Fresh from an impressive showing at Arabian Travel Market (ATM) 2025, the Saudi Tourism Authority (STA) has confirmed it is setting its sights on a bold and ambitious summer season, underpinned by close collaboration with its trade partners and a confident push into key international markets.
Leading a powerful delegation of 51 tourism partners — including destination management companies, airlines, hoteliers, and major destinations — STA showcased Saudi’s increasingly diverse and compelling summer offering at the Middle East’s biggest travel trade event, held in Dubai from 28 April to 1 May.
The 2025 delegation, headed by STA CEO and board member Fahd Hamidaddin, focused on strengthening trade relationships and highlighting Saudi’s rapid ascent as a global tourism powerhouse. With 116 million visitors welcomed in 2024 — a 6.4% rise from 2023 — Saudi is not only the fastest-growing tourism destination worldwide but also a year-round proposition for travellers.
A summer destination like no other – under the spotlight @ ATM
At ATM 2025, Saudi promoted its wide range of summer experiences designed to appeal to multiple traveller segments. From the pristine beaches of the Red Sea coast and the buzzing cultural life of Jeddah to the cool, green mountain retreats of Aseer, Taif, and Al Baha, Saudi offers partners bookable products that combine nature, culture, and global events.
A particular highlight this summer will be the Esports World Cup, drawing international attention to Riyadh and reinforcing Saudi’s reputation as a leader in cutting-edge entertainment. Coupled with the country’s ambitious sports and events calendar, including previews of FIFA World Cup 2034™ preparations, Saudi presents a unique proposition for families, adventure seekers, and cultural travellers alike.
Driving business and growth
Hamidaddin underlined Saudi’s vision in his keynote address at ATM 2025, framing the country’s momentum as part of a global shift towards “connection-driven” travel — where experiences, personal ties, and meaningful engagement shape visitor choices. He emphasised Saudi’s improved infrastructure, enhanced global connectivity, and the ease of doing business as factors that make the country an increasingly attractive partner for international travel companies.
“Our presence at ATM is about more than promotion — it’s about empowering our trade partners to grow alongside Saudi,” Hamidaddin said. “We are providing them with the tools, knowledge, and opportunities to deliver compelling packages, whether that’s a family holiday, a cultural escape, or an adventure in our cool mountain regions. Saudi is the land of now — and the growth we’re seeing is only the beginning.”
A stand-out presence at ATM
This year’s Saudi Land pavilion, spread over two floors, combined innovative activations, an immersive destination tunnel, live deals, and cultural performances. Partners showcased hundreds of products across the affordable, mid-market, and luxury segments, covering top destinations such as Riyadh, Jeddah, AlUla, and the Red Sea. An interactive map and activities calendar provided practical tools for agents and operators, helping them translate Saudi’s vast and varied landscape into bookable, marketable itineraries.
The success at ATM 2025 builds on STA’s award-winning presence in 2024 and sets the tone for a summer of continued collaboration. With a target of 150 million visits by 2030, STA and its partners are sharpening efforts to expand destination knowledge, address barriers, and position Saudi as one of the world’s most dynamic tourism markets.
For trade partners, the message is clear: Saudi offers an unmatched opportunity for sustained growth, bold innovation, and meaningful connection — this summer and beyond.
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