The 2025 study by Numbeo scored all 146 countries across the globe using a safety index, which assessed the overall level of crime in a given nation.   Key Highlights:  

• Ranking Achievement: Saudi has jumped ahead of prominent tourism destinations like the UK, France, Spain, and Italy, reflecting its strategic efforts to enhance its tourism offerings and infrastructure.
• Growth in Tourism: Saudi has seen a substantial increase in international tourist arrivals, driven by its successful implementation of Vision 2030 initiatives. This includes the development of new destinations, improved visa processes, and enhanced travel experiences.
• Economic Impact: The tourism sector is playing a crucial role in diversifying Saudi's economy, with significant contributions to GDP and job creation.

  In 2023, 44% of all visitors were women, proving Saudi is now a top destination for women and families, and a leading G20 country in safety. Of those visitors, 36% were solo female travellers—a testament to Saudi’s rising popularity among female visitors.

 

Fahd Hamidaddin, the Saudi Tourism Authority (STA) CEO led the country’s delegation at the official opening of Saudi Land, inviting the world to experience the authentic Heart of Arabia.

 

• Saudi's presence at ITB Berlin highlights its position as a global tourism powerhouse, a welcoming destination for women and families, a leader in the sports tourism sector, with pristine coastlines for sun and sea holidays.
• With record-breaking growth, Saudi is strengthening partnerships and unveiling unprecedented opportunities for trade.

  On the first day of ITB Berlin 2025, Saudi captivated audiences with a powerful presence, welcoming visitors to Saudi Land, its dynamic exhibition stand. Building on record-breaking tourism growth and unrivalled investment in the sector, Saudi is reinforcing its position as the Heart of Arabia and a premier global tourism destination.   The Saudi delegation is strengthening trade partnerships, showcasing the Heart of Arabia's diverse tourism offerings as a welcoming destination for women and families, a leader in the sports tourism sector, with pristine coastlines for sun and sea holidays, showcasing its commitment to shaping the future of travel.   Returning for the third consecutive year, Saudi brings to ITB Berlin a significant delegation with 47 partners, led by Fahad Hamidaddin, the STA CEO, and key representatives of its fast-growing tourism ecosystem across destination management companies such as Abercrombie & Kent, DISCOVER SAUDI, and Zahid Travel Group; leading hospitality brands like Fairmont, Raffles, and Rotana; and major airlines, including Riyadh Air, Saudia, and flynas.   Saudi Land – Saudi’s stand at ITB Berlin – opened with a vibrant celebration showcasing the Heart of Arabia's diverse offerings. Fahd Hamidaddin, CEO of STA, led the celebration, highlighting Saudi’s commitment to welcoming families, women, youth, and sports fans with authentic and diverse experiences. As a must-visit destination with significant growth on the horizon, Saudi presents exciting business opportunities, driven by major sports events that can be packaged with unparalleled sun and sea experiences. Visitors to Saudi Land experienced immersive virtual reality journeys through breathtaking landscapes, while sampling authentic Saudi coffee and dates, and watching live performances of Saudi folklore dance and music.   Speaking at the official opening of Saudi Land, Fahd Hamidaddin, Saudi Tourism Authority CEO said:   "At ITB Berlin, we are thrilled to share Saudi’s incredible journey as the fastest-growing tourism destination, a success made possible by our valued partners and travelers. Their trust and enthusiasm have opened up new business opportunities, making Saudi an unmissable market for all our partners.   Since 2018, we’ve had the pleasure of hosting over 100 major, international sporting events—and this is just the beginning. With the exciting return of Formula 1 and the debut of the WTA Finals in 2025, the AFC Asian Cup and Olympic Esports in 2027, and the FIFA World Cup in 2034, our growth story is far from over. We invite you to join us as we continue to transform Saudi into a premier destination for women and families, sports fans, and every type of traveler, offering unparalleled experiences and unforgettable memories.”    Experience the wonder of Saudi Land   The tourism and travel trade are invited to step into an immersive experience at Saudi Land, exploring interactive exhibits that showcase Saudi's rich culture and heritage, from traditional performances and culinary delights to cutting-edge VR experiences of breathtaking sun and sea landscapes. Discover the vast potential to partner with the Saudi Tourism Authority and craft exceptional experiences and packages for women, families, sports fans and travelers seeking unexpected adventures.   Within Saudi Land, the diverse tapestry of Saudi awaits:  

• The Ramadan Market – A spiritual space where visitors can explore the vibrant street markets of Jeddah’s coastal metropolis while gaining deeper insight into Saudi’s rich cultural and religious heritage, reflecting the Heart of Arabia.
• The Sports & Entertainment Zone – Visitors can experience the adrenaline rush of Formula 1 with a cutting-edge racing simulator, explore exclusive Saudi Pro League memorabilia, and preview major international sporting events hosted in Saudi.
• The Cultural & Heritage Pavilion – Saudi’s UNESCO World Heritage Sites, artisanal crafts, and traditional performances take center stage, offering a glimpse into the nation’s deep-rooted history.
• Authentic Culinary Experiences – Visitors can indulge in Saudi’s legendary hospitality with curated tastings of Saudi coffee and premium dates, both inscribed on UNESCO’s list of Intangible Cultural Heritage.
• Live Performances – Captivating Saudi music and folkloric dances brings Saudi Land to life, celebrating the country’s diverse cultural scene.

  A diverse delegation of tourism partners has joined the Saudi Land at ITB Berlin this year, offering new travel packages and bookable experiences across destinations including AlUla, Diriyah, Red Sea Global, and NEOM. These partnerships and the development of new travel packages not only cater to the growing demand for unique experiences in Saudi but also underscore the growth opportunities within the Saudi’s tourism sector. By collaborating with global partners and creating attractive travel packages, Saudi is further solidifying its position as a leading tourism destination and a lucrative investment opportunity.

  As the Saudi capital transforms into a global hub for world-class fashion, culture and entertainment, ‘Christian Dior: Designer of Dreams’, a blockbuster exhibition tracing the extraordinary legacy of the legendary French fashion house, opened yesterday at the Saudi National Museum as part of Riyadh Season 2024, celebrating over 75 years of iconic influence on haute couture.   Following its critically acclaimed debut at the Musée des Arts Décoratifs in Paris, this reimagined showcase makes its way to Saudi, offering a fresh experience for haute couture fans until April 2 2025. The exhibition, curated by esteemed fashion historian Florence Müller and designed by renowned scenographer Nathalie Crinière, immerses visitors in the visionary world of Christian Dior — one of the most celebrated names in fashion history.   For the first time in Saudi, fashion-lovers will have the opportunity to explore more than 500 archival masterpieces from the House of Dior, including some of the most exquisite haute couture creations ever made. Complementing the exhibition, Riyadh Season will also introduce the Dior Café, a chic destination where guests can indulge in couture-inspired surroundings while savouring luxurious treats and drinks. Visitors can also bring a piece of Dior home, thanks to a curated selection of exclusive souvenirs available at the dedicated gift shop.   The opening of ‘Christian Dior: Designer of Dreams’ comes hot on the heels of the spectacular ‘1001 Seasons of Elie Saab’ fashion show. Recently captivating audiences, the show was one of Riyadh Season’s most iconic events, with celebrities like Celine Dion, Halle Berry, and Camilla Cabello in attendance among others. From awe-inspiring runway spectacles to immersive exhibitions, the Winter season Festival has something for everyone, with a packed calendar featuring thousands of culinary events, live performances and interactive experiences, solidifying Saudi’s position as a world-class destination for culture and entertainment.   A pioneer in modern couture, Dior revolutionized post-war fashion with his New Look in 1947 — a silhouette that redefined femininity with cinched waists, voluminous skirts, and a touch of architectural elegance. His designs transcended clothing, combining art, passion and craftsmanship to create a lasting cultural legacy.

