From races to pioneering, science-led wellness resorts, Saudi is rapidly emerging as one of the world’s most exciting wellbeing frontiers. Be it in the name of longstanding self-love or a new commitment to wellness for the new year, Saudi has plenty to offer fitness fanatics and spa-seekers alike, thanks to a growing calendar of events and openings   Across the region’s mountains, coastlines and ancient natural landscapes, visitors can pair traditional healing practices with cutting-edge therapies, guided training, endurance challenges and outdoor adventure. Below, we spotlight the standout wellness and fitness experiences and openings set to elevate holistic, movement-led travel in 2026   Races and Retreats Saudi T100 Triathlon **NEW** NOVEMBER 2026   The T100 Triathlon will make its highly anticipated debut, set to inspire endurance athletes from around the world against the striking backdrop of Saudi’s coastline. Designed as a landmark addition to the global triathlon calendar and due to be held annually, the event weekend will feature multiple race formats, catering to both elite competitors and ambitious amateurs across swim, bike, and run disciplines. Beyond the competition itself, the Saudi T100 will deliver a vibrant, festival-style atmosphere, with athlete villages, wellness and recovery zones, warm-up sessions, and community experiences that encourage participants and spectators alike to connect and celebrate the sport. Blending world-class competition with Saudi’s rapidly evolving sporting culture, the Saudi T100 Triathlon promises a dynamic and inspiring setting for athletes to test their limits while experiencing the destination’s unique energy and ambition.   AlUla Wellness Festival OCTOBER – NOVEMBER 2026   The AlUla Wellness Festival offers a rich blend of yoga, meditation, breathwork, sound-healing and holistic wellness - all set amid the sandstone oasis and mountain landscapes of AlUla, Saudi. With its 2026 edition running from October to November, the festival includes: 78 yoga, mindfulness, and movement sessions across resorts, natural landmarks and a dedicated multisensory zone called Five Senses Sanctuary. Visitors could pick from gentle sunrise meditations, breath-work, classical yoga and “flow” classes - or deeper wellness rituals such as sound healing, somatic therapy, massages, and therapeutic workshops. Fully committing to the body as well as mind and soul, festival scheduling will also include a number of races and physical challenges including the AlUla Duathlon, the scenic AlUla Half Marathon with multiple distances and the Ashar Valley Triathlon and a 24-hour endurance race, bringing competition and adrenaline to AlUla’s stunning landscapes.   New Fitness and Wellness Focussed Resorts    Jayasom Amaala TBC 2026   Jayasom Amaala will introduce the brand’s flagship Middle Eastern wellbeing destination on the unspoiled shores of the Red Sea’s Triple Bay. Designed as a fully integrative wellness retreat, Jayasom combines evidence-based therapies with a restorative, nature-led philosophy, creating a sanctuary dedicated to longevity, transformation, and mindful living. The resort will offer a collection of serene guestrooms, suites, and private residences, alongside specialized wellness pavilions for diagnostics, movement, holistic healing, and hydrotherapy. The food will center on nourishment and balance, with menus crafted around seasonal produce and functional nutrition. Guests will have access to tailored wellness programs spanning rejuvenation, emotional balance, fitness, and sleep optimisation, complemented by enriching activities such as guided coastal hikes, meditation under the night sky, marine conservation workshops, and traditional arts that celebrate the heritage of the region. Jayasom Amaala aims to set a new benchmark for integrated wellness in a destination where luxury and intention meet.   