10 Ways Saudi Arabia is Reimagining Future Global Travel
The Kingdom is rapidly emerging as one of the world’s most ambitious travel destinations. Here’s what we can learn about rewriting the narrative, building unique experiences, and catering to modern wanderlust.
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Saudi Arabia is undergoing a dramatic transformation, positioning itself as a major player in the global tourism landscape. Backed by Vision 2030, the Kingdom is investing heavily in infrastructure, sustainability, and cultural preservation to attract a new wave of international visitors.
It’s the combination of global influence and national pride that makes it a historic moment, and a lesson in transformation – not only in the digital sense that marketers are accustomed to hearing about. This one crosses social, economic and brand boundaries.
Saudi’s story is one with mega-scale and attention to minute detail. Marketers and experience designers take notes.
STA Launched a Digital Human Brand Ambassador SARA
The Saudi Tourism Authority (STA) has unveiled an AI-powered digital human named SARA, set to serve as a brand ambassador, travel companion and personal concierge.
The concept is currently in its beta phase. SARA is built to deliver engaging and interactive content to deepen travellers’ understanding of Saudi Arabia as a leading holiday destination.
She is equipped with multilingual generative AI to interact with visitors and ask proactive questions that can help her make personalised recommendations.
Red Sea Global Project Promotes Luxury Regenerative Tourism
Sustainability is at the heart of the Red Sea Global Project, it promised to be powered entirely by renewable energy, eliminating reliance on fossil fuels. With a net-zero emissions and zero-waste-to-landfill policy, it brings the message of ensuring that the natural ecosystem remains untouched for future generations.
Notable is its partnership with The Ocean Race which has provided the ultimate test for sailing teams since 1973. In the lead-up to 2027, Red Sea Global and The Ocean Race are expanding joint programmes in science, education, and community engagement. Racing yachts will continue to operate on-board laboratories, collecting microplastic, temperature, and salinity data on every leg, while an ocean-literacy curriculum will introduce thousands of young people across the Kingdom to careers in marine science.
Qiddiya City is Inspiring New-age Travellers to Come Play
More travelers are actively seeking one-of-a-kind, once-in-a-lifetime experiences. This is in contrast to more traditional ideas of holidays with spectacle-first, tourist-centric attractions and resort destinations.
Qiddiya City is the world’s first city “built for play”. The philosophy, the brand claims, is based on decades of research that has proven that play is a vital element for human cognitive development, emotional expression, social skills, creativity, and physical health. Studies have also shown the positive effects of recreational activities on society, their ability to bridge differences between individuals, and enhance empathy and social cohesion.
Located 40 minutes from Riyadh centre, overlooking the cliffs of the formidable Tuwaiq mountains, Qiddiya City plans for a gaming and esports district, a speed park track, golf courses, a massive water theme park, and Six Flags Qiddiya. The city will also feature a multipurpose stadium.
NEOM’s Cognitive City Aims to Revolutionise Urban Living
The LINE aims to redefine the concept of urban development, and what cities of the future will look like. Stretching across 170 kilometers, it involves an architectural masterpiece towering 500 meters above sea level, but a land-saving 200 meters wide.
It is interesting to note NEOM’s partnership with DataVolt, a Saudi-based international developer, investor and operator of data centers, to develop the region’s first net-zero AI factory campus in Oxagon.
In another move, Hyundai Motor Group (the Group), in partnership with Enowa, NEOM’s energy and water subsidiary, announced a pioneering hydrogen mobility trial in Trojena, the mountains of NEOM. This agreement marks the first deployment of hydrogen-powered vehicles in high-altitude mountain topography.
Stc Became A Trusted Digital Partner for Hajj Pilgrims
The Ministry of Hajj and Umrah activated full access to the Nusuk application without consuming mobile data, in collaboration with Saudi telecom operators STC, Mobily, and Zain, in a move aimed at easing pilgrims’ journeys and enhancing the digital experience for Hajj and Umrah services.
stc subsidiaries also played a vital role in enhancing the Hajj experience. For example, sirar by stc delivered cyber protection solutions to safeguard data and ensure the continuity of digital systems. Critical communication services delivered continuity via TETRA and LTE networks through its Miqat and Manasik solutions.
Its Event Management Platform seamlessly connected operations rooms with field teams in real time, facilitating the safe and efficient movement of pilgrims. Further, iot squared introduced Smart Tents equipped with sensors to monitor temperature, humidity and smoke, enabling early emergency detection and faster response through command centers.
AlUla Creates Immersive Cultural Experiences
The Royal Commission for AlUla (RCU) is focussed on its aim of conservation and cultural exchange.
Critical partnerships include the National Museum of Asian Art, the Smithsonian’s National Museum of Asian Art (NMAA) and United Nations Educational, Scientific and Cultural Organization (UNESCO).