 

A product guide for travel agents & tour operators:

 

• One new region – three coastal areas, each with a distinctive character
• 1,800km of coastline with amazing on-land and in-water products – open for booking now
• A vast coastline connected by air, road, rail and sea – easy eVisa applications

  Saudi has launched a new super destination ‘Saudi Red Sea’ spanning 1,800km of coastline with expansive on-land and in-water products, across three distinct regions – the North, the Centre and the South - each with its own character and breathtaking nature.   With more than 1,000 islands, 500 dive sites, 300 coral species and 75 beaches, activities below and above the water draw travelers looking to enjoy Saudi Red Sea’s pristine turquoise waters, stunning corals and one of the richest bio marine diversities in the world.   From luxury, to entertainment, history and heritage, as well as adventures on land and sea, Saudi Red Sea is a unique, undiscovered coastal marvel with products ready for travel agents and tour operators to sell now.   The North – Luxury & Beauty of the Sea   Sustainable & exclusive experiences, accessibility to nature with immersive wellness.   What to do: Yachting | Sailing | Diving | Hiking | Cultural Activities | Golfing   Yachting - Just 17 hours by boat from most Mediterranean yachting destinations, NEOM’s first destination, Sindalah, is now open. Sketched out by leading yacht designer Luca Dini, with glistening azure waters, a state-of-the-art 86-berth marina and Sindalah Yacht Club, it is set to become the world’s latest superyacht destination   Snorkeling & Scuba Diving - Dive into pristine waters and explore the secrets of the deep.   Sailing & Boat Charters – Hire a boat or sail away with your crew. This is the best way to relax listening to the sound of the waves and discovering the abundant ecosystem of the Saudi Red Sea.   Stargazing & Night Walks - The cultural heritage of the Saudi Red Sea is unique and varied. The local community share their stories, craftsmanship, produce, and landscapes with visitors   Hiking & Bike Rides - Embrace the spirit of adventure. Take to the skies and breathe in the crisp, clean air. Or remain on land and discover the dramatic beauty of granite hills, volcanic lava fields, and vast, sweeping plains.   Golfing - Sindalah has a state-of-the-art golf club, operated by IMG, that offers a one-of-a-kind golf experience set among, clifftop coves and sandy dunes. The 6,474-yard course spans 18 tee points on a nine-hole footprint. There is also a 280-meter driving range with ball-tracking technology and statistical feedback.   Where to stay: In the North of the Saudi Red Sea, travelers can embrace luxury and beauty with signature hospitality brands and luxury resorts – all offering unique packages for guests and outstanding spa and wellness facilities and packages.   Sindalah - Sindalah has welcomed its first wave of invited guests, marking the official opening of the island – NEOM’s first destination.   Nujuma Ritz Carlton Reserve - Surrounded by crystal-clear water and soft white sand, Nujuma is an unspoiled sanctuary where exploration unveils a constellation of unforgettable experiences.   St-Regis Red Sea Resort - Located on a pristine private island, The St. Regis Red Sea Resort presents a compelling vision of exquisite living in the Ummahat archipelago.   Six Senses Southern Dunes - Located along the historic incense trade route against the backdrop of desert plains and the Hijaz Mountains, Six Senses Southern Dunes, the Saudi Red Sea resort pays homage to Nabataean architectural heritage and majestic desert surroundings.   Shebara - Saudi Red Sea’s newest resort, with orb-like villas that shimmer against the turquoise waters, Shebara, mixes luxury with an approach focused on sustainability.   The Centre – Metropolis & Fun at Sea   Coastal urban life destinations, with access to diverse offerings from culture to entertainment   What to do: Yachting & cruising | Diving & watersports | Recreational fishing | Retail & entertainment | Cultural activities   Beach horse riding - Immerse yourself in the culture of Saudi Arabia as you giddy up for a fantastic horse riding experience in Jeddah.   Fishing in the Red Sea – sail off Dourat AlArous Marina to a perfect fishing spot and enjoy the most relaxing and chill activity of all times.   Watersports – YAM Beach in King Abdullah Economic City is a beachfront destination with a huge choice of watersport activities from kayaking to kite surfing, but also golf and horse-riding.   Boat charters, diving and snorkeling - explore the vibrant underwater world through snorkeling in Jeddah and amidst breathtaking coral reefs of Bayada Island.   Cultural activities - travellers can also wander the maze-like streets of Jeddah’s UNESCO World Heritage Site Al Balad, Historic Jeddah on a guided tour.   Jeddah Yacht Club and Marina - Designed to enchant, to stir a sense of history and inspire a new community of people who enjoy the finer things in life, Jeddah Yacht Club and Marina boasts a luxury spa, some of Jeddah’s finest restaurants, and a lavish beach club   Cruises - Cruise Saudi is both the architect and the driver of the cruise industry in Saudi. Cruise Saudi aspires to provide a seamless, comfortable, and memorable journey for guests, from arrival to departure. AROYA Cruises is the first Arabian Cruise line and is based in Jeddah. It launched in 2023 and is a separate business unit of Cruise Saudi.   Entertainment - Heading into 2025, Jeddah will be home to many anticipated cornerstone events traveler’s won’t want to miss, including the Saudi Arabian Grand Prix in April 2025, as well as Balad Beast, a music festival with local and internationally renowned artists that takes place in Al Balad, Historic Jeddah, in January 2025.   Where to stay:   The Jeddah EDITION – Jeddah’s newest hotel opened in May 2024. Located in the heart of Jeddah Yacht Club and Marina, adjacent to the F1 racetrack, with a scenic view of the sea, The Jeddah EDITION marks the debut of the brand in Saudi.   Beit Jokhdar, Beit Al Rayess and Beit Kedwan - Jeddah Historic District launched three luxurious boutique hotels earlier this year (March 2024). Set in historic properties, each hotel has been carefully reinvigorated thanks to a hand-picked team of historians, local artists, carpenters and architects as well as locally sourced products.   Shada Hotel - A modern Saudi boutique hotel and a female-run homegrown hotel brand, Shada Hotel Al Shatea offers a friendly welcome and a playful design rooted in Saudi culture and tradition – only a short walk from the Corniche. The brand works with local artists and designers to ensure that the hotel’s public spaces and rooms are filled with nods to different traditions from across Saudi.   The South – Traditions & Nature of the Sea   Cultural immersion, connection with traditions & heritage, unexplored & untouched sites   What to do: Cultural activities | Diving | Nature   The Southern region brings tradition, nature and cultural activities to life, most notably in Jazan and the Farasan Islands.   Culture & history - The historic Al Dosariyah Castle is located on a mountain overlooking the port of Jazan. It was built in 1933 for military purposes.   Nature – The Fifa Mountains, or as they are called "Neighbor of the Moon", are distinguished by their enchanting view, at an altitude of more than 1,800 km above sea level.   Alternatively, visit Farasan Islands – one of Saudi’s hidden gems with lush mangrove forests and abundant wildlife   Diving - Away from the hustle and bustle of the city, Jazan coast is a starting point for adventurous diving excursions   Where to stay:   Novotel Jazan - The 5-star hotel is located right by the sea on Jazan’s Corniche.   Radisson Blu Resort, Jazan – the hotel is close to the popular North Corniche Park and just a ferry ride away from the Farasan Island Marine Sanctuary, where you can enjoy wildlife sightings and diving excursions.   Access & Connectivity   The new destination is connected by air, ground and sea. Jeddah's King Abdulaziz International Airport is an international hub and has undergone recent enhancements to improve travel experience such as the addition of Emirates and Saudia lounges for First and Business Class passengers. The Red Sea International Airport has been receiving a regular schedule of domestic flights since September 2023, with flights now operating from Riyadh, Jeddah and Dubai, and more overseas destinations set to be announced.   A cornerstone of Saudi Red Sea’s regenerative approach is its luxury destination’s commitment to renewable energy. When fully complete, the airport will be carbon-neutral and powered by 100% renewable energy.   Visa initiatives have been continuously developed, with the eVisa program now including 66 countries and special administrative regions, and the GCC residents visa and free 96-hour Stopover Visa. UK, US, or Schengen visa holders, as well as residents of the UK, US, or European Union countries, are eligible for the instant eVisa.