Equinox Fitness Resort Amaala TBC 2026   Equinox Fitness Resort Amaala will mark the brand’s first destination resort and is set to redefine high-performance living on the pristine coastline of the Saudi Red Sea. Designed for those who seek to train, recover, and live at their peak, the resort will feature refined guestrooms and suites alongside state-of-the-art training spaces, movement studios, recovery and spa facilities, and performance-led wellness environments. Nutrition will play a central role, with dining concepts rooted in precision fueling, seasonal ingredients, and Equinox’s science-backed approach to health and longevity. Guests will be able to engage in bespoke programs focused on strength, endurance, recovery, sleep, and mental resilience, enhanced by outdoor pursuits such as open-water training, sand dune hikes, and sunrise sessions along the coast. Equinox Fitness Resort Amaala is set to become a new global benchmark for luxury wellness, where disciplined performance and elevated design converge in one of the world’s most striking natural settings.   Six Senses Amaala TBC 2026   Six Senses Amaala will bring the brand’s renowned philosophy of sustainability, sensory-rich wellness, and barefoot luxury to the dramatic landscapes of Triple Bay. Embracing the natural contours of the coastline, the resort will offer elegant villas and suites designed to blur the boundaries between indoor comfort and the Red Sea’s raw beauty. True to the Six Senses ethos, guests can expect pioneering wellness programs, a signature Six Senses Spa with regionally inspired rituals, biohacking therapies, and personalized wellbeing journeys grounded in science and tradition. Dining will highlight local ingredients and Mediterranean influences, with immersive culinary experiences that connect guests to the land and sea. A curated roster of activities, from marine exploration and restorative yoga to cultural immersions, sustainability labs, and stargazing, will showcase the region’s ecological and cultural richness. Six Senses Amaala promises an eco-conscious escape where transformative wellness unfolds in harmony with Saudi’s most striking natural settings.   Clinique La Prairie Health Resort, Amaala TBC 2026   Bastion of global wellness, Clinique La Prairie, is to open its first full-scale health retreat in Saudi, and only the second to open outside of Switzerland. Housing guests in 52 rooms and suites plus 13 private villas, the resort will blend advanced medical diagnostics, personalised longevity programs and ultra-luxury tranquility, offering transformative stays rooted in science, nutrition, movement and wellbeing. Centered around a Longevity Plaza, the resort is divided into four wellness pillars: medical care, nutrition, movement and wellbeing. Guests will have access to a diagnostics lab, radiology, physio, neuroscience, aesthetics, and dentistry, alongside cryochambers, hyperbaric suites, IV infusions and next-gen therapies. Additional amenities include a cooking school, private training rooms, workshops, a beach club and private dining. Using the Clinique La Prairie Longevity Method, personalised programmes lasting at least a week aim to boost immunity, rejuvenate, and support healthy ageing.   Miraval The Red Sea, Shura Island:  Q2 2026   Miraval The Red Sea will mark the iconic US wellness brand’s first international opening resort on Shura Island, spanning an expanse pristine southern shoreline. Known for pioneering mind-body retreats. Miraval stands out for inventive, ritual-style treatments, a phone-free serenity ethos, and immersive, nature-rooted wellbeing experiences. The property will feature 180 luxurious rooms, suites, and villas, alongside dedicated mindfulness centers for art, yoga, and fitness. Guests can enjoy immersive culinary concepts including Rosemary, Palm Court Café, the Life in Balance Culinary Kitchen, and Sensory Herb Gardens. The expansive Life in Balance Spa will offer 39 treatment rooms and a menu globally inspired therapies, from signature Miraval experiences like Vasudhara flotation therapy and Nâga assisted stretching to the new, Saudi-inspired, Hammam Journeys. A rich program of activities, from Saudi storytelling and Arabic perfume making to stargazing, Saudi coffee rituals, and coastal and arid-land ecology, will bring this global standard of wellness to a setting which is unmistakably Saudi.