These partnerships enable heritage researchers and professionals to undertake effective site-based research, conservation, and engage in the sharing and transfer of knowledge. For example, the Smithsonian’s announcement will focus on Dadan, the ancient Lihyanite and Dadanite civilisations’ capital. The Dadan people had their own writing system, deities and practices of worship, including sandstone tombs protected by sculptural reliefs of lions.
It’s an effort in balance. RCU has committed to limiting tourist numbers to one million per year by 2030, ensuring that growth is managed sustainably. Over 50 per cent of the land has been earmarked for ecological regeneration, including rewilding programmes that have already seen Arabian oryx, ibex, gazelles and more reintroduced into their native habitats.
Interesting to note, AlUla is a certified Dark Sky destination, offering visitors the chance to witness the night sky in rare clarity.
Al-Taif Introduces the Concept of Wellness Tourism
Known as the City of Roses, Taif is renowned for its fragrant roses and perfume factories. It’s being touted to be Saudi Arabia’s summer retreat with highlights such as the Souq Okaz festival and the Crown Prince Camel Festival in August.
In collaboration with Taif Municipality, ASFAR has partnered with IHCC, a turnkey solution provider, to introduce the transformative concept in the realm of wellness tourism. Spanning over 250,000-square-meters, the unique concept features 30 high-end chalets with panoramic views, private cliffside majlises, expansive botanical gardens, and an interactive Rose Experience Center.
The New Global Stage for Sporting Spectacles
Saudi Arabia is the official host of the FIFA 2034 World Cup in men’s soccer. It will also continue to host the Spanish Super Cup football competitions for the fifth time. But that’s not all…
- The Ministry of Sport hosted the sixth edition of the Dakar Rally Saudi Arabia 2025. The race covered almost 8,000 km, beginning in Bisha Governorate in the south and traversing the Kingdom’s diverse landscapes, passing through Hail and culminating in the iconic Empty Quarter desert.
- The Saudi Arabian Grand Prix is an annual Formula One motor racing event which took place for the first time in 2021 at the Jeddah Corniche Circuit, and is scheduled to run until 2027.
- Qiddiya City announced that it is the global partner of the Faldo Series. It also unveiled a new, Sir Nick Faldo signature designed 18-hole championship golf course set to open to the public in 2026, along with a clubhouse, academy due to open in 2028.
- Qiddiya Investment Company, in partnership with Saudi Motorsport Company, became a Founding Partner of the 2025 edition of the Formula 1® stc Saudi Arabian Grand Prix. Designed by Austrian former Formula One driver Alex Wurz and German circuit designer Hermann Tilke with an elevation gain of over 108m per lap.
- The Saudi eSports Federation (SEF) and Qiddiya announced their partnership. Qiddiya will be the ‘Nexus Partner’ for Gamers8: The Land of Heroes, organised by SEF.
Acting for Digital Ease in Travel and Stay
The highly anticipated GCC unified tourist visa is set to be launched as a trial later this year. The Schengen-style visa, which will officially be named GCC Grand Tours, will allow ease of movement for residents in the six Gulf Cooperation Council countries; United Arab Emirates, Saudi Arabia, Qatar, Bahrain, Kuwait and Oman.
Digital Government Authority (DGA) announced that KSA’s Digital Experience Maturity Index for 2025 has reached 86.71%, earning it an “advanced” rating. Notably, the top 10 digital platforms all scored above 89%, with Absher leading at 93.95%, followed by ZATCA at 93.25%, Tawakkalna at 91.89%, and Etimad at 91.43%.
Partnerships Drive Elevated Experiences
It takes a village to build a multi-dimensional mega project. For example, Diriyah Company is a $63 billion project to transform a 14-square-kilometer into a premium destination featuring luxury resorts, villas, hospitals and shopping centers.
- Towards this goal, The Diriyah Gate Development Authority signed an agreement with Amazon to enrich the visitor experience at historical sites in Diriyah, and expand cultural and historical content through Amazon Alexa, its virtual assistant technology.
- Via an MOU, Kakao Mobility will operate parking infrastructure within the Diriyah area and develop an integrated system to manage parking reservations and payments.
- Abercrombie & Kent and Almosafer will join in to help appeal to luxury travelers looking for immersive cultural experiences, and domestic travelers respectively.
- Qiddiya Investment Company entered into a partnership with Mercedes-AMG GmbH to develop the world-class experience centre Mercedes-AMG World of Performance located in the Speed Park in Qiddiya City. Spanning approximately 45,000 square meters over nine floors, it will offer visitors a real-world track experience.
- Qiddiya will work with PUBG Mobile developers to create a range of in-game content within its World of Wonder game mode. The content aims to ‘enrich the battle royale experience’ in addition to elevating the game.
- Tech company Globant is working with QIC to develop the Qiddiya “PLAY LIFE Connected Experience”, a digital ecosystem designed to transform how visitors and residents interact with the destination’s wide range of offerings.
