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 travellers, investors, and industry partners worldwide. -TradeArabia News Service