 

Where night skies, coastal calm, and design-led stays shape the season

  Ramadan is often associated with a gentler rhythm, but in AlUla and The Red Sea, that shift feels like stepping into another world of luxury, one shaped by vast landscapes, cool evenings, and experiences that unfold effortlessly from day to night. These destinations transform the season into an escape: It is a time when luxury stays open up in a new way, shaped not by mindfulness and presence, an invitation to reconnect with nature, indulge in exceptional hospitality, and let beautifully designed spaces frame every moment.   Culture, Heritage, and Luxury    Daytime in AlUla brings its history and landscapes into focus. Visitors explore Hegra’s monumental tombs, wander the alleys of Old Town, or discover archaeological and natural sites such as Dadan, Jabal Ikmah and the Hegra Wildlife and Nature Tour. Wellness finds its place, too, with yoga, stretching, and slow spa sessions blending seamlessly into the calm of the season. Sculpted cliffs, palm‑filled valleys and vast landscapes form a backdrop that feels expansive and grounding at the same time.   As evening arrives, experiences range from artistic installations like Arduna and Desert X, to cultural moments including the award-winning Incense Road Experience,  “A Place of Remembrance” and Old Town Ramadan Memories. Playful options like the Old Town Escape House offer story-driven challenges, while heritage sites including Daimumah, Elephant Rock, and Hegra are softly illuminated for evening exploration, and Maraya will host its first-ever Ramadan Iftar and Suhoor, complete with a cultural bazaar and live oud performances curated by Banyan Tree AlUla.   By night, AlUla shifts into a different rhythm. Its certified Dark Sky territories, Manara, Al Gharameel, and Sharaan National Park create ideal conditions for world-class stargazing.   AlUla’s dining scene follows the flow of the day. Cafés like Joontos and Pink Camel offer relaxed daytime breaks with light dishes and pastries, while Charcood and Pizza Bar IOI create memorable afternoons with smoky grills and cliffside views.   After sunset, Iftar unfolds at Villa Fayrouz, Tofareya and other restaurants offering comforting Saudi cuisine. For slower, post‑Iftar evenings, spots like 7Ribs, Minzal and Rock Café keep the atmosphere easy and welcoming.   This Ramadan, that sense of place is elevated even further as AlUla introduces exclusive seasonal offers across its premium hotels, spas, heritage experiences and wellness activities. Value-led hotel packages, long-stay perks ideal for remote workers, and curated Iftar and Suhoor menus across top resorts make this period one of the most compelling times to experience the oasis. With up to 20 weekly direct flights and cool winter temperatures ranging from 24°C by day to 7°C at night, the season invites visitors to explore the destination at its most serene.   AlUla’s luxury stays gain added depth from their surroundings. Banyan Tree AlUla’s villas sit between glowing desert formations; Our Habitas AlUla opens fully to the outdoors; Ashar Tented Resort and Shaden offer private pockets among cliffs; Chedi Hegra and Dar Tantora immerse guests in restored heritage settings. Many properties introduce seasonal Ramadan pricing or curated inclusions, making the season an ideal time to experience these one‑of‑a‑kind stays.   Clear Skies and Outstanding Natural Beauty   In The Red Sea, days stretch across 28,000km² of protected environments and more than 90 untouched islands. Calm lagoons, coral reefs and quiet coastlines invite swimming, sailing, guided snorkeling, diving, and marine discovery. Light plays across dazzling turquoise water, setting the tone for a retreat centered on nature.   Evenings arrive gently. At  Shebara, steel‑skinned villas reflect the shifting light, while Desert Rock reveals sculptural contours under subtle illumination. Culinary experiences define the night, Saudi cooking classes at Basalt, intimate dining at Observatory and Cave Gallery, and limited‑edition tasting menus like Chef Matthias’s seasonal creations at Nyra. Wellness integrates naturally, from music‑led therapies at The Listening Room to slow, sensory spa evenings.   The Red Sea’s culinary approach is refined yet grounded in place: seafood-led menus, chef‑driven concepts and elevated Iftar and suhoor offerings, particularly on the Ummahat Islands, at Nujuma, the  St. Regis Red Sea Resort, and InterContinental Red Sea. Meals feel curated, intimate, and shaped by the surrounding landscape.   Shebara and Desert Rock offer 20% savings on stays of three nights or more during Ramadan. On the Ummahat Islands, The St. Regis Red Sea Resort delivers world class stargazing and Nujuma refined calm, while InterContinental Red Sea introduces a more active rhythm with included transfers, activities and dining. At Six Senses Southern Dunes, guests receive 30% off plus a “Stay Two Nights, Get the Third Free” option, with Iftar and suhoor seamlessly woven into the stay. You can find more Red Sea activities and cultural experiences throughout the season here.   Where the Season Becomes an Escape   In AlUla, Ramadan is defined by majesty, presence, and some of the world’s best protected night skies. In The Red Sea, it is expressed through water, light, and architectural symbiosis with nature. Together, they offer travelers a new kind of seasonal escape, one where luxury is unhurried; landscapes feel cinematic, and each day and night unfolds as an experience in itself.