  A hyper-realistic digital human built using the latest innovations in Generative AI, SARA will set a new benchmark as the first digital human travel companion developed for a national tourism board  

• SARA will be able to respond with intent, provide real-time, personalized recommendations and assistance to travelers, enhancing the visitor experience
• Boldly embracing innovation and technology, SARA is the embodiment of Saudi’s future-forward approach to tourism in the country, elevating its position as a top travel destination.

  The Saudi Tourism Authority (STA) this week unveiled SARA, a cutting-edge AI digital human developed to represent Welcome to Arabia as a brand ambassador, a travel companion and personal concierge. SARA was showcased to visitors as a beta version in the Saudi Pavilion at the World Travel Market in London from November 5-7, 2024.   Utilizing the latest advancements in Generative AI, SARA will embody Saudi’s future-forward approach to tourism. She boldly embraces cutting-edge AI technology to deliver engaging, innovative, and interactive content that drives tourist understanding and engagement, and improves knowledge and understanding of Saudi as a premier leisure destination.   New benchmark   SARA sets a new benchmark as the first digital human travel companion developed for a national tourism board. Unlike basic AI chatbots, SARA provides a life-like interactive experience that is ahead of any existing technologies and solutions. She responds with intent and contextual understanding, with the ability to remember and learn from previous questions.   She combines realistic AI, rich cultural context, and up-to-date, reliable data to offer visitors a uniquely immersive and highly personalized travel experience. By utilizing data-driven personalization and universal integration across the country’s tourism ecosystem, SARA simplifies travel planning for any visitor journey.   The use of AI facilitates interactions with SARA, allowing her to act as both a travel companion and a personal concierge, and uses multilingual Generative AI to interact with visitors, proactively asking questions to make relevant suggestions. During the interaction she can introduce Saudi’s hidden gems and create itineraries with authentic local experiences tailored to the guest’s preferences. Her stunning visuals will bring Saudi’s attractions and diversity to life even before visitors interact with her. This immediate visualization creates a unique and immersive experience that sets her apart from other tourism AI tools.   SARA’s backstory   SARA is a digital human with a backstory. She has a history and diverse interests, fostering a genuine human connection that appeals to users. SARA’s backstory is thoughtfully woven into her design, reflecting Saudi’s authentic heritage. She is portrayed as a young Saudi national, embodying the spirit of hospitality and curiosity that defines Saudi culture. Passionate about her homeland, she has explored every corner, from the ancient ruins of AlUla to the vibrant markets of Jeddah. This narrative gives SARA a unique personality that visitors can trust on their journey through Saudi.   SARA was designed with a strong emphasis on human-centered principles to resonate with both international and regional audiences. This approach involved deep cultural immersion, where designers and developers worked closely with local communities and cultural experts to capture the essence of Saudi life. User feedback played a crucial role at every stage, guiding the development of features that meet the needs and preferences of diverse visitors.

  The Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority (STA), His Excellency Ahmed Al Khateeb, officially opened the Saudi Pavilion on the first day of the 2024 World Travel Market (WTM), with Saudi Tourism Authority CEO Fahd Hamidaddin, and UK Minister for Tourism Sir Chris Bryant.  

• Saudi’s Minister of Tourism, His Excellency Ahmed Al-Khateeb, unveiled Saudi’s newest coastal tourism destination - Saudi Red Sea - an undiscovered coastal marvel with 1,800km of coastline offering Arabian adventures across three distinct regions

 

• CEO of the Saudi Tourism Authority, Fahd Hamidaddin delivered the WTM opening remarks, highlighting the transformative power of tourism in connecting people, changing perspectives, and fueling economies

 

• Saudi Tourism showcased the BETA version of SARA – an AI powered digital human created to represent Saudi as a brand ambassador, a travel companion and personal concierge.

  In an exclusive reveal, trade partners were introduced to the undiscovered coastal marvel that spans 1,800km of coastline with expansive on-land and in-water products. Across three distinct regions, each with its own character and breathtaking nature, the Saudi Red Sea offers stunning corals, pristine turquoise waters and one of the richest biomarine diversities in the world.

 

• Strengthening its foothold in global tourism, Saudi’s prominent presence at World Travel Market (WTM) London from November 5 to 7 will present opportunities for strategic alliances and collaboration with the global travel and tourism industry
• With European demand for Saudi tourism surging, the Saudi Pavilion in Hall 8 will spotlight the driving forces behind this growth - winter attractions and events, and its innovative Sun and Sea destinations pioneering a regenerative tourism movement
• Emphasizing strategic partnerships, Saudi’s dedicated trade platform, Saudi Partner has expanded features that will facilitate direct engagement with key partners, showcasing new business opportunities, product offerings, and exclusive booking deals.

