some superb treatments at their outstanding spa from £2,798 per person for four nights, saving £233 (via Expedia.com, based on two sharing). Travelling 25^th – 30^th October, inclusive of return flights from London Heathrow. November: Ashar Valley Triathlon and AlUla 24 Hour Endurance Race Set against the tranquil beauty of Ashar Valley, this unique triathlon takes place on 1 November 2025 at Habitas AlUla. Athletes must test their strength with a 3,000m indoor row, 3,000m stationary bike ride, and a 300m swim in the resort’s pool. For those who want to focus exclusively on their running, the inaugural AlUla 24 Hour Endurance Race takes place at the same time (31^st Oct – 1^st Nov) and invites individuals and teams to test their limits by running as many laps of AlUla's iconic 8km Camel Track as possible in 24 hours. Whether solo or in groups of 2, 4, 6, 8, 10 or 12 people, this test of endurance is more than a race; it is a celebration of resilience, camaraderie and the great outdoors. STAY in the heart of the action at Habitas AlUla from £1,837 per person for three nights (via Expedia.co.uk, based on two sharing ) Travelling 31^st – 3^rd November, inclusive of return flights from London Heathrow. December: Geminid Meteor Shower The Geminids are known for their bright, multi-coloured meteors that can be seen streaking across the sky at a rate of up to 120 meteors per hour under ideal conditions, seemingly radiating from the constellation of Gemini. While meteors will be visible from 4^th-20^th December, activity will peak on 14^th. Best viewed under clear, dark skies away from city lights, the Geminids offer a memorable sight for stargazers in AlUla. With a plethora of open-air locations and favourable weather conditions after nightfall, AlUla is the perfect location to escape into the cosmos, marvel at the celestial wonders, and connect with the ancient heritage of celestial navigation that once guided travellers. The ancient oasis city of AlUla is also the only place in the Middle East to have been awarded the prestigious International Dark Sky Park Certification, recognising AlUla Manara and Gharameel nature reserves for their pristine night skies. Overall, AlUla is among the top 5% dark sky quality locations globally for stargazing and astro-tourism. STAY at Dar Tantora for five nights from £2,506 per person and get one night free, saving a total of £1,094 (via Expedia.co.uk, based on two sharing) where you can continue the low-lit romance of stargazing evenings, as the hotel is lit exclusively by candles come nightfall. Travelling 12^th – 18^th December, inclusive of return flights from London Heathrow. To learn more and plan your trip, visit the Visit Saudi website.
16 Sep 25
Partner News
Saudi Summer success: Summer 2025 sees 26% YOY Rise in Tourists
Saudi confirms record-breaking numbers of tourists over Summer 2025, welcoming more than 32 million domestic ...Read more

Saudi Summer success: Summer 2025 sees 26% YOY Rise in Tourists - News & announcements

Saudi confirms record-breaking numbers of tourists over Summer 2025, welcoming more than 32 million domestic and international tourists – a 26% year-on-year increase from 2024. Visitors spent big too, with total expenditures hitting SR53.2 billion ($14.2 billion) - up 15% year-on-year. Spotlight on Aseer One of the standout regions was the southern highlands of Aseer, where visitor numbers rose by an incredible 49%. With its cooler temperatures, lush juniper forests and dramatic peaks, Aseer has become a go-to summer escape for hikers and nature-lovers. From Al Soudah, Saudi’s highest mountain at 3,000m, to UNESCO-recognised villages like Rijal Almaa, the region blends nature, culture and adventure. Year-round promise The momentum isn’t set to stop here, Saudi is already preparing for an unforgettable Winter season. The season officially kicked off with the launch of Saudi’s latest global campaign starring Cristiano Ronaldo, announcing the Unreal Events Calendar and underscoring Saudi’s growing role as the world’s sports and entertainment hub. The video sets the tone for a season where every experience is designed to make you “Stay for More”, blending global icons with local culture. From sports showdowns to cultural festivals and brand-new attractions, there are many compelling reasons to explore Saudi this year, including the WTA Finals, bringing the world’s top female tennis players to Riyadh, the Riyadh Comedy Festival, which will showcase international stand-up stars and the AlUla Wellness Festival, where visitors can immerse themselves in yoga, mindfulness, and holistic experiences against a spectacular desert backdrop. And not to be missed is Riyadh Season, the Saudi’s flagship entertainment extravaganza, filled with concerts, shows, attractions and cultural experiences on a world-class scale.
10 Sep 25
Partner News
From Record-Breaking Rides to Royal Rumbles: 8 Reasons to Visit Saudi This Year
As the global spotlight turns to Saudi, the country is rolling out a thrilling ...Read more
From Record-Breaking Rides to Royal Rumbles: 8 Reasons to Visit Saudi This Year - News & announcements

