Saudi Tourism Authority Impresses Global Audience at WTM 2025 with Bold Partnerships and Events

Saudi Tourism Authority Captivates at WTM 2025

The Saudi Tourism Authority (STA) made a strong impression at the World Travel Market (WTM) 2025, signing nine memorandums of understanding (MoUs) and facilitating twenty-seven agreements that linked Saudi partners with the global tourism sector. Over the course of the event, STA participated in more than 500 strategic meetings with travel professionals, reinforcing its intention to welcome around 116 million visitors in 2024 and aim for 60 million visitors in the first half of 2025.

At the heart of this presentation was the immersive "Saudi Land" pavilion. This captivating exhibit showcased the Kingdom's ambitious calendar of entertainment and events, highlighting the country as the world's fastest-growing tourism destination. The pavilion attracted global attention with partnerships aimed at enhancing cultural experiences and world-class events, such as Formula 1 races, MDLBEAST Soundstorm, and WWE Royal Rumble.

Abdullah Alhagbani, the Chief of Partnerships and Regulatory Affairs at STA, emphasized the significance of the event: "We came to WTM 2025 building on the momentum of welcoming nearly 116 million visitors last year. The achievements celebrated here belong to our partners and the entire tourism trade, who are at the heart of Saudi Arabia's success. Our presence here demonstrates our commitment to establishing significant global partnerships and unlocking new opportunities for investment, paving the way for the next chapter in tourism growth."

During the three-day expo, 71 Saudi partners engaged with international travel professionals, presenting a wide array of bookable products, travel packages, and highlights such as luxury openings at Shura Island and the launch of Six Flags Qiddiya City. One of the standout moments at WTM 2025 was the introduction of the first DMO Awards aimed at celebrating the excellence of destination management organizations. Diriyah won for "Best Authenticity" through its remarkable integration of authentic Saudi elements, while Qiddiya was recognized for "Operational Excellence" due to its superior service delivery and product knowledge.

The award for "Best of Show" went to Al Madinah, showcasing outstanding overall performance that combined authenticity, operational excellence, and measurable business impact. Furthermore, STA's commitment was underscored by its strategic partnerships and proactive steps towards boosting international connectivity within the tourism sector.

The Saudi Land pavilion saw over 14,700 visitors, who explored the diversified attractions of Saudi Arabia throughout the year, with a particular focus on world-renowned events and entertainment offerings. Engaging presentations provided insights into unique travel opportunities. The pavilion featured a segment inspired by Cristiano Ronaldo, emphasizing sports tourism and international engagement.

Throughout the event, Saudi culture was showcased via traditional craftsmanship and live cultural performances, presenting a creative blend of modern and traditional elements, including a dynamic DJ set from MDLBEAST. Additionally, partners found a connection zone within the pavilion, fostering direct collaboration and the formation of new partnerships.

WTM 2025 reaffirmed Saudi Arabia’s role as a major player in global tourism, providing a platform for new alliances and a significant opportunity for partners to explore innovative travel packages. Looking ahead, STA is eager to host the global tourism sector at TOURISE, a groundbreaking new platform set to take place in Riyadh next week, aimed at addressing core challenges, unlocking investments, and creating a sustainable roadmap for the future of tourism.

About STA: The Saudi Tourism Authority, established in June 2020, focuses on promoting Saudi Arabia’s unique travel destinations and enhancing tourism offerings through targeted programs and initiatives. With 16 representative offices around the world catering to 38 countries, STA is committed to developing its diverse tourism sector. Visit www.VisitSaudi.com for more information.