  Saudi is set to make a dynamic return to World Travel Market (WTM) London 2024 with a core delegation of 61 key stakeholders, showcasing Saudi Arabia’s exceptional growth in tourism and strengthening trade partnerships with the industry.   The Saudi delegation will be led by His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of Saudi Tourism Authority (STA), accompanied by Fahd Hamidaddin, the CEO of Saudi Tourism Authority and leaders from the wider Saudi tourism ecosystem, as well as prominent industry partners. The delegation includes key entities such as the Ministry of Tourism, the Tourism Development Fund, ASFAR, Cruise Saudi, Saudia, Riyadh Air, Red Sea Global, Diriyah Company, the Royal Commission for AlUla, and visionary projects like NEOM. Cultural and entertainment highlights, including Riyadh Season, MDL Beast, and Qiddiya will also be represented, showcasing Saudi’s diverse offerings and investment in tourism innovation. For the first time at WTM, 17 international and local hotel brands will join the Saudi delegation, making this the largest number of hotel partners in the Saudi Pavilion.   Across the three-day event, the Saudi delegation will unveil significant announcements and partnerships that showcase Saudi’s future-forward approach to tourism. Delegates will also host bilateral meetings and participate in key speaking engagements and networking opportunities, reflecting a tourism sector surpassing records with Saudi welcoming over 100 million tourists seven years ahead of target.   On 5 November, visitors are invited to gather at the Saudi Pavilion at 11:30 AM for a special announcement delivered by His Excellency Ahmed Al-Khateeb, where he will reveal a new destination in Saudi. Ahead of this reveal, Fahd Hamidaddin, CEO and board member of STA, will deliver opening remarks at 10:00 AM at the Yellow Theatre to welcome all delegates and visitors to WTM 2024.   The Saudi Pavilion offers an immersive journey through Saudi’s authentic cultural heritage and diverse landscapes, featuring traditional music and dancing, Saudi coffee, a mocktail experience, date carts, a Saudi café offering a taste of local cuisine, plus demonstrations of traditional Saudi crafts from different regions – such as basket weaving and creating vibrant flower crowns. Also this year, the Saudi Pavilion will feature some new and engaging activations. Guests are invited to experience the country’s unique Sun and Sea destinations on a virtual jet ski ride through the Saudi Red Sea, and dance to an on-stand collaboration with MDLBEAST - the organisers behind the biggest music festival in the Middle East - with DJ Leen an emerging Saudi female DJ playing on stand. For sports fans, there will be a thrilling Saudi PRO League activation. Finally, through interactive technology, visitors to the stand will be able to discover the country’s winter tourism products across its expansive geography, diverse terrain, and natural wonders.   Saudi is ready to engage with visitors to the stand and give them a true glimpse of the Heart of Arabia. The stand has been designed to accommodate trade partners, with a dedicated space for business partners where they will find all of the information they need along with growth opportunities. And, they will be able to effortlessly register as trade partners using a QR code. Special kiosks will display Saudi’s advancements in tourism technology, while the Saudi map and activities calendar and a Saudi Expert guide will show trade partners destination insights through VR.   Saudi’s presence at WTM highlights the growing interest from European and American travellers in Saudi as a winter sun destination since the launch of “Where Winter Lights Up”, the second phase of the cinematic global Saudi tourism campaign “This Land is Calling”.The Winter campaign encourages travelers from around the world to embark on a journey of discovery across several destinations: Riyadh, Jeddah, AlUla, and the Red Sea, and immerse themselves in Saudi’s packed year-round events calendar – Riyadh Season, AlUla Festival and Events, Jeddah Calendar, Diriyah Season, the Dakar Rally, Spanish Football Cup and Italian Football Cup, and Formula 1 Saudi Arabian Grand Prix in Jeddah.   To find out more about the Saudi Tourism Authority’s latest news and what’s on at WTM London 2024, please visit stand ME820 in Hall 8.

The Saudi tourism brand unveiled ‘Where Winter Lights Up’ – the second phase of the global Saudi tourism campaign This Land is Calling. It aims to attract travellers from around the world this winter season, focusing on Riyadh, Jeddah, AlUla, and the Red Sea. An event calendar will showcase special events through the end of the first quarter of 2025. The campaign highlights the Saudi Red Sea, the capital of Riyadh, and the coastal cities of Jeddah and King Abdullah Economic City. Cornerstone events include Riyadh Season, AlUla Festival and Events, Jeddah Calendar, Diriyah Season, Dakar Rally, Fontana Circus and MDLBEAST, Venues in Riyadh will celebrate Najdi heritage. In AlUla, visitors can enjoy the Ancient Kingdoms Festival from December 8, 2024, to January 7, 2025, celebrating the rich history and cultural heritage of the region. The AlUla Wellness Festival will be held from January 18 to 20, 2025. Also, sports fans can look forward to marquee events including Formula 1 Saudi Arabian Grand Prix in Jeddah in April 2025 and Spanish Football Cup and the Italian Football Cup, both taking place in January 2025. This year's Riyadh Season features 14 zones across the city, each with unique attractions. Riyadh Zoo, Suwaidi Park, and Souq Al Awaleen are free to explore – for the other zones, tickets are required, but booking is easy. The Saudi eVisa program now includes 66 countries and regions. Saudi is currently connected to 175 destinations, with 14 new international routes launched in 2024. Saudia and British Airways operate routes between Saudi and the UK, with flights operating from London-Heathrow, London-Gatwick, Birmingham and Manchester.   

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• “This Land Is Calling” invites international tourists to unearth Saudi’s legends and wonders, while experiencing the new era of tourism growth and development
• Cinematic campaign video takes viewers on a captivating journey through the vast reaches of a mystical Saudi, one of the fastest growing destinations in the world
• It is fast becoming a destination of choice, welcoming visitors seeking a truly authentic experience, with ancient tradition and towering ambition leading to the country’s groundbreaking achievement of surpassing 100 million visitors seven years ahead of schedule

