Saudi Tourism Dazzles at WTM 2025, Solidifying Global Partnerships and Engagements

Saudi Tourism Dazzles at WTM 2025

The Saudi Tourism Authority (STA) made a remarkable impression at the World Travel Market (WTM) 2025, sealing nine agreements with partners and facilitating 27 agreements between Saudi and global tourism sectors. This event was a strategic platform, hosting over 500 meetings aimed at enhancing trade relationships around travel and tourism.

With expectations to host around 116 million visitors in 2024 and an additional 60 million in the first half of 2025, Saudi Arabia is reinforcing its status as one of the fastest-growing tourist destinations worldwide. The showcase featured iconic attractions such as the stunning AlUla and the beautiful, unspoiled Red Sea, alongside the dynamic cultural scene of Jeddah and the vibrant spirit of Riyadh.

The immersive “Saudi Land” pavilion highlighted Saudi Arabia's impressive lineup of world-class events, including Formula 1, MDLBEAST Soundstorm, the Italian and Spanish Super Cups, and WWE Royal Rumble. This pavilion served to captivate an international audience, underscoring the diverse tourism offerings available throughout the year.

STA emphasized the importance of building meaningful global partnerships, creating new investment opportunities, and presenting world-class tourism experiences that will propel the next phase of growth in the sector. Engaging with 71 Saudi partners, the pavilion provided a broad range of bookable products, innovative travel packages, and highlighted prestigious openings such as the Six Flags Qiddiya City.

One of the most notable features of WTM 2025 was the DMO Awards held at the Saudi Land. This award ceremony honored destination management organizations for their excellence and authenticity during the event. Diriyah won the “Best Authenticity” award, recognizing its seamless integration of traditional Saudi elements. Qiddiya was awarded for “Best Operational Excellence” due to its outstanding service delivery and strong product knowledge, while Al Madinah took home the top accolade, the “Showstopper Award,” for its wholesomely exceptional overall performance.

Abdullah Alhagbani, the STA Partnerships and Regulatory Affairs Director, stated, “Our presence at WTM 2025 confirmed Saudi Arabia's momentum in becoming the world's fastest-growing tourism destination, having welcomed about 116 million visitors last year and 60 million in the first half of this year. The energy at Saudi Land, with nine new agreements signed, demonstrates the scale of opportunities and collaborations to elevate the tourism experience for travelers.”

Looking ahead, STA is eager to host the global tourism community at TOURISE, a new platform taking place in Riyadh next week. This initiative aims to address key challenges, unlock essential investments, and create a sustainable and inclusive roadmap for the future of tourism.

STA signed nine new memorandums of understanding, capitalizing on the increasing interest in global travel trade by engaging with industry leaders and global brands. Over 500 meetings with key sector players have been held to fast-track growth between Saudi partners and international entities.

Saudi Land welcomed over 14,700 visitors, who experienced the extravaganzas revolving around the state's year-round diversities, from world-class global events to unique local experiences. The pavilion offered a sneak peek at ready-to-book travel packages, interactive displays featuring sports and cultural showcases and the vibrant essence of Saudi heritage, with a Cultural Heritage Corner displaying traditional crafts and performances alongside authentic cuisine.

At WTM 2025, Saudi Arabia reaffirms its role as a leader in global tourism and sets the foundation for preparations for TOURISE, a groundbreaking global platform that will unite over 1,000 leaders and visionaries from government, business, investments, tourism, and technology sectors on November 11-13 in Riyadh. Together, they will tackle critical challenges, facilitate investments, and implement transformative deals to construct a sustainable, equitable, and forward-thinking tourism sector.