As the global spotlight turns to Saudi, the country is rolling out a thrilling lineup of events and experiences that will keep you coming back for more. From record-breaking sports showdowns to world-class entertainment, cultural celebrations, and brand-new attractions, Saudi isn’t just a place to visit, it’s a destination to savour. Whether you arrive for one event or one weekend, you’ll quickly discover there’s always another reason to stay. The season officially kicks off with the launch of Saudi’s latest global campaign starring Cristiano Ronaldo, underscoring Saudi’s growing role as the world’s sports and entertainment hub. The video sets the tone for a season where every experience is designed to make you “Stay for More”, blending global icons with local culture. And with the Saudi’s Unreal Calendar packed with headline-making sports line-up of world-class events, concerts, cultural festivals, and lifestyle experiences, Saudi promises immersive, unmissable moments all year round, ensuring visitors always want to explore more, stay longer, and, above all, Stay for More. 1. Riyadh Comedy Festival: The World’s Funniest Lineup Dates: September 26 - October 9, 2025 The world’s biggest comedy stage is landing in Boulevard Riyadh City, and it’s bringing laughter with it. Who’s Performing at the Riyadh Comedy Festival? International powerhouses like Kevin Hart, Dave Chappelle, Russell Peters, Jo Koy, Gabriel “Fluffy” Iglesias, Andrew Schulz, Jimmy Carr, Bill Burr, Whitney Cummings, Jessica Kirson and many more. Expect daily stand-up shows, comedy battles, fan meet-and-greets, and surprise sets across two weeks of side-splitting entertainment. And while the laughs may fill your nights, Riyadh’s season of spectacle is just beginning. What starts as an evening of world-class comedy can easily stretch into days of concerts, cultural showcases, and adrenaline-fueled fun – proof that in Saudi, one plan often leads to another. 2. Riyadh Season: Where Culture Meets Spectacle Launching: October 2025 The Riyadh Season long mega-festival returns in October 2025 for its 6^th edition. While a formal concert lineup hasn’t been announced yet, Saudi has pledged to bring in music acts on par with last year’s star-studded performances – think Busta Rhymes, Missy Elliott, Ciara, Post Malone, and major festivals like MDLBEAST Soundstorm. Expect global-level concerts, cultural zones, esports arenas, immersive dining, and theatrical productions across Boulevard Riyadh City, VIA Riyadh, and more. 3. AlUla Wellness Festival: Rejuvenate in Nature’s Embrace Dates: October 24 – November 1, 2025 Discover the AlUla Wellness Festival, an invitation to reset, recharge, and reconnect amid one of the world’s most awe-inspiring landscapes. From heart‑pumping triathlons, endurance challenges, and high‑intensity group rides to tranquil sunrise yoga, meditation, and sanctuary-style sound healing, this week-long celebration covers every corner of well‑being. Set across desert canyons, luxury resorts, and heritage sites, it’s a rare blend of fitness, mindfulness, and cultural immersion, designed so that what begins as self-care often becomes a deeper, longer stay. 4. Diriyah Nights: Heritage Under the Stars Dates: October 2025 - January 2026 Step back in time and explore Saudi’s roots in Diriyah, a UNESCO World Heritage Site that turns into a cultural oasis every night. Experiences Include:

Traditional music and dance

Artisan markets and storytelling

Najdi cuisine served in open-air courtyards

Illuminated historical architecture and guided heritage walks

Location: At-Turaif, Diriyah 5. Saudi Red Sea Escapes: Wellness, Nature, Culture & Adventure The Saudi Red Sea coastline is emerging as the Middle East’s new luxury escape, perfect for nature lovers, divers, and wellness seekers. While many plan their upcoming vacations, October till April is the best time to visit, when the weather is cooler, humidity is low, and marine visibility is optimal – perfect for diving, snorkeling, and desert exploration:

Shebara Island: Overwater villas, starlit snorkeling, and private reefs

Desert Rock Resort: Eco-luxury carved into natural rock formations

Activities include coral dives, paddleboarding through mangroves, yoga on the desert dunes, and sailing trips along the untouched coastline. It’s also an ideal escape for romantic retreats, eco-tourism, and digital detoxes.