  Saudi’s national tourism brand ‘Saudi, Welcome to Arabia’  premieres its enthralling new international campaign, “This Land is Calling”. Launching across the United Kingdom, France, Italy, Germany, and the United States, “This Land is Calling” is anchored in insights from visitors to Saudi, showcasing the depth and breadth of a land still full of mystery for so many.  Through its female protagonist, the viewer is taken on a whirlwind tour through time and space, demonstrating all the while: Saudi as the Heart of Arabia.   The campaign pays homage to the spirit of adventure and wonder that permeates the Saudi landscape, with its mystical sites, and modern traditions that remain rooted in a simpler past.  The film follows a female explorer, as she navigates an unfamiliar terrain, on a journey of discovery.  It celebrates Saudi in all its beauty and complexity – from the rolling dunes and snow-covered mountains and the vibrant corals of the Red Sea; a visceral look at a multifaceted country, where monuments are frozen in time, and history can be seen, touched, and felt.  The viewer is transported to a world unknown to them, each moment, a revelation – Saudi as a land of joy, and welcome, which entices travelers to push beyond the boundaries of their imaginations.   “This Land is Calling” is about Saudi’s extraordinary heritage, its rapid transformation into a dynamic global destination, and the endearing warmth of its people. The heroine of the film is initially filled with trepidation –a solo female traveler who experiences the fabled warm Saudi welcome as she embarks on an enigmatic quest through the country’s spectacular destinations.   The video also hints at a deeper message, beyond the warmth of her welcome, Saudi remains a land of firsts for travelers, a place with uniquely Arabian cultural and natural gems waiting to be unearthed, making it an exciting new destination to visit. The words of the film’s heroine, “I was the first, but I won’t be the last,” deliver a powerful call-to-action.   The video surprises and intrigues, showing a lesser-known side to Saudi - its expansive geography, diverse terrain, and human and natural wonders- from the clear turquoise waters of the Red Sea, to Aseer’s lush mountains, the vibrant cities of Riyadh and Jeddah as well as iconic UNESCO World Heritage Sites of Diriyah, Hegra and Al Balad.   The campaign was brought to life in partnership with award-winning creative agency BETC. The campaign will reach audiences through a multiplatform approach, and will serve as a banner for a series of initiatives to broaden perspectives and bridge cultures over the course of the next several months.   His Excellency Ahmed Al Khateeb, Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority, says: “We are thrilled to invite the world to uncover the vibrant evolution of Saudi. This campaign is a celebration of our nation’s unique blend of time-honored traditions and cutting-edge modernity. As we work towards Saudi Vision 2030, our goal is to highlight The Kingdom’s innovative spirit, cultural richness, and stunning landscapes, and position ourselves as one of the premier global tourism destinations. We are excited to share a vision where our historical treasures and contemporary achievements create an unforgettable experience for visitors from around the globe.”   Fahd Hamidaddin, CEO and a Member of the Board, Saudi Tourism Authority, added: “ ‘This Land is Calling’ is a  visually stunning invitation to the world, from Saudi. Developed through insights gleaned from visitors to the country, the film is an ode to the mesmerizing duality of our country’s storied past, and our ambitious future. It reflects our pursuit of perfection – a cycle of continuous learning, rooted in data, as we iterate and develop our offerings to facilitate our growth trajectory as a destination of choice for all. With this campaign, we hope to ignite the curiosity of the traveler who craves the excitement of a completely new experience - whether in culture, adventure, sport, or entertainment. Saudi has been enjoying stellar growth in demand witnessing a 73 per cent growth in the annual average of tourists from Europe and the United States, and we continue to work with local and global partners to increase and enrich our offerings, so the 150 million tourists we welcome by 2030 can truly experience the pulsating Heart of Arabia.”   Saudi is one of the countries leading the charge of ushering a new era in tourism through creation of breathtaking new destinations and show-stopping experiences, advancing sustainability and producing world-class events in fields of culture, entertainment and sports. Its impressive line-up of year-round events includes  Riyadh Season, AlUla’s Season & diverse festivals, Jeddah Al Balad’s heritage and cultural attractions, SoundStorm MDL Beast – one of the biggest music festivals in the world, the Saudi Arabian F1 Grand Prix, Dakar Rally and Saudi Cup, amongst many more   All the sites in the film can be booked, with visitors able to create their own adventure with packages available at www.visitsaudi.com.   Saudi is home to over 10,000 archaeological sites and eight UNESCO World Heritage Sites, with the addition of its latest site, the Al-Faw Archaeological Area, celebrated this month.   "This Land is Calling" embodies Saudi’s welcome to the world, showcasing its unparalleled blend of hospitality and vibrant offerings. The campaign is inspired by the rich heritage and modern advancements that define the nation. With an ambitious goal of attracting 150 million tourists by 2030, Saudi welcomes visitors to explore the heart of Arabia. Writen by Charles Kao, TravelMole

  TBO.com, a leading global travel distribution platform, is pleased to announce the appointment of Mr. Gerardo Del Río as President of its international business to drive global growth and take the company to the next phase of its evolution.   With over 20 years of experience across hospitality, travel and consulting sectors, Gerardo brings a wealth of global management, finance, and business development expertise to the role. Gerardo’s career, spanning the Americas, Europe, and Asia Pacific, has equipped him with invaluable multi-cultural insights and a deep understanding of diverse global markets. In his illustrious career of over 2 decades, Gerardo has worked with some of the marquee companies including Melia Hotels, Hotelbeds (now HBX) and DidaTravel serving in various capacities and geographies.   On the new appointment, Mr. Gaurav Bhatnagar, Joint Managing Director and co-founder, TBO, stated, “We are delighted to welcome Mr. Gerardo Del Río to our leadership team. His extensive multi-market, multi-cultural experience and proven track record in the global travel and hospitality industry perfectly aligns with our vision for international expansion. Gerardo’s strategic leadership, client-centric approach, and focus on delivering results will strengthen our position as a leader in the global travel and tourism industry.”   On his new role, Mr. Gerardo Del Río stated, "I am honoured to join TBO at this exciting juncture. The company's proven expertise in simplifying the travel business for both suppliers and buyers provides an excellent platform for growth. I look forward to leveraging my experience to foster innovation, build strategic partnerships, and drive the company's expansion in the global market. I am particularly excited about spearheading TBO's international growth initiatives, tapping into new markets, and enhancing our global footprint."    Gerardo will lead the company's global expansion efforts, ensuring a smooth transition as TBO enters new markets. He will focus on strengthening the company's presence in existing markets while strategically entering new ones. His approach will centre on tailoring TBO's cutting-edge travel technology solutions to meet diverse regional demands, cultivating cross-cultural partnerships, and driving sustainable growth across the global travel landscape.