  Saudi in 2026 is full of life, color, culture, and adventure. Whether you’re yearning for big city thrills, ancient landscapes, or island escapes, this is your go to guide for Saudi’s iconic destinations and what to experience across the country this year.   Riyadh: Where Excitement Never Slows Down   Riyadh is the beating heart of Saudi, a city alive with ambition, culture, and unstoppable momentum. Soaring skyscrapers rise beside thriving creative and financial districts, world‑class dining, reflecting a capital confidently shaping the future. Riyadh never sleeps, thriving on innovation, style, and a magnetic energy that pulls you in from the moment you arrive. Across its cultural quarters, museums, and design‑forward spaces, Riyadh invites you to experience heritage and modernity in perfect harmony.   In 2026, the city’s pulse is only quickening. Riyadh Season, transforms the capital into a months‑long festival of concerts, immersive worlds, and blockbuster entertainment. This is also the year Riyadh hosts the first‑ever WWE Royal Rumble outside North America, welcomes back the Saudi Cup, the world’s richest horse race, and stages LIV Golf, elite combat sports, and top‑tier tennis championships. Thrill‑seekers can dive straight into adventure at Six Flags Qiddiya, home to Falcon’s Flight, the world’s longest, tallest, and fastest roller coaster. Food lovers will find the city stepping onto the global culinary stage with the debut of the Michelin Guide Saudi, celebrating both local talent and international stars.   Look out for: W Riyadh KAFD (opening 2026) for modern energy and style, or Conrad Riyadh Laysen Valley (coming soon) for timeless luxury.   Diriyah: Culture, Flavor, and History Come Alive   On the outskirts of Riyadh, Diriyah feels like a different world, blending historic soul with modern style in a way few places can match. This is the birthplace of Saudi and home to the UNESCO listed At-Turaif district where mudbrick palaces and narrow lanes set the scene for immersive heritage experiences and beautifully restored architecture. Across the valley, Bujairi Terrace is one of the most atmospheric dining spots in Saudi, with worldclass restaurants overlooking the illuminated historic district. Creativity thrives in the JAX District, and 2026 brings another edition of the Diriyah Contemporary Art Biennale, turning the area into a lively hub for art lovers.   Look out for: Armani Hotel Diriyah (opening 2026) for sleek sophistication, or Aman Wadi Safar (opening 2026) for peaceful, nature inspired luxury.   AlUla: Otherworldly Beauty and Endless Discovery   AlUla is a destination that genuinely feels magical. Its towering sandstone cliffs, carved tombs, expansive canyons and contemporary art installations make it one of the most photogenic places on the planet. In 2026, its event calendar is packed: the AlUla Wellness Festival for mindbody resets, the Ancient Kingdoms Festival for immersive cultural discovery, Desert X AlUla for groundbreaking outdoor art, plus Desert Polo, the Half Marathon and more. As the only place in the GCC with International Dark Sky certification, AlUla offers incredible stargazing in places like Gharameel, Raggasat Valley, and Ashar Valley, where the night skies are among the clearest on Earth. Hegra’s nighttime shows bring Nabataean tombs to life under starlit skies, while Maraya continues to draw global performers inside its vast mirrored façade.   Look out for: Banyan Tree AlUla for canyon side luxury, or Aman Hegra (opening 2026) for a refined escape shaped by the desert.   Jeddah: Coastal Culture and Waterfront Energy   Jeddah is a city with an effortless, cosmopolitan spirit, warm, lively, and rich with character. Historic Jeddah’s restored coral‑stone buildings, wooden balconies, and winding alleyways create an atmosphere that feels timeless, especially at golden hour. Across the city, creative spaces, cultural hubs, and buzzing dining spots give Jeddah its signature mix of tradition and modern flair. TeamLab Borderless Jeddah adds a striking futuristic dimension, inviting visitors into immersive, interactive digital worlds.   Meanwhile, the Jeddah Corniche offers vibrant promenades, marinas, outdoor experiences, and a social scene that stays bright well into the night.  And in March 2026, the city’s energy peaks with the return of the Formula 1 Saudi Arabian Grand Prix, racing through its dramatic waterfront circuit and drawing the eyes of the world to Jeddah once again.   Look out for: Raffles Jeddah (opening 2026) for refined Red Sea luxury, or Four Seasons Jeddah (coming soon) for contemporary waterfront elegance.    The Red Sea: Barefoot Luxury and Island Dreaming   If turquoise lagoons, pristine coral reefs, untouched islands, and calm luxury are calling your name, the Saudi Red Sea is your paradise on earth in 2026. It is where serenity, style, and untouched natural beauty come together in one extraordinary coastline. This highly sought-after luxury destination is defined by calm, crystal‑clear waters, pristine islands, and landscapes that feel worlds away from everyday life. Shura Island is rapidly shaping into one of the globe’s most anticipated new resort hubs, where contemporary design blends seamlessly with its breathtaking surroundings.   New openings, including SLS Red Sea and The Red Sea EDITION, join standout stays such as Shebara Resort's futuristic overwater villas and the dramatic, cliff‑carved Desert Rock. Beyond the outstanding natural beauty, the Red Sea resorts offer some of the region’s most tranquil wellness moments, from slow, sun‑drenched days to snorkeling, diving, and peaceful explorations of its vibrant marine world. It’s the perfect, restorative contrast to a high‑energy city break.   Look out for: Desert Rock for a one-of-a-kind nature carved stay, or SLS Red Sea for stylish island luxury.   Why Saudi Should Be on Your 2026 Travel List   The beauty of traveling in Saudi is how effortless it is to experience dramatically different landscapes in a single trip. Go from roller coasters in Riyadh and ancient pathways in Diriyah to ancient tombs in AlUla to activity-filled days in Jeddah to island luxury in The Red Sea. Wherever you go, Saudi welcomes you with warmth, color, flavor and moments you’ll want to relive again and again.

