Saudi Arabia’s participation at ITB Berlin 2025 marked a pivotal moment for the Kingdom’s burgeoning tourism sector, reinforcing its position as a dynamic global travel destination. Held from March 4 to 6 at the Berlin Exhibition Grounds, ITB Berlin, widely regarded as the world’s leading travel trade show, provided the perfect stage for Saudi Arabia to showcase its ambitious vision and diverse offerings. The Saudi Tourism Authority (STA), led by CEO Fahd Hamidaddin, spearheaded a robust delegation that included 47 partners from across the tourism ecosystem, ranging from destination management companies like Abercrombie & Kent and DISCOVER SAUDI to major hospitality brands such as Fairmont and Raffles, alongside prominent airlines including Riyadh Air, Saudia, and flynas. This significant presence underscored Saudi Arabia’s commitment to strengthening its foothold in the international tourism market and advancing its goal of welcoming 150 million visitors annually by 2030.

The centerpiece of Saudi Arabia’s exhibition was “Saudi Land,” an immersive and vibrant stand that captivated over 30,000 visitors across the three-day event—more than double the attendance from the previous year. Designed to reflect the Kingdom’s rich heritage, breathtaking landscapes, and unmatched hospitality, Saudi Land offered interactive experiences that transported attendees into the heart of Arabia. Visitors engaged with a full-scale Formula 1 car from the Jeddah Grand Prix, complete with a virtual racing simulation, while the Sports & Entertainment Zone displayed memorabilia from international football legends, highlighting Saudi Arabia’s deep connection to global sports. Live performances of traditional Saudi folklore dances and music, paired with the aroma of Saudi coffee and premium dates, brought the Kingdom’s culture to life, leaving a lasting impression on global audiences.

Saudi Arabia’s tourism narrative at ITB Berlin 2025 went beyond cultural showcases, emphasizing its transformation into a year-round destination appealing to diverse traveler segments. The Kingdom positioned itself as a haven for solo women travelers and families with unique wellness experiences, a hub for youth with exciting events, and a leader in sports tourism with a growing portfolio of international spectacles. Since 2018, Saudi Arabia has hosted over 100 major sporting events, including the Formula 1 Grand Prix, the Italian and Spanish Super Cups, and the ATP Finals. Looking ahead, the WTA Finals in 2025, the AFC Asian Cup in 2027, and the FIFA World Cup in 2034 signal even greater milestones, reinforcing its status as a premier sports tourism destination. These efforts align with Vision 2030, the Kingdom’s strategic framework to diversify its economy, where tourism is poised to become the second-largest contributor to GDP growth by 2030, following oil.

The event also served as a platform for forging critical partnerships and advancing global connectivity. The Saudi delegation hosted over 760 business meetings, securing key agreements with international travel and tourism stakeholders. A notable announcement was Eurowings’ new route between Stuttgart and Jeddah, set to launch in November 2025, enhancing access for European travelers. This builds on the 4 million visitors from Europe and the Americas in 2024—a 24% increase from the previous year—whose spending surged by 41% to $7.9 billion. Additionally, a strategic collaboration with Riyadh-based travel agency Bonjour Saudi, led by CEO Cécilia Pueyo, highlighted the vital role of women-led organizations in shaping the sector. These developments reflect Saudi Arabia’s proactive approach to digital tourism solutions and investment opportunities, solidifying its appeal to global partners.

Saudi Arabia’s impact at ITB Berlin 2025 extended to its ambitious future projects, such as NEOM, The Red Sea Project, and Diriyah Gate, which promise to redefine luxury and sustainable travel. With record-breaking growth—having welcomed over 100 million tourists in 2023, seven years ahead of schedule—the Kingdom is not merely participating in the global tourism conversation but actively shaping its future. By blending tradition with innovation, Saudi Arabia is crafting a compelling narrative that resonates with travelers, investors, and industry leaders alike, positioning itself as an unmissable destination on the world stage.