  Located in the North West of Saudi Arabia, AlUla is a place of extraordinary human and natural heritage that holds over 200,000 years of largely unexplored human history. AlUla holds a series of fascinating historical and archaeological sites including Ancient Dadan, as well as offering some of the most awe-inspiring events and activities and achieves a fulfilling experience for visitors to immerse themselves in spectacular views, enthralling history, bucket-list adventures, unique accommodation, culinary delights and intriguing people.   AlUla – Forever Revitalising global brand campaign   On 29 February 2024, AlUla launched its inaugural global campaign, ‘Forever Revitalising’, which encapsulates the essence of the oasis city. It is more than a traditional destination marketing campaign as the creative communicates the purpose-driven investment in AlUla. The campaign presents a refreshing and authentic perspective crafted to captivate travellers worldwide and made its debut across nine core global source markets in six languages and will be integrated across multiple channels. https://www.experiencealula.com/en/forever-revitalising/   New hotel openings   In 2024, AlUla will welcome two spectacular hotels, Dar Tantora (Q2) and Hegra Boutique Hotel (Q4), joining Habitas and Banyan Tree - both core hotels which opened in 2021 and 2022 respectively. In the coming years, AlUla will also welcome AZULIK AlUla Resort, Sharaan Resort & International Summit Centre - a global architectural landmark designed by the legendary Jean Nouvel, Autograph Collection Hotel, three Aman Resorts and Six Senses.   Opening in 2024:   Dar Tantora – Opening in Q2 2024   Dar Tantora is an upscale eco-lodge launched by The House Hotel in historic AlUla Old Town. The hotel has 30 guest rooms created by restoring and repurposing historical mud-brick buildings using modern engineering in tandem with traditional materials and techniques for a truly authentic Old AlUla experience. The hotel also has a lobby lounge, coffee bar, retail facilities and pool, spa and fitness facilities. The fusion of heritage and contemporary comfort is set to deliver a truly unique and immersive experience in the vibrant Old Town precinct, dating back to the 12^th century.   Hegra Boutique Hotel: Opening in Late 2024   Hegra Boutique Hotel will be the first hotel located at the UNESCO World Heritage Site of Hegra. Set to welcome its inaugural guests by late 2024, the heritage boutique hotel will offer 35 guest rooms, each offering a distinct connection to Hegra’s monumental landscape. The hotel will occupy several existing structures, including an old railway station, Hegra Fort, and other surrounding buildings. Each of the hotel’s three restaurants will offer a unique dining experience for guests and other visitors to Hegra.   More new openings planned:   Autograph Collection hotel, The Bethesda: Opening in 2025   In September 2023, Marriot International Inc announced the signing of an agreement with AlUla Development Company to open the first Autograph Collection hotel, The Bethesda in central AlUla in 2025. The Autograph Collection Hotel will be situated in central AlUla, adjacent to the AlUla Museum and opposite the AlUla Farmer's Market. Plans for the hotel include 250 rooms and suites, and extensive recreational and entertainment offerings including four dining venues, a spa, swimming pool, fitness centre, business centre, meeting facilities and retail space.   AMAN: Opening from 2025   True to the pioneering spirit of Aman, the three new resorts will offer an incomparable insight into the Kingdom of Saudi Arabia and its magnificent unspoilt natural landscapes and archaeological sites.   Six Senses: Opening in 2027   AlUla Development Company signed a hotel management agreement with Six Senses to open Six Senses in AlUla in 2027. Six Senses AlUla aims to span across 1,200,000 square meters and will have a breathtaking natural oasis surrounded by lush palm groves, overshadowed by red-sandstone cliffs. It will feature 100 guest villas and 25 residences, designed to integrate with AlUla’s natural landscape.   AZULIK AlUla Resort: Opening in 2027   AZULIK AlUla Resort is an eco-luxury property slated to launch in 2027. Creating a connection with AlUla’s heritage and the area’s ecology, AZULIK AlUla Resort will protect and incorporate nearby ancient rock art inscriptions. It will be made up of 76 luxury villas of six varieties.   Sharaan Resort and International Summit Centre: Opening TBC   Construction has begun on Sharaan Resort and International Summit Centre, a global architectural landmark designed by the legendary Jean Nouvel. Carved into the sandstone cliffs of AlUla, Sharaan’s construction is inspired by the ancient techniques of the Nabataean inhabitants who crafted their monuments as integral to the local landscape more than 2,000 years ago. It will be home to 51 suites, hospitality pavilions and two villas.   New restaurants   AlUla has become an exciting culinary destination, welcoming a diverse range of local and international restaurants. At the end of last year, AlUla welcomed Entrecote Café de Paris, as well as Saffron and Harrat at Banyan Tree. Recent restaurant openings also include Tawlet Fayza and Daimumah Restaurant.   Entrecote – Café de Paris, opened end of 2022   The dining experience at Entrecote Café de Paris brings a taste of the finest French cuisine to AlUla Old Town. A small set menu – perfected with time – serves a delicate green salad, the illustrious Entrecote cut of steak, homemade French fries, and butter sauce (the recipe is kept secret and specifically flown in exclusively from Geneva!).   Saffron, opened end of 2022   Saffron is Banyan Tree’s signature Thai restaurant, offering guests the quintessential taste of contemporary Thai Cuisine prepared by Thai chefs – the first of its kind in AlUla. Originating as a simple curry house, Saffron has grown into an award-winning dining experience, well-renowned as the signature Thai restaurant of Banyan Tree Hotels & Resorts. The scent of lemongrass and the unmistakable flavours of coconut milk and spices give guests the true taste of Thailand in the heart of the Arabian Peninsula.   Harrat Banyan Tree   Harrat is set in the stunning Banyan Tree AlUla, local chefs use produce directly sourced from AlUla’s sustainable farms to create their eclectic fine dining menu. From relaxed lunches to lively evenings, this vibrant restaurant offers a range of dishes, from seafood to Middle Eastern mezze, pasta, and fresh grills; there is something for every taste. Decorated with handmade rugs and local earthenware, guests will find a truly authentic experience at this rustic restaurant.   Tawlet Fayza, opened in February 2023   Located in the oasis, Tawlet Fayza offers farm-to-table organic food inspired by the founder’s grandmother who is originally from the area, with an evolving menu and communal tables – ideal for food talk and meeting new friends.   Daimumah Restaurant   Daimumah Restaurant is an open-air eatery, offering diverse dining among the ancient farmland and palm-scattered oasis of Daimumah. It is located near the western entrance of a picturesque part of the Oasis. Guests can take a seat on the shaded deck surrounding a trio of citrus trees, and choose from an eclectic menu of local flavours and international favourites. With shareable starters, mouth-watering mains and a palette-cleansing selection of sorbets, it’s a wonderful spot to stop and have a bite in this magical part of AlUla.   OKTO   Offering contemporary Greek cuisine and developed by one of the top-rated chefs around the world, Chef Ntinos Fotinakis, OKTO's exclusive menu has an all-black theme inspired by the volcanic geology of AlUla. Panoramic views overlook the oasis city below and the sprawling desert landscapes that stretch into the distance. Sit at the bar for sunset and sip one of their signature mocktails, and as the sky fills with stars, make use of the telescopes. Vegan, vegetarian, gluten- or dairy-free options are available.   Heart of the Oasis   Heart of the Oasis restaurant is located in the shadows of AlUla’s authentic date palm trees and nestled in the mud-brick dwellings. The restaurant is a regenerative experience that bridges the connection between the mind and body. The dining space features fire lamps and a large open kitchen for a comfortable atmosphere to ease guests while enjoying a fusion menu. The experience is rooted in nature and guests can enjoy marinated meats and oasis-to-table inspired dishes.   New cultural attractions   The Royal Commission for AlUla signed a partnership with leading French cultural institution, the Centre Pompidou to develop an architectural landmark as a world centre for regional and global 21^st-century art. The heart of the museum will represent the art of our time with artists from the Arab world along with global art. The museum will be designed as an archipelago of pavilions scattered with a mosaic of artists’ gardens, striving to symbolise AlUla’s living legacy as a cross-cultural beacon to attract global collaborations.   AlUla’s two upcoming museums, The Museum of the Incense Road and The Contemporary Art Museum both will redefine the cultural landscape of AlUla.   The Museum of the Incense Road: Opening around 2027   The Museum of the Incense Road, opening around 2027, will take visitors on a journey through time, back to when the oasis city served as a crucial crossroad of civilisations. It will be the world’s first museum that will present a network of ancient trading routes through land and sea. The museum will also showcase the archaeological excavations in the region and highlight the Incense Road’s enriching impact on AlUla’s cultural heritage. The design of the museum will be led by London-based architect Asif Khan.   Contemporary Art Museum: Opening in 2027   The Contemporary Art Museum, opening in 2027, will represent the work of artists from the Red Sea, Arabian Sea and Eastern Mediterranean regions in its Three Seas Collection; a worldwide cross-section of immersive installations in its Continents Collection; and work that relates to the unique environment of AlUla and Wadi AlFann in its Desert Collection. The design of this museum will be led by award-winning Paris-based architect Lina Ghotmeh.   Wadi AlFann (Valley of the Arts): Opening in 2026   Wadi AlFann (translated from Arabic: Valley of the Arts) is an upcoming large-scale outdoor sculpture park set against the breathtaking backdrop of AlUla's majestic sandstone cliffs and canyons. Wadi AlFann will be a unique showcase for esteemed local and international artists, when it opens in 2026. New, large-scale, site-specific commissions by Manal AlDowayan (b. 1973, Saudi Arabia), Agnes Denes (b. 1931, Hungary), Michael Heizer (b. 1944, USA), Ahmed Mater (b. 1979, Saudi Arabia) and James Turrell (b/ 1943, USA) will be the first five works to be conceived for Wadi AlFann, a spectacular valley spanning approximately 65 square kilometres.   This year, as part of Wadi AlFann’s pre-opening programme, Saudi artist Manal AlDowayan launched an exhibition to highlight the stories such as Oasis of Stories, a large-scale installation inspired by AlUla’s Old Town.   Design Space AlUla: A Home for Creative Minds (opened 15 February 2024)   Created for both seasoned and aspiring designers, students, young individuals, and the public, the upcoming Design Space AlUla is set to be an inspiring hub featuring an exhibition space, an archive, and a workshop area for various programmes and events. On the first floor, the workshop area provides well-equipped workstations and a comprehensive materials library, fostering a comfortable and inspiring environment for diverse designers, including local talents from AlUla, creative minds from across Saudi Arabia, and international designers. This collaborative space also hosts experts, transforming it into a design hub for meetings and discussions. The overarching goal is to create a collaborative place where designers can create, find inspiration, share ideas, and unleash their creativity. https://www.experiencealula.com/en/places-to-go/design-space   ‘I CARE’ campaign   On 1 February 2024, The RCU launched a new, inclusive heritage conservation campaign to celebrate and enrich the public’s knowledge of AlUla’s diversity and ancient history. In the first stage of the campaign, the RCU has partnered with international artist David Popa to create a unique, landmark piece that is set within the landscape of AlUla, such as the Kingdom’s first UNESCO World Heritage Site at Hegra.   A key audience of the ‘I Care’ campaign is AlUla’s younger generation. The RCU will engage with schoolchildren from AlUla through specially created kits that explain the importance of cultural conservation and host school visits and community events at AlUla’s diverse collection of historic landmarks, such as Hegra. The ’I Care’ campaign truly aims to fill any knowledge gaps and promote future discovery amongst residents, visiting tourists, and Saudi citizens. https://www.rcu.gov.sa/en/ICare/   AlUla Moments   AlUla Moments is AlUla’s home of events. The brand was launched at the end of 2021 and introduced four new festivals to celebrate and unlock AlUla’s stories, uncover its secrets, and celebrate local and international cultures. With 7,000 years of human civilisations and home to some of the most sophisticated ancient Kingdoms of antiquity, AlUla is no stranger to social gatherings and cultural celebrations.   In 2024, AlUla Moments presents major festivals and several key events, including Winter at Tantora, AlUla Wellness Festival, AlUla Arts Festival, AZIMUTH, Richard Mille AlUla Desert Polo, The Custodian of the Two Holy Mosques Endurance Cup, AlUla Camel Cup, and the Ancient Kingdoms Festival.   Upcoming AlUla Moments events  

