Once the "best-kept secret” from travellers worldwide, Saudi Arabia is now a must-visit destination for Europeans.
Speaking at ITB Berlin 2025, the CEO of the Saudi Tourism Authority, Fahd Hamidaddin, told Euronews Travel that European visits surged by 24 per cent in 2024 and that the country is rapidly becoming a global sports hub – hosting more events than Las Vegas.
From upcoming premier sporting events like the World Cup 2034 to luxury travel experiences along the Red Sea coastline and even desert camping in the starry-skied desert, Saudi Arabia is meeting a whole host of travellers' wishes, making it an ideal ‘best of both worlds’ destination for guests who have very different interests.
“Saudi Arabia has been the best and the largest secret kept from travellers around the world,” says Fahd Hamidaddin, CEO of the Saudi Tourism Authority.
“Last year we witnessed the highest growth coming from Europe, with 24 per cent growth from Europe alone, out of which 44 per cent were women.
“When we started in 2019, our ambition was to hit 100 million visits by 2030. By the end of 2023, we exceeded 106 million.
“Now, the new target is 150 million, and we are continuing to grow in double digits every year. For the past four years, we've been the fastest-growing destination in the world.”
From the stunning Red Sea coastline to vast desert landscapes and world-class sporting events, Saudi Arabia offers a unique blend of adventure culture and luxury.
Here are the best ways to discover the Kingdom in 2025.
Saudi Arabia has quickly established itself as a key player in global sports tourism.
World-class athletes Christiano Ronaldo, Tyson Fury and Max Verstappen have all competed on Saudi soil, while major sporting events draw crowds from around the globe.
In 2034, millions will touch down in Saudi Arabia for the FIFA World Cup, while 2025 is already jam-packed with sporting events.
In April, the AFC Asian U17 Cup will showcase Asia’s brightest young football stars, while motorsports fans can witness Lewis Hamilton kitted out in Ferrari red as he takes to the Jeddah Corniche Circuit for the Saudi Arabian Formula One Grand Prix.
In August, basketball fans can watch the continent’s leading basketball-playing nations chase victory at the FIBA Asia Cup, while tennis fans can witness the world’s best eight tennis players on centre court at WTA Tour Finals in November.
“With every large sporting event, be it a Formula One or the World Cup, you will see a series of cultural events,” says Hamidaddin.
“Saudi has been hosting more events per week than Vegas had events per week, from the Formulas, to boxing, to the World Cup, to tennis, and Dakar [Rally – the off-road endurance event].”
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