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 honour 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 honoured
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 travellers. 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.