Saudi Arabia’s tourism sector has emerged stronger than ever from Arabian Travel Market (ATM) 2025, capping off a high-energy four days with landmark global partnerships, bold summer season promotions, and a record showing from its booming tourism industry. Building on its unprecedented achievement of welcoming nearly 116 million visitors in 2024, Saudi tourism used its presence at ATM to strengthen trade ties, launch new product offerings, and fuel the next wave of growth across global markets.
The Saudi Tourism Authority (STA), led by CEO and board member Fahd Hamidaddin, spearheaded an impressive delegation at ATM 2025 — with 142 Saudi partners participating under the dynamic “Saudi Land” pavilion. Designed to dazzle and connect, the pavilion attracted over 46,000 visitors and served as a one-stop showcase for the country’s diverse destinations, cultural treasures, luxury experiences, and upcoming international events like the Esports World Cup and FIFA World Cup 2034.
A record of partnerships and growth
STA announced the signing of 14 major memorandums of understanding (MoUs) at ATM 2025, targeting accelerated growth, enhanced global awareness, and stronger international connectivity. These included key partnerships with world-leading hotel groups Accor, IHG Hotels & Resorts, and Radisson Hotel Group, as well as major travel platforms like Booking.com, Hopper, Ticombo, and ViaKonnect. Regional collaboration was boosted through agreements with Careem, Fazaa, Altanfeethi, Localbh, Rayna Tours, SEVEN Experience, and Stellar Marketing Solutions.
In addition, STA facilitated another 52 MoUs between its Saudi partners and international tourism players, unlocking wide-ranging opportunities across accommodation, transport, tour operations, and digital services.
“The energy at Saudi Land this year was exceptional,” said Hamidaddin. “Securing 14 strategic partnerships here is a testament to the unparalleled opportunities Saudi offers — from authentic cultural connections to the warm Saudi welcome. We are creating powerful drivers for partner success. And while we celebrate this record momentum, backed by an $800 billion commitment to tourism, we have only just begun.”
Summer season spotlight
Saudi’s summer destinations were front and centre, with STA showcasing a wide portfolio of bookable products designed to appeal to regional and international travellers alike. Coastal destinations along the Red Sea offered pristine “Sun & Sea” escapes, while the cool mountain regions of Aseer, Taif, Al Baha, and the Soudah area drew attention for adventure tourism, hiking, and cultural immersion.
Visitors to Saudi Land enjoyed immersive experiences such as a destination tunnel, live previews of upcoming global events, and curated itineraries — including one inspired by Cristiano Ronaldo’s travels in Saudi. The Cultural Heritage Corner brought Saudi’s rich traditions to life, with live Folklore performances, artisanal crafts like bisht weaving, and pottery demonstrations.
Forging regional and global alliances
ATM 2025 also hosted high-level discussions between Saudi leadership and key regional players, including a notable meeting between STA and Abu Dhabi’s Department of Culture and Tourism to explore mutual collaboration. On the final day, Alhasan Aldabbagh, STA’s President of Asia Pacific, joined the ‘APAC Market Impact’ panel to highlight the importance of catering to diverse Asian consumer preferences, expanding social media outreach, and enhancing the experience of religious tourists from China, India, and beyond.
A rising star on the global stage
Saudi’s presence at ATM 2025 reinforced its position as the world’s fastest-growing tourism destination. Backed by Vision 2030’s $800 billion investment into tourism, the Kingdom is on track to meet its revised target of 150 million visits by 2030.
“We invite the global travel trade to join us — business and government alike — as one team with one great story,” Hamidaddin said. “Together, we can shape the future of tourism and unlock immense opportunities for growth and innovation.”
As Saudi moves confidently into the next chapter, bolstered by bold summer offerings, world-class events, and powerful global alliances, the message is clear: Saudi Arabia is no longer just a destination — it’s a global tourism force rewriting the playbook for sustained, dynamic, and inclusive growth…
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