Previously considered the “best-kept secret” among global travelers, Saudi Arabia has emerged as an essential travel destination for Europeans.
At the ITB Berlin 2025 conference, Saudi Tourism Authority’s CEO, Fahd Hamidaddin, informed Euronews Travel that European arrivals increased by 24 percent in 2024, positioning the nation as an emerging global center for sports, with a higher number of events compared to Las Vegas.
With major sporting spectacles such as the 2034 FIFA World Cup on the horizon, alongside opulent getaways along the picturesque shores of the Red Sea and adventurous desert camps beneath the vast starlit skies, Saudi Arabia caters to a wide array of traveler preferences. This makes it a perfect ‘best of both worlds’ destination for visitors with varied interests.
There are more tourists from Europe visiting Saudi Arabia than any other place.
“Saudi Arabia remains one of the greatest and biggest mysteries hidden from travelers across the globe,” asserts Fahd Hamidaddin, Chief Executive Officer of the Saudi Tourism Authority.
Last year, we saw the most significant expansion originating from Europe, where growth attributed solely to this region reached 24 percent, including women accounting for 44 percent of that total.
When we began in 2019, our aim was to reach 100 million visitors by 2030. However, by the close of 2023, we surpassed this target with over 106 million visits.
“The current objective has been set at 150 million, with our growth rate consistently doubling each year. Over the last four years, we have maintained our position as the quickest-expanding travel destination globally.”
From the breathtaking Red Sea shoreline to extensive
desert landscapes
And with premier sporting events, Saudi Arabia provides a distinctive mix of adventurous activities, rich cultural experiences, and luxurious amenities.
Below are the top methods to explore the Kingdom in 2025.
From FIFA World Cup to Formula 1 Grand Prix: The globe’s top athletic mecca
Saudi Arabia has rapidly emerged as a major force in international sports tourism.
Elite sports figures such as Cristiano Ronaldo, Tyson Fury, and Max Verstappen have all participated in events on Saudi Arabian turf, along with significant
sporting events
attract people from all over the world.
In 2034, millions of people will descend upon Saudi Arabia for the FIFA World Cup, whereas 2025 is poised to be brimming with various sports competitions.
This April, the AFC Asian U17 Cup will highlight some of Asia’s most promising young football talents, whereas motorsport enthusiasts can watch Lewis Hamilton adorned in Ferrari red as he competes at the Jeddah Corniche Circuit during the Saudi Arabian Formula One Grand Prix.
During August, basketball enthusiasts have the opportunity to see top-tier national teams from across the continent compete for glory at the FIBA Asia Cup. In contrast, tennis aficionados will be treated to matches featuring the planet’s elite eight players when they take center stage at the WTA Tour Finals in November.
“Every major sports event, whether it’s a Formula One race or the World Cup, is accompanied by a range of cultural activities,” according to Hamidaddin.
“Saudi has been hosting more events per week than Vegas had events per week, from the Formulas, to boxing, to the World Cup, to tennis, and Dakar [Rally – the off-road endurance event].”
Sun, sand, and tranquility: Enjoy ultimate luxury at The Red Sea
Boasting untouched shorelines, exceptional sea creatures, and an array of luxurious five-star resorts, the Red Sea spans across 28,000 square kilometres along Saudi Arabia’s west coast, making it a heavenly destination.
So far, two upscale developments have debuted along its coastline, featuring the Six Senses Southern Dunes, and the St. Regis Red Sea Resort which boasts overwater bungalows extending out above the clear blue waters.
The Saudi Red Sea is the biggest vertical Riviera globally,” says Hamidaddin. “It’s an exceptional location extending from the northernmost point of Neom and Sindalah Island all the way down to the southern part of the Saudi coastline.
By the conclusion of 2025, this location will accommodate 16 resorts, and by 2030, an additional 34 resorts will bring the total count up to 50.
luxury marinas
, golf courses, and housing developments.
The developer of Red Sea, the destination manager, emphasizes that sustainable growth lies at the core of their initiative. Seventy-five percent of the area’s islands will remain undisturbed, with the remaining portion set for development.
renewable energy
.
Setting up camp beneath the stars in Saudi Arabia’s desert regions
Approximately 30 percent of Saudi Arabia’s land area is blanketed by
desert
,
Moreover, the region is renowned for its majestic dunes, ranging from the crimson tones of the Ad Dahna Desert to the vast wilderness of Rub’Al Khali (TheEmptyQuarter), which holds the title as the planet’s most extensive uninterrupted sandy terrain.
The vast Arabian sand dunes present a globally renowned attraction in the winter season, possibly rivaling major attractions around the world.
safari
in Africa and
skiing in the Alps
,” says Hamidaddin.
“Whether you’re into sand therapies, engaging in sand sports, seeking thrilling adventures, or enjoying stargazing, there’s an abundance of activities to experience, such as bearing witness to
rewilding initiatives
Through which we’ve introduced 21 species to establish a new animal kingdom.”
In the historic city of AlUla, you have the opportunity to go on camel rides, camp out in the desert, and gaze at the stars across the expansive night sky.
To seek further adventures, trek through the Red Sands vicinity.
Riyadh
Or venture into the historic Najd region, where off-road adventures stand unmatched.
If you’re seeking an adrenaline-pumping experience amidst the desert landscape, visit the Edge of the World—a breathtaking 1,131-meter cliff located within the Tuwaik mountain range close to Riyadh. This spot offers climbers the opportunity to ascend dizzying elevations and enjoy some of the nation’s most stunning vistas.