DATE	EVENT
AlUla Camel Cup	April 2024
AlUla Desert Blaze	June 2024

  AlUla Camel Cup, also known as ‘The Pinnacle of Camel Racing’ will bring together some of the world’s finest racing camels to compete in one of the region’s oldest sports. Visitors can have the opportunity to cheer on these magnificent animals as they compete for the high prize.   AlUla Desert Blaze is a unique running challenge where runners from all over the world will participate in this sweltering desert race, across distances ranging from five kilometres to a full marathon.   AlUla Moments - Music   AlUla Moments announced new dates and artists to join its critically acclaimed concert series in early 2024. The list consists of renowned pianist and composer Ludovico Einaudi, the prestigious Swiss Orchestra and award-winning singer-songwriter James Blunt.   Outdoor activities in AlUla   AlUla is one of the leading adventure destinations in the region with temperate weather all year round offering walking, hiking, soft and extreme adventure experiences.  

• The Adventure Hub – offers visitors unique and thrilling adventure experiences such as Abseiling, Rock Climbing and Zip line, the Giant Swing and Giant ladder.

 

• Hikes – Summer trails and hikes in AlUla offer an idyllic walk through palm-shaded paths and picturesque scenery, with the chance to try out traditional meals along the way. Trails such as AlUla Oasis – The Heritage Oasis Trail and Hidden Valley Night Hike are great routes. The latter allowing hikers to immerse themselves in nature under the stars with a night hike through the spectacular Hidden Valley to experience the stillness of the Arabian desert and AlUla’ s clear night skies.

 

• Zip lining – thrill-seekers will have the opportunity to try the longest and fastest dual zip line in Saudi, which extends to 15km and hits speeds of up to 120 km/h with incredible canyon views, or the Giant Swing which, suspended 85 metres above ground, takes adventurous in a 70-metre arc with outstanding views.

 

• Horse riding – a unique experience in AlUla as the Arabian horse is so integral to the DNA of the destination and is offered in the Asher Valley and beyond. AlUla has recently announced the AlMuatadil Equestrian Village, which will include a main equestrian race track with a 3,000-seat capacity; an endurance race track, a grass court with a capacity of 600 seats and a sand polo field with a 400-seat capacity.

 

• Helicopter rides – available all year round over the stunning landscapes of AlUla.

 

• Camping experience – visitors can embark on a great outdoor adventure by staying at the Pangea camp site, as well as a desert safari in Sharaan Nature Reserve.

 

• Buggy rides – an unforgettable wild ride across the sand dunes.

 

• Vintage car tours – taken place at Hegra, guests are prepared for a wild ride, cruising from carved tombs to secret ceremonial chambers.

 

• Cycling – AlUla offers adventures for cyclists across all levels of ability and expertise. There are plans to develop three priority cycling disciplines: road cycling, gravel cycling, and mountain biking.

 

• Stargazing – incredible experiences in one of the darkest skies of the world.