  Saudi is a true year-round destination, where every month unlocks a completely different side of the country- from winter sunshine in The Red Sea and world-class sporting spectacles in AlUla, to springtime rose valleys in Taif, cool mountain escapes in Aseer, and summer forests in Al Baha. Whether you’re chasing adventure, culture, nature, unparalleled luxury or pure relaxation, there is always somewhere in Saudi at its seasonal best, offering travellers a reason to return again and again.   JANUARY Diriyah Contemporary International Art Biennale   Start your year with a healthy dose of culture and head to Diriyah for the town’s International Art extravaganza. Titled In Interludes and Transitions, this year's theme draws from a colloquial Arabic phrase which refers to the cycles of encampments and journeys in nomadic communities in the Arabian Peninsula, taking as a point of departure the movements, migrations, and transformations that continue to connect the Gulf region with the world. The exhibition opens on 30^th January and runs until 2^nd May.   Outside the event, you can explore the UNESCO World Heritage site’s historic streets and impressive At-Turaif Fort. 2026 will see a wave of high-profile new properties open in and around Diriyah, such as the Amansamarand the Oberoi Wadi Safar, or you can stay at the much loved and historic Bab Samhan. With increased BA flights to Riyadh over the Winter months, what’s stopping you?   FEBRUARY Experience the oasis of life: Al-Ahsa    A green jewel in Saudi’s eastern plains, Al-Ahsa Oasis is a UNESCO-recognized wonder and the largest palm oasis in the world, with more than 2.5 million date palms stretching as far as the eye can see. The landscape tells a story of resilience and harmony between nature and people, from ancient canals and springs to traditional farms that have sustained communities for millennia.   Travelers can wander through Al-Qaisariya Souq, explore the historic Qasr Ibrahim Fortress, or sample the region’s famous khalas dates straight from the source. Whether cycling through the groves or watching the sunset over Al-Asfar Lake, Al-Ahsa embodies the calm, authenticity, and warmth that define Saudi’s hidden gems.   MARCH Mantas and more: Shura Island    March is the perfect time to visit Shura Island, Saudi’s newest destination in the Red Sea, when the weather is warm but not scorching - averaging a blissful 26°C - and the crystal-clear waters come alive with marine life. It’s peak season for spotting majestic manta rays gliding through the reefs, alongside sea turtles and schools of tropical fish in vibrant coral gardens. On land, guests can tee off at The Red Sea’s first championship golf course and the largest in the country, Shura Links, framed by sweeping ocean views, and check in to new world-class hotels including The Red Sea Edition and SLS The Red Sea. Sea. With perfect conditions both above and below the surface, March marks the ultimate moment to experience Shura Island at its most magical. With perfect conditions both above and below the surface, March marks the ultimate moment to experience Shura Island at its most magical.   APRIL  Ultimate whiplash in Jeddah: History and High Speed F1 in Jeddah   Historic Jeddah is a living, breathing slice of the past. Stroll through narrow lanes lined with coral-stone buildings, their wooden rawasheen balconies standing as a reminder of the city’s seafaring roots. Once a bustling port for pilgrims and traders, Historic Jeddah is now a UNESCO World Heritage Site that hums with life. Wander the souks, taste fresh bread from ancient bakeries and lose yourself in the magic of a city that wears its history on its sleeve.   April also sees the return of the Saudi Arabian Grand Prix, taking place from 17^th-19^th. The race will be the fifth round of the season, the 6.174 km coastal circuit with 27 corners is the longest street-type track on the Formula 1 calendar and the fastest street circuit, offering a striking contrast with the ancient streets of Historic Jeddah.   MAY Passionate for petals? Rose Festival in Taif    The Taif Rose Festival is a vibrant annual celebration held each spring in the city of Taif, marking the harvest of its famed Damask roses through floral displays, traditional performances, and community events. At its heart lies a massive rose carpet and showcases of rose-based products, such as locally made perfumes, beauty products, food and drinks. Culturally, Taif’s roses have been used for centuries in medicine, cuisine, beauty, and religious rituals, with families passing down rose cultivation and distillation skills across generations. In recognition of their deep-rooted importance, UNESCO inscribed Taif’s rose-related practices on its Intangible Cultural Heritage list in 2024, highlighting their role in preserving identity, economy, and social cohesion. Taif is just a two hour drive up into the mountains from cosmopolitan Jeddah, making it a perfect contender for a twin destination trip.   JUNE See Ancient Rock Art: Hail    Tucked between volcanic plains and sandstone peaks in Saudi’s northwest, visitors can get a sense of Saudi’s history in Hail. Once a vital stop on ancient trade and pilgrimage routes, the region is rich with stories etched into its landscapes - nowhere more so than at Jubbah and Shuwaymis, its UNESCO-listed rock-art sites. Here, travellers can stand before thousands of ancient petroglyphs carved into sandstone: hunters, ibex, ostriches, lions, early Arabic inscriptions, and even some of the oldest depictions of dogs on leashes in Arabia. Jubbah lies on an ancient lakebed ringed by dramatic outcrops, while remote Shuwaymis reveals millennia-old scenes that feel unexpectedly alive.   Travellers can wander the lively  Barzan Market, trace the footsteps of explorers at Al Qishlah Palace, or venture into the rugged countryside for hikes among sculpted rock formations and star-filled night skies of astrological discovery, thanks to the region’s recent Dark-Sky accreditation*. Whether sipping traditional Saudi coffee (gahwa) with local hosts or exploring its timeless diverse scenery, Hail offers a serene, soulful glimpse into the heart of northern Saudi.   