But the Saudi Red Sea coast isn’t only about natural beauty. Jeddah is bringing the action with Jeddah Season 2025, which continues until the end of the year. The city comes alive with concerts, cultural festivals, and entertainment hubs like the West Coast Festival, offering beachside fun, family attractions, and food markets. And for sports fans, Jeddah is also hosting major international competitions. This November, the city welcomes the F1H2O Jeddah Grand Prix (Nov 28–30, 2025), where 21 powerboats from 10 countries will race along the Jeddah Corniche at speeds over 260 km/h - a thrilling spectacle for visitors from around the world. More events action is expected forming part of the Saudi’s Unreal Calendar, making Jeddah a true hub of energy by the sea. 6. A Global Sports Powerhouse: Matches, Champions & Excitement Saudi is hosting a wave of high-profile international sports events, and the world is watching.

Saudi Pro League: Stars like Cristiano Ronaldo and Karim Benzema

International Friendlies: Set to take place in Riyadh and Jeddah

WTA Finals: November 1–8, 2025

WWE Royal Rumble: January 2026 – first edition ever held outside the US

Boxing Nights: Rumored names include Anthony Joshua and Tyson Fury

Formula E Diriyah E-Prix: January 30-31, 2026

7. Six Flags Qiddiya: The World’s Most Extreme Theme Park Ring in 2026 the Saudi way, where thrill meets spectacle. On New Year’s Eve, Six Flags Qiddiya officially opens its gates, bringing a global entertainment milestone to life just outside of Riyadh. Highlights:

28 rides and attractions across six uniquely themed lands

5 world-record-breaking coasters: Falcons Flight, Spitfire, Iron Rattler, Sirocco Tower

Live performances, fireworks, and opening night festivities

This isn’t just a theme park, it’s a new benchmark in global entertainment, redefining what extreme fun means in the heart of Saudi. 8. New Year’s Eve in Saudi: A Celebration Like No Other Whether you want to fly through the sky on a record-breaking rollercoaster or dance beneath a fireworks-lit skyline, Saudi has your 2026 countdown covered. Top Celebrations:

Six Flags Qiddiya: Grand opening party with DJs and fireworks

Boulevard Riyadh City: Drone shows, fireworks, and live music

Jeddah Waterfront: Light projections and musical spectacles

AlUla: Acoustic desert concerts and candlelit trails

From pulse-pounding matches and one-of-a-kind adventures to rich heritage and unforgettable nights out, Saudi offers more than any single trip can hold. Come for the excitement, stay for the discoveries – and let every visit unfold into the next chapter of your journey.
29 Jul 25
Partner News
Four Global Sports Events and Deals Worth Traveling For
From the pitch to the pixel, Saudi is redefining what it means to be ...Read more

