Saudi Arabia is captivating global audiences in Japan this month with the launch of its Wonders of Arabia exhibition at Expo 2025 Osaka — offering visitors an immersive journey through the Kingdom’s diverse landscapes, vibrant culture and ambitious tourism transformation under Vision 2030.
The exhibition, curated by the Saudi Tourism Authority in collaboration with the Saudi Arabia Pavilion, runs from 10 to 16 July at the Expo Exhibition Center. It promises Japanese and international guests a vivid introduction to the many faces of Saudi Arabia, from the ancient wonders of AlUla to the glittering Red Sea coast and the bustling streets of Riyadh.
“This is truly a bridge that connects Osaka to Expo 2030 Riyadh,” said Dr. Ghazi bin Faisal Binzagr, Ambassador of the Kingdom of Saudi Arabia to Japan and Commissioner General of the Saudi Arabia Pavilion. “We’re offering a warm welcome to tourists from Japan and around the world, making Saudi Arabia a must-visit destination with diverse offerings across culture, history and cuisine.”
An authentic taste of Saudi Arabia in Japan
Visitors are greeted each day by the warm hospitality of Saudi Hafawa, offering traditional coffee and dates. Across seven days, guests can explore interactive exhibits on Saudi Arabia’s leading tourism destinations, a Sports Hub, the Arts of Arabia showcase, cultural photo booths and a host of giveaways. The program also includes live music, craft demonstrations and fashion showcases from ten Saudi designers, presented by the Fashion Commission.
The Welcome Zone opened on 9 July, treating early guests to scheduled performances and authentic Saudi hospitality, along with music and art from the Heritage and Music Commissions of Saudi Arabia. The atmosphere is designed to transport visitors straight into the heart of the Kingdom’s living traditions.
“Japanese travelers seek immersive, culturally rich, and truly meaningful experiences,” said Fahd Hamidaddin, Chief Executive Officer of the Saudi Tourism Authority. “With Wonders of Arabia at Expo 2025 Osaka, we’re bringing an authentic taste of Saudi heritage directly to Japan as we celebrate 70 years of strong bilateral ties. We saw a 7% increase in Japanese visitors last year, and we’re committed to building on that momentum.”
Saudi Arabia now has a designated tourism office in Japan, helping promote the destination and making travel easier. Japanese citizens are eligible for Saudi’s streamlined eVisa program, which offers multiple-entry visas valid for a year with stays of up to 90 days.
A showcase of Saudi’s tourism transformation
Since opening to tourism in 2019, Saudi Arabia has rapidly become one of the fastest-growing destinations in the world. The Kingdom is investing more than US$800 billion into tourism, with over US$500 billion dedicated to building entirely new destinations.
“Saudi Arabia has a great deal to offer,” said Binzagr. “We have 1,800 kilometres of coastline, mountain regions perfect for trekking, and major cities hosting world-class events. Our success is also due to the effective orchestration of Saudi Arabia’s tourism ecosystem, supported by the Saudi Tourism Authority. Their work helps build our destination brand so visitors can understand what awaits them.”
Guests exploring the Saudi Arabia Pavilion throughout Expo 2025 Osaka will also encounter a rich calendar of performances, from dances and traditional shows to musical and artistic highlights. The Pavilion’s immersive journey spans seven galleries, including The Evolving Cities, Sustainable Seas, Unlimited Human Potential, and The Pinnacle of Innovation — bringing to life how Saudi Arabia’s ambitions are reshaping its place on the global stage.
Special highlights include celebrations for Saudi Arabia’s National Day on 23 September, along with signature experiences such as Ahlan Wa Sahlan, We Are Saudi Arabia, The Botanist augmented reality experience, and cultural performances at the Pavilion’s studios.
Looking ahead to Expo 2030 Riyadh
The Saudi presence in Osaka is part of a longer story — building momentum towards Expo 2030, when Riyadh will host the world.
“This Pavilion shows the impact Saudi Arabia is already having,” Binzagr added. “Expo 2030 in Riyadh will build on this legacy, developing dedicated opportunities to connect with the world.”
The Saudi Arabia Pavilion at Expo 2025 Osaka is open daily from 09:00 to 21:00 in the Connecting Zone (C14-01) near the West Gate. Full details of programs and events are available at ksaexpo2025.sa.
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