JULY Al Baha: Forested Valleys and the New Face of Highland Luxury   Nestled between Aseer and Taif, Al Baha is an oasis city in the Sarawat mountains, defined by pine-clad hills, hidden waterfalls and terraced farms. Known for its cool climate, rich biodiversity and peaceful forests, it’s fast becoming a favourite for nature-led escapes. Nearby, the Shada Mountains hide ancient cave markings, while the 10th-century village of Thee Ain offers a striking glimpse of historic mountain life. Khairah Forest and Raghadan Park provide shaded trails alive with birdsong, where twitchers may spot Arabian Waxbills,  , Philby’s Partridges and even the tiny Saudi Treefrog. Soon, the sustainably designed Mantis Al Baha Hotel will add a new chapter to the region with mountain trails, wellness experiences and dining rooted in local ingredients.   AUGUST Beat the heat and experience one-off wildlife encounters: Aseer    Tucked in the southwest highlands, Aseer provides respite from the Summer heat and is home to Al Soudah, Saudi’s highest peak at 3,000 meters.  Aseer is home to several national parks, all with plenty of hiking trails to suit all levels, such as Aseer National Park, making it the ideal getaway for nature lovers who want to try something different.   As well as captivating mountain views, the region is characterised by its diversity of vegetation, with steep slopes dominated by juniper forests, wild olives, acacia trees, and various other species of cacti. Aseer is also home to a variety of wildlife, such as the Arabian wolf, Rock hyrax, Caracal, Mongoose, and several species of birds, including Arabian woodpeckers and the Aseer magpie.   SEPTEMBER An authentic taste of Saudi at the annual Date Festival, Qassim   Fancy yourself a dab hand at haggling? Time to learn from the pros: Buraydah’s annual Date Festival which takes place every August and September in Qassim region’s capital is rooted in historic trade route heritage, and allows visitors sample Saudi’s top date varieties while witnessing traditional auctions and haggling over kilos of the harvest’s finest produce. Nearby, local vendors whip up date molasses and Kleija, a date-filled pastry typical of the region., but there is more to Buraydah beyond its famed fruit: the city is also home to the world’s largest Camel Market, which offers another authentic link the region’s history and trading culture, and is worth witnessing for the electric atmosphere, even if you are not in the market for a dromedary. Visitors can learn more about Qassim’s ancient trade ties at the Al Oqiylat Heritage Museum, which charts ancient merchant journeys that once connected Qassim across Arabia. Travellers can also explore Ushaiqer Heritage Village and Al Mithnab to see how communities along these routes once lived.   Not just known for trade, Qassim’s location on Wadi al-Rimah and its ancient water channels and rich soils enabled bountiful farming for centuries. For a breath of fresh air, leave the city for the date orchards, citrus groves and thriving farms which provide Qassim with the produce it is famed for- Derity Farm Resort welcomes guests to sample rural life and Qassim’s agricultural legacy.   OCTOBER Refresh and Reset for Autumn in AlUla    In the heart of Arabia’s ancient landscape, AlUla rises as a destination defined by breathtaking natural wonders and extraordinary experiences. Over the years, it has become a destination for wellbeing, and October 2026 sees the annual AlUla Wellness Festival. It invites visitors to discover your inner calm surrounded by the awe-inspiring sandstone cliffs of AlUla, where the arid beauty of the ancient landscape 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. Open to amateurs and seasoned wellness enthusiasts alike, this festival invites guests to relax, recharge, and reconnect.   The new design-led Sharaan by Jean Nouvel opens in 2026 - carved into the iconic rock formations, this will be the ultimate place to retreat for serenity amid the breathtaking natural landscapes.   NOVEMBER Riyadh Season takes centre stage   Opening in late October 2026, Riyadh Season, one of the world’s largest entertainment and events festivals will be in full swing by November- transforming the Saudi capital with dedicated pop-up zones, like Boulevard City, and a packed calendar of world-class events, ranging from WWE’s Smackdown and the Women’s Tennis Association Finals to Soundstorm. But beyond its headline shows and mega zones lie another side to the city: rooftop cafés, easy access to adventures in nature and creative spaces that reveal Riyadh’s cool, contemporary spirit. Riyadh Seasons runs until March 2027 and as it 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.   November in particular sees the launch of the Noor Light festival – previous editions have seen record-breaking installations illuminate the city, and 2026 promises to be a feast for the eyes.   DECEMBER Give yourself the gift of wellness in AMAALA, the Red Sea     Set against a harmonious blend of awe-inspiring mountainous landscapes, sparkling seas, and vibrant coral reefs, Triple Bay, AMAALA is poised to be the ultimate wellness escape to gift yourself at the end of a busy year. By December 2026 three world-leading resorts - Clinique La Prairie, Jayasom and Miraval - open within its tranquil bays. With La Prairie bringing its science-driven longevity programmes, Jayasom offering holistic healing rooted in both Eastern and Western therapies, and Miraval introducing its signature mindfulness-led wellbeing experiences, Amaala will combine cutting-edge rejuvenation with pristine nature, warm winter sunshine and a deep sense of seclusion, making it the perfect place to reset and restore at the end of the year.   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. The celestially curious will love stargazing in unrivalled dark skies, or hike to Wadis and along the sandstone paths where sandy expanse meets sea brilliance. 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.   *Al Nafud Desert, which covers much of Hail, received Dark Sky status in December 2025. Spanning 13,416 km², it will be the largest Dark Sky Park in the MENA Region. (DarkSky)

