Marking its participation in the World Travel Market (WTM 2025) in London, the Saudi Tourism Authority (STA) has inaugurated its “Saudi Land” pavilion.
The pavilion, open from November 4-6 2025, aims to strengthen collaboration among 71 partners of the Saudi tourism ecosystem and open the door for strategic partnerships that promote the growth of the Kingdom’s tourism sector.
From the timeless, ancient heritage of AlUla to the vibrant, contemporary lifestyle of Riyadh, the historic culture of Jeddah and the opulent coastal retreats of the Red Sea, the “Saudi Land” pavilion showcases Saudi Arabia’s most prominent tourist attractions.
It also displays “Saudi Winter” program’s exceptional calendar, featuring events such as Formula 1 Grand Prix, the Italian and Spanish Super Cups, and WWE wrestling shows, as well as the Soundstorm music festival and Winter at Tantora.
Moreover, the “Saudi Land” pavilion at the WTM 2025 dedicates an interactive area for the events of Riyadh Season 2025, according to the Saudi Press Agency (SPA).
It also highlights the international campaign featuring football superstar Cristiano Ronaldo, which has established Saudi Arabia’s position as a global destination for tourism, sports and entertainment.
Additionally, the pavilion celebrates the launch of several luxury tourism projects, including Shura Island in the Red Sea, Six Flags amusement park in Qiddiya City, and several cultural and entertainment events that showcase Saudi Arabia’s outstanding tourism identity.
Saudi Arabia has quickly established itself as a leading tourist destination. In the light of this, the Kingdom received about 116 million visitors in 2024, generating over $75 billion in tourism spending. Such impressive figures underscore its status as one of the world’s fastest-growing tourist destinations.