Four Global Sports Events and Deals Worth Traveling For - News & announcements

From the pitch to the pixel, Saudi is redefining what it means to be a sports destination, with a calendar packed with heart-stopping experiences. From esports and football to motorsports and Saudi Red Sea adventures, Saudi is where every kind of fan can find their moment. It's more than a front-row seat—it's a full-throttle invitation into a country investing boldly in sport as a key pillar of its Vision 2030 ambition, building new stadiums, empowering women and youth, and blending heritage with innovation like nowhere else. Saudi’s sports scene is uniting people from across the globe: fans, athletes, families, and first-timers, around one thing: a shared passion for the game. Esports World Cup 2025 Until 24^th August (Riyadh) With a staggering prize pool exceeding $70 million, the Esports World Cup 2025 is the biggest esports event ever held. Over 2,000 elite players from more than 100 countries will compete across 25 tournaments, battling it out to win the world champion title for games like Valorant, League of Legends, Counter-Strike 2, and even online chess. STAY at the Mandarin Oriental Al Faisaliah Hotel 14^th – 18^th August and get one night free. Prices start at £694 per person including flights from London on Expedia.co.uk. Longines Global Champions Tour Final 30^th October – 1^st November 2025 (Riyadh) The grand finale of the elite showjumping circuit, the Longines Global Champions Tour Final brings together the world’s top ranked riders competing in high-stakes CSI 5* Grand Prix classes. Set against Riyadh’s modern backdrop, the competition promises high-stakes and thrilling equestrian drama as finalists compete to win a record-breaking prize pot of over $13.5 million. STAY at the Hilton Riyadh 29^th October – 2^nd November from £1,180 per person on Expedia.co.uk, including flights from London. WTA Finals 1^st – 8^th November 2025 (Riyadh) The WTA Finals Riyadh will see the top eight women singles players and doubles teams competing in roundrobin‑ groups followed by knockout semifinals, and then a final. Prize money is set to exceed the 2024 prize pot of $15.25 million. World number one Aryna Sabalenka has just been announced as the first woman to book her spot in the finals… more queens of the court to come! STAY at the Four Seasons Hotel Riyadh at Kingdom Centre 5^th – 9^th November from £1,094 per person on Expedia.co.uk, including flights from London. For stays without flights, travellers can get 20% off accomodation, dining and wellness experiences when they book through VisitSaudi.com. Rally Saudi Arabia 27^th–30^th November (Jeddah) Rally Saudi Arabia will make its debut on the World Rally Championship calendar with Rally Saudi Arabia serving as the season’s thrilling finale. Set in and around Jeddah, the event will challenge drivers with a mix of desert dunes, volcanic rock, and high-speed gravel. It marks a major milestone for Saudi motorsport under a 10-year WRC hosting deal, further cementing the Kingdom’s global racing ambitions. STAY at the Shangri-La Jeddah 26^thNovember – 1^st December from £1,117 per person on Expedia.co.uk, including flights from London. Beyond the playing field, there is plenty to keep visitors entertained when off pitch. Explore heritage sites in Diriyah for a true contrast with Esports matches, wander through UNESCO listed Historic Jeddah between World Rally Championship races, or dive into Saudi Red Sea for a complete change of perspective, and a chance to take stock of the high-octane events you have just witnessed. For those booking flights separately, exclusive accommodation Summer travel deals can be accessed through VisitSaudi.com, such as 15% off and free upgrades at selected Radisson and Marriott properties.
23 Jul 25
Partner News
Above, Below & Beyond: Six reasons why the Saudi Red Sea is the Next Best Winter Sun Destination
As heatwaves roll on throughout the Summer months, it can be hard to think ...Read more
Above, Below & Beyond: Six reasons why the Saudi Red Sea is the Next Best Winter Sun Destination - News & announcements

As heatwaves roll on throughout the Summer months, it can be hard to think ahead of cooler climes. But for the chill-evading Brits, now is the best time to book breaks for winter the biggest savings. From private island resorts and fringed with white sand beaches, to kaleidoscopic marine life and world-class hospitality, the Saudi Red Sea is the perfect spot to while away the cold winter months in a quiet slice of paradise. Unspoiled Natural Beauty Think powder-white beaches, turquoise lagoons, and vibrant coral reefs—untouched and crowd-free. Explore crystalline shores on paddleboard or kayak, or dial up the adrenaline and try kitesurfing. Beneath the waves, this pristine aquatic world is home to over 300 species of coral and more than 250 species of fish, hawksbill turtles, dugongs, dolphins, sharks and sea birds. Two months ago a record-breaking giant 800 year old coral colony, the length of six London buses, was discovered in the regions waters – a great indicator of the Saudi Red Sea’s rude health. Year-Round Sunshine With warm temperatures even in the middle of winter, the Saudi Red Sea is an ideal escape from cold weather. Expect clear skies, balmy breezes, and perfect sea-swimming conditions, with daytime temperatures consistently in the mid-twenties over the Autumn and Winter. Ultra-Luxurious Resorts for Every Traveller Home to some of the world’s most exclusive new resorts, region is redefining barefoot luxury with eco-conscious design. Shebara Resort offers striking solar-powered overwater and beachfront villas, housed in stainless steel orbs which reflect the sea and sky. On the Ummahat Islands, The St. Regis Red Sea boasts picture-perfect, decadent overwater accommodation, while Ritz-Carlton Reserve Nujuma delivers elegance and fantastic family activities and facilities in equal measure. For wellness seekers, Six Senses Southern Dunes offers a desert-inspired spa retreats and yoga escapes, and the secluded Desert Rock Resort provides dramatic cliffside villas, stargazing, and bespoke summer wellness experiences. More than Fly and Flop This isn’t just a beach break– pair coastal fun with inland adventures. The celestially curious will love desert stargazing in unrivalled dark skies, or hike to Wadis and along the sandstone paths where desert expanse meets sea brilliance. Got time to build on sun-drenched beach bliss? Tag on a stop in Jeddah (1.5 hour flight) to experience its picturesque historic quarter Al Balad and thriving art scene, or AlUla (four hour drive) to blend your beach days with UNESCO Nabatean ruins to rival Petra. A Call to Conscious Travel Protecting this otherworldly environment is at the heart of development in the Saudi Red Sea. For example the 1.2km Shurayrah Bridge which was crafted with a graceful curve, rather than a simple straight-line design, to minimize impact on coral formations. In the Saudi Red Sea, guests can experience world-class hospitality that puts nature first: from off-grid energy systems to zero-waste initiatives and wildlife-friendly architecture, these retreats offer the ultimate escape without compromise to the environment. With just 1% of the entire Saudi Red Sea footprint being developed, the rest will be left untouched, a testament to this commitment to a more conscious conservation. Easy Connections Less than 7 hours from London, increasing numbers of direct flights to Jeddah, Riyadh and Yanbu from BA, Wizzair, Saudia and Virgin Atlantic mean the Saudi Red Sea is more accessible than ever. Red Sea International Airport, which opened in September 2023 and is powered entirely by renewable energy, now handles both domestic (Saudia) and international (flydubai) services, serving as the sleek, sustainable gateway to the region. BOOK