  As Winter approaches and European peaks become dusted with snow, Saudi’s mountainous highlands are redefining what a winter escape can be. Frost-phobic travellers seeking crisp air and dramatic views without the winter chill can explore regions such as Aseer, Al Baha and Taif for their Alpine fix, each offering temperatures in mid-teens-to-twenties, perfect for outdoor adventure and authentic culture at high altitude.   Aseer welcomed around eight million visitors in 2024*, marking a near 49% rise in tourism** and signaling a new era for Saudi’s highland destinations. New infrastructure and hospitality investment are rapidly transforming the region, including an expanded airport [DE1] due to open by 2028 and multiple luxury resort developments.   Al Baha, a city perched in Saudi’s Sarawat Mountains is another highland destination to watch: Mantis Al Baha, a 100-room eco-luxury mountain resort featuring a spa, fine dining and an adventure park is currently under development, bringing a new level of sustainable sophistication.   Meanwhile, later in the season Taif’s famed Rose Festival returns in April 2026, filling the mountain air with the scent of millions of blooming Damask roses, drawing visitors for its flower carpets, artisan markets and perfume-making workshops. Just inland from Jeddah and the Saudi Red Sea shores, you can travel from white-sand beaches to lush mountain-scapes in just two hours.   Aseer: The Highlands of Culture and Cloud   Rising above 3,000 metres in the country’s southwest, Aseer has become one of Saudi’s most distinctive mountain destinations. Its mist-shrouded peaks, juniper forests and ancient stone villages are ideal for those seeking a slower, more soulful pace of travel. Visitors can explore the terraced heritage village of Rijal Almaa, known for its vividly painted Qatt art, or ride the cable car down to the hanging village of Al Habala, which clings to the cliffs below.   Trails through the Soudah highlands offer views across cloud-filled valleys, while clear winter nights are perfect for stargazing and mountain camping. If you’re lucky, you may even spot wolves or a family of baboons. The region’s surge in tourism comes following a multi-billion-riyal investment plan aligned with Saudi Vision 2030, which includes plans for new developments, such as Soudah Peaks, as well as increased accommodation and infrastructure. Yet Aseer continues to retain a deep sense of heritage that captivates everyone who visits: during a trip to Saudi in 1999, King Charles III was inspired to paint “Overlooking Wadi Arkam” after visiting Aseer and described its shifting mountain light as among the most inspiring he had ever seen.   Al Baha: Forested Valleys and the New Face of Highland Luxury   Tucked between Aseer and Taif, Al Baha is an oasis city in the Sarawat mountains - home to pine-clad hills, hidden waterfalls and terraced farms. Often described as Saudi’s [DE2] most “European-feeling” region, its cool winter temperatures, remarkable biodiversity and peaceful forests make it an emerging favourite for nature-based travel. The nearby Shada Mountains meanwhile are home to cool caves inscribed with ancient markings, while Thee Ain – the striking village built is of polished volcanic stop, atop a white rocky outcrop which dates back to 10^th Century, offers a glimpse into centuries-old mountain life.   For nature lovers, Khairah Forest and Raghadan Park invite visitors to wander beneath shady canopies alive with birdsong. Twitchers will delight at sightings of Arabian Waxbills, Yemen Linets and Philby’s Partridges… and if you look closely, you may even spot a tiny Saudi Treefrog.   The coming years will see a new chapter for the region with the opening of the upcoming Mantis Al Baha, part of a global collection of eco-resorts known for their sustainable design and wildlife-inspired luxury. The resort will blend contemporary comfort with a strong sense of place, offering mountain trails, wellness treatments, and fine dining inspired by local ingredients - a fitting addition to a region long celebrated for its serenity and beauty.   Taif: Roses in Bloom and a Season of Celebration   Just a two-hour drive from Jeddah but a world away in terms of climate, Taif has been a mountain retreat for centuries, where orchards and rose gardens thrive on its cool plateaus. Every spring, in April the city bursts into colour for the Taif Rose Festival, when more than 900 farms from the surrounding valleys harvest the famous Damask rose. In 2026, the festival will once again fill Al Ruddaf Park with intricate floral carpets, rose sculptures and artisan workshops, while perfumers distil rose oil using traditional methods passed down for generations.   If you decide to hold off your trip until Summer, the annual Okaz festival is the definitive celebration of traditional Saudi culture. Taking place in July or August, the extravaganza includes a camel march, falconry and horse-riding displays, a poetry competition, as well as the opportunity to learn about and buy traditional Saudi handicrafts and gorge on local delicacies.   Beyond the festivities, Taif’s Al Shafa and Al Hada highlands are perfect for hiking, scenic drives and cable-car rides over the valleys below. You can visit local fruit farms or markets to sample locally produced honey, figs and pomegranates, or learn about the town’s history on trade and pilgrimage routes at Shubra Palace Museum, a former palace built by the Saudi royal family in distinctive Hijazi architecture 1904. It’s a softer, more fragrant take on the winter escape - where the scent of roses replaces the chill of snow.