  Activity News   Hero Balloon Flights   AlUla has introduced an all year round aerial attraction with Hero Balloons Flights. Saudi Arabia’s first commercial hot air balloon operator. The inaugural balloon flight took off on 1^st October 2023. The experiences give guests the chance to unlock their inner explorer. They are curated and executed by experts, promising unique, luxurious, and safe airborne vistas of spellbinding landscapes and verdant oases from 4,000ft.   AlUla on Wheels   AlUla on Wheels II, an open-air roller-skating experience now has a home in the AlJadidah Arts District, the creative heart of AlUla. The first round of the program launched on 25^th January and will take place until 27^th April 2024. There will be further programs to be announced on the Experience AlUla website in the coming months of this year. The event was an unexpected success last year and has been redeveloped this year to give a blend of cultural resonance, nostalgia and forward-thinking vision.   AlUla Experiential Tramway   AlUla recently announced a future project to build a 22.4km low-carbon tramway which will connect 17 stations and stops, including AlUla’s UNESCO World Heritage sites, historic oasis towns, and urban centres. The initiative will strengthen AlUla’s blend of luxury, culture, nature, heritage and green mobility to another level. This project highlights the Royal Commission for AlUla’s commitment to sustainable transportation. Alstom, a global leading sustainable transport manufacturer will supply the trains and systems to the tramway, which is inspired from the historic Hejaz railway, built in the early 1900s to carry pilgrimages to the Holy places in Arabia. Passengers riding the tramway will be closely connected to AlUla’s history.   Equestrian Village   The Royal Commission has AlFursan Equestrian Village, a high-level equestrian hub in the region. AlUla hosted a number of events in the past few months including Fursan Endurance Cup, The Custodian of the Two Holy Mosques Endurance Cup, Tent Pegging World Championship and horseback Archery World Cup, and Richard Mille AlUla Desert Polo. There are plans to increase the facilities of the village and increase the number of hosted events in the coming months, including a training centre, equine hospital and air-conditioned stables.   Heritage News Giant Stone ‘Hand Axe’ Discovered in AlUla   A team of international archaeologists working with the RCU in AlUla discovered what is likely to be the largest stone ‘hand axe’ artefact found anywhere in the world. The giant artefact is more than a half a metre long (length: 51.3cm, width: 9.5cm, thickness: 5.7cm) and is believed to date back to the Lower-Middle Palaeolithic period, over 200,000 years old. The research team has been surveying a desert landscape to the south of AlUla, called Qurh Plain, looking for evidence of human activity in the ancient times. Archaeology is a crucial element in AlUla’s portrayal as a leading global destination for cultural and natural heritage. 12 archaeological missions are in progress from October to December 2023, with additional missions planned in winter and spring 2024. The fall 2023 period attracted an international gathering of more than 200 archaeologists and cultural heritage specialists. The RCU’s research team continues to unlock ancient mysteries as there is high potential to write new chapters of human history in Arabia and beyond.   Getting here and away   AlUla’s Destination Management Companies   At the start of 2024, AlUla announced five new Destination Management Companies (DMCs) to its list of preferred travel partners, now joining a group with three existing DMCs – Go Zahid, AlUla Guide Tours, and The Travelling Panter. The five new DMCs are EXO Travel, DMC Arabia, Tetrapylon, Discover Saudi, and Abercrombie & Kent. This expansion strives to provide travel agents, operators, and visitors with a diverse range of specialised services.   New airport terminal   The Royal Commission for AlUla officially announced the winning design for AlUla’s new airport terminal, chosen from a competitive global bid. The new terminal seeks to blend modernity, culture, and nature, incorporating a sustainability-focused design to link with AlUla’s breathtaking landscapes and luxurious amenities. The new terminal is part of a wider plan for AlUla International Airport designed to connect AlUla with the rest of the world. The winning design includes a luxurious five-star hotel, spa, and a spectacular range of retail outlets to redefine the standards of international airport experiences. The new airport terminal is expected to boost annual capacity from 400,000 to 6 million, and the terminal is set to revolutionise AlUla’s connection in a global platform making it accessible for international travellers to visit the fantastic destination.   Tourist Visas   Visitors can travel to Saudi Arabia with three types of visa available:   E-Visas – Saudi Arabia has a simple and fast e-visa system, making travel to The Kingdom straight forward for international travellers. Citizens across 49 countries can apply for an eVisa through the Visit Saudi website. The eVisa is one-year and multiple entry visa is allowed, giving tourists the chance to spend up to 90 days in the country.   Visa-on-Arrival – An alternative option for US and UK holders or Schengen visas can apply for the visa upon arrival.   Consulate Visa – Tourists from other countries can apply for a consulate visa through Saudi embassies and consulates.   Flights - Visitors wishing to experience more of Saudi Arabia can combine their visit with the attractions of Riyadh and Jeddah using the direct services from London and Manchester with Saudia Airlines.   AlUla’s International Airport is also served with direct services, 2 weekly flights between Dubai (DXB) and AlUla (ULH) from Dubai International Airport (DXB) with flydubai as part of a code share agreement with its parent company Emirates.   Since October 2023, Qatar Airways launched direct services from Doha into AlUla, operating twice-weekly flights on Fridays and Sundays, providing excellent connectivity from London Heathrow, London Gatwick, Manchester, and Edinburgh via Doha. This opportunity has increased accessibility to AlUla’s treasures.   AlUla International Airport is also served by flynas, one of the Saudi national air carriers and leading low-cost airline in the Middle East, and includes services from Dubai and Cairo, as well as domestic services between from Riyadh and Damman.   In January 2024, AlUla announced three new flight options with three major airlines providing enhanced connectivity and accessibility to the luxury boutique heritage destination.   The first announcement is a partnership with Saudia launching flights from Paris (CDG) to AlUla (ULH). The inaugural flight commenced on 28^th January and will continue until 28^th April. The flights are scheduled for every Sunday, operating one direct flight per week from CDG to ULH. Initially, there were three flights covering a one-way multi-city journey from CDG-ULD-RUH, but starting from 18^th February this will transition into a one-way direct journey from CDG-ULH.   The second announcement is a partnership with Gulf Air covering flights from Bahrain (BAH) to AlUla (ULH). Gulf Air plans to operate flights twice a week, scheduled for every Wednesday and Saturday with direct flights 2 cabins from BAH to ULH and back. This is a seasonal service which began on 3^rd February until 6^th February and then resume from 10^th April until 27^th April.   The third announcement is a partnership with Royal Jordanian launching flights from Amman (AMM) to AlUla (ULH). The flights are scheduled for every Tuesday and Friday, twice a week with direct flights 2 cabins from AMM to ULH and back. Royal Jordanian is launching a seasonal service to AlUla, beginning on 16^th February until 15^th March and then from 19^th March until 22^nd December.

Saudi tourism hailed a successful showing at ITB Berlin and secured over a dozen major new trade partnerships. It also celebrated the milestone of welcoming over 100 million tourists in 2023. The Saudi Tourism Authority (STA) secured more than 14 agreements, including major partnerships with Trip.com Group, Flynas and Eurowings. It has also inked new collaboration with Visit Bahrain, Visit Oman and Qatar Tourism. Minister of Tourism Ahmed Aqeel Al-Khatib said: “The 2024 Saudi pavilion showcased the bright future of tourism in our country.” “Our participation in ITB has strengthened relationships and cooperation with key international partners.” During ITB, STA and Trip.com Group unveiled a major partnership aimed at attracting 350,000 additional tourists to Saudi over the next year. This is STA's largest global partnership to date. STA joined forces with Flynas to launch a campaign aimed at boosting international visits to Saudi. The partnership will see a new Flynas route between Jeddah and Berlin launching from 1 September 2024, with three flights per. In another agreement between Germany and Saudi, the Saudi Air Connectivity Program and Eurowings signed an agreement to launch two direct routes connecting Cologne and Berlin to Jeddah, with the goal of beginning operations in October 2024. STA announced further partnerships with Visit Bahrain, Visit Oman, and Qatar Tourism which will see new promotional campaigns designed to attract new international tourists. The Saudi Tourism Authority has a large delegation of more than 55 representatives at ITB Berlin. Over the course of the event, more than 14,000 people interacted with the Saudi stand. it said. 

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