Six Senses Southern Dunes from £2,587 per person (save £341) for seven nights, room only (Expedia.co.uk, 22^nd – 29^th November, includes return flights from London)

St Regis Red Sea from £4,471 per person (save £259) for seven nights, room only (Expedia.co.uk, 22^nd – 29^th November, includes return flights from London)

Ritz-Carlton Reserve Nujuma from £5,547 per person (save £345) for seven nights, room only (Expedia.co.uk, 22^nd – 29^th November, includes return flights from London)

Shebara Resort from £8,011 per person (return flights from London included for free) for seven nights, room only (Expedia.co.uk, 22^nd – 29^th November)
15 Jul 25
Partner News
Challenge Accepted: Four Fitness and Wellness Events in AlUla Worth Traveling For
In the heart of Arabia’s ancient landscape, AlUla stands as a destination of breathtaking ...Read more

Challenge Accepted: Four Fitness and Wellness Events in AlUla Worth Traveling For - News & announcements

In the heart of Arabia’s ancient landscape, AlUla stands as a destination of breathtaking natural wonders and epic experiences. It has become a stage for some of Saudi’s most thrilling and unforgettable sporting events. Set against dramatic sandstone cliffs and sweeping desert terrain, AlUla offers experiences like no other – from challenging athletes to push their limit, to letting loose at its music festivals, and embarking on a wellness journey, this is a destination for the body and the soul. A Race Like No Other AlUla Desert Blaze – 15-16 August Billed as the ‘hottest race’, AlUla Desert Blaze takes place on 15–16 August this year. With the UNESCO World Heritage Site of Hegra towering over runners as they begin or end their route - this is not your average race. It challenges athletes from around the globe to take on the rugged terrain, and test their physical limits. Participants can choose between a 5 km, 10 km, 21 km, or the ultimate test: a 42 km full marathon. But no matter the distance, this is a race which not only tests endurance but also immerses runners in one of the world’s most striking landscapes. Keep the Heart Pumping at AZIMUTH 25-26 September To keep the movement going, visitors can head to AZIMUTH. Taking place on 25-26 September 2025, this festival of music, light, and movement is held in AlUla’s Thanaya Valley. The desert transforms for two nights, with stunning visuals, immersive art installations, and a crowd swaying to the beat of global electronic artists. Refresh and Renew AlUla Wellness Festival – 24 October – 1 November Next up on the AlUla calendar, the AlUla Wellness Festival runs from 24 October to 1 November 2025. It invites visitors to discover your inner calm surrounded by the awe-inspiring sandstone cliffs of AlUla, where the arid beauty of the desert offers the perfect backdrop for healing and self-discovery. On offer are invigorating yoga flows, calming meditation sessions, expert-led workshops on nutrition, mindfulness, and holistic health. Whether you’re a seasoned wellness enthusiast or just beginning your journey, this festival invites you to relax, recharge, and reconnect with your true self. Embrace the chance to nurture your mind, body, and spirit in one of the world’s most breathtaking natural landscapes. Ashar Valley Triathlon 1 November 2025 Set against the tranquil beauty of Ashar Valley, this unique triathlon takes place on 1 November 2025 at Habitas AlUla. Athletes must test their strength with a 3,000m indoor row, 3,000m stationary bike ride, and a 300m swim in the resort’s pool. Between 6 and 10AM, participants compete in waves of 30, every 30 minutes. After completing the triathlon, athletes are treated to a refreshing breakfast. Whether you’re chasing the next runner’s high or seeking moments of connection or wonder, AlUla offers experiences as extraordinary as its landscape.