  While European Winter keeps us home and indoors, Saudi is just warming up. Through its Unreal Calendar, the country brings an action-packed selection of headline global sports, culture, and entertainment – all unfolding across vibrant cities, dramatic natural settings, and UNESCO heritage locations.   From football icons and motorsport heroes to international arts and luxury lifestyle events, every moment invites travelers into world-class experiences. Come for the headline-making event - and stay for more incredible travel journeys you won’t find anywhere else.   Dakar Rally: Where Legends Race Across Extraordinary Landscapes January 3–17, Across Saudi The world’s toughest rally returns to Saudi, sending elite drivers and riders across Yanbu, AlUla, Ha’il, Riyadh, Wadi Ad-Dawasir, Bisha in Aseer, and Al-Henakiyah. Expect global champions like Nasser Al-Attiyah (Qatar), Sebastien Loeb (France), or Carlos Sainz (Spain) - alongside Saudi’s own Yazeed Al-Rajhi - pushing performance to the limit in terrain that tests endurance and skill. Off-track, fans can explore ancient heritage, stargazing experiences, and coastal dining along the Saudi Red Sea. Spanish Super Cup: Football Royalty Returns to Jeddah January 8–12, Jeddah The giants of European football - Real Madrid, Barcelona, Athletic Bilbao, and Real Mallorca - clash in Jeddah, turning the Spanish Super Cup into a marquee global sports event. Expect global stars such as Vinícius Jr., Pedri, Dani Carvajal, along with up-and-coming talent, bringing world-class football to Saudi. Fans will enjoy match-day magic and a city alive with culture, nightlife, and Jeddah’s views. It’s more than a match - it’s a full fan journey where memories extend far beyond the final whistle. AlUla Arts Festival: Creativity Reimagined in a Living Masterpiece January 15 – February 16, AlUla Against one of the world’s most breathtaking backdrops, renowned artists like James Turrell (USA), Agnes Denes (Hungary / USA), and Tarek Atoui (Lebanon/France) converge for a festival of global cultural relevance. Installations, performances, and immersive exhibitions blend ancient heritage with cutting-edge creativity. Visitors can stay at luxury resorts nestled among monumental rock formations and enjoy starlit fine dining - a perfect invitation to stay for more artistic inspiration. AlUla Desert Polo: Style Meets Sporting Prestige January 16–17, AlUla Polo returns to AlUla with some of the world’s top players and well-known international teams competing in an extraordinary setting. Expect participating clubs with players from the UK, Argentina, and Europe, delivering elite equestrian sport paired with glamour, premium hospitality, and lifestyle appeal. For those seeking elegance and sport combined, AlUla promises a luxurious winter escape. Balad Beast: Music Takes Over a UNESCO Gem January 30–31, Historic Jeddah Balad Beast transforms the alleys of a heritage city into a global music hub. International headliners and regional stars perform across multiple stages, with immersive art and lighting transforming historic architecture into a creative playground. Previous editions have featured global heavyweights such as 21 Savage, Metro Boomin’, and Wiz Khalifa, underlining the festival’s scale and appeal. Day or night, stay for more in Jeddah, from vibrant cafés to waterfront nights along the coastline. WWE Royal Rumble: A Global First in Riyadh January 31, Riyadh WWE’s most iconic event lands in Riyadh for the first time outside North America, featuring globally recognized superstars like Roman Reigns, Seth Rollins, Becky Lynch, and surprise appearances by legends. Fans can expect larger-than-life moments and dramatic showdowns. After the final bell, Riyadh’s vibrant dining and nightlife scene keeps the energy alive. LIV Golf Riyadh: When Golf Becomes a Night Out February 4–7, Riyadh Under floodlights, global golf stars such as Phil Mickelson, Brooks Koepka, Dustin Johnson, and Bryson DeChambeau compete, combining elite performances with music, social zones, and a nightlife atmosphere. It’s a weekend that redefines what golf can feel like, stylish, energetic, and social, perfect for fans and travelers alike. Saudi Cup: The World’s Richest Race Week February 13–14, Riyadh Top international jockeys and thoroughbreds from the United States, Europe, the UAE and more gather for a race weekend like no other. With high stakes, lavish hospitality, and elegant spectator culture, including couture-style racewear and global social buzz, Saudi Cup delivers both sport and prestige. A perfect reason to stay and enjoy later nights in the city. Formula E: The Future of Racing Sparks Jeddah to Life February 13–14, Jeddah Formula E brings electric motorsport to the coast, combining cutting-edge tech and youth-driven energy. International drivers like Sebastian Buemi (Switzerland), Jean-Éric Vergne (France), and rising E-Series stars deliver high-speed action and sustainable racing. With waterfront nightlife, fan zones, and fresh vibes, it’s a hit for young global audiences seeking adventure and innovation. Formula 1 STC Saudi Arabian Grand Prix: Night Racing Like No Other April 17–18, Jeddah On the world’s fastest street circuit, F1’s elite stars, Max Verstappen, Lewis Hamilton, Charles Leclerc, and others, battle for victory under the night sky. Fans can expect VIP hospitality, electronic music performances, immersive fan zones, and electric city energy along with Jeddah. It’s not just a race; it’s a full-scale entertainment weekend - the perfect reason to stay for more coastal luxury and vibrant nights.   A Season That Doesn’t End with the Final Whistle   From globally recognized events to world-class competitive sport, immersive culture and nightlife, Saudi offers a season where the world comes together. Powered by the Unreal Calendar, the action doesn’t stop at the podium, finish line, or final encore - every moment opens the door to iconic destinations, new adventures, and unexpected travel discoveries. Whether experiencing a high-stakes Grand Prix, a pulsating music festival, or an art exhibition under the starlit sky, every visit becomes a reason to stay longer, explore deeper, and create memories that go beyond the final lap, match, or concert.   This winter–spring, don’t just attend, stay for more in Saudi, where the Unreal Calendar brings unforgettable experiences all year long.

  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.

  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.

 

• 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.

 

• 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. 

  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:  

1.  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.  

2.  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.

 

3.  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.  

4.  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.

 

5.  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.

 

6.  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.  

7.  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

  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.