'The fastest growing destination in the world': Why European travellers are flocking to Saudi Arabia
By Emma Pearson
Saudi Arabia is becoming a must-visit destination for Europeans. Here are the best places to visit.
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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.
There are more European visitors in Saudi than anywhere else
'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.'
A young family flying a colourful kite together on the beach in the Farasan Islands
Saudi Tourism Authority
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.
From World Cup to Grand Prix: The world's premier sporting destination
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.
Beach area at Jeddah Corniche in Saudi Arabia
Canva/Matthew Starling
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.
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'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].'
Sun, sand and serenity: experience total luxury at The Red Sea
With pristine coastlines, unrivalled marine life and a string of opulent five-star hotels, The Red Sea is a 28,000-square-kilometre paradise on Saudi Arabia's western coast.
Already, two luxury properties have opened on its shores, including the Six Senses Southern Dunes, and the St. Regis Red Sea Resort with overwater villas perching above turquoise waters.
A diver underwater in Saudi Arabia
Saudi Tourism Authority
'The Saudi Red Sea is the largest vertical riviera in the world,' explains Hamidaddin. 'It's a super destination that stretches from the top of Neom and Sindalah Island down to the south of the Saudi coast.'
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By the end of 2025, the destination will be home to 16 resorts, with a total of 50 planned by 2030, as well as luxury marinas, golf courses, and residential properties.
Red Sea Global, the destination's developer, says that responsible development is at the heart of the project.75 per cent of the destination's islands are due to be left untouched, while the rest will operate on renewable energy.
Camping under the stars in the Saudi desert
About 30 per cent of the land in Saudi Arabia is covered by desert and the Kingdom is famous for its towering dunes, from the reddish hues of the Ad Dahna Desert to the sprawling expanse of Rub'Al Khali (The Empty Quarter), the world's largest continuous sand desert.
A couple having dinner in Gharameel of Al-Ula at sunset
Saudi Tourism Authority
'The great Arabian dunes are a global offering in winter that is potentially as big as safari in Africa and skiing in the Alps,' says Hamidaddin.
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'From sand healing to sand sports, extreme adventure to stargazing, there's so much that can be done, including witnessing rewilding initiatives through which we've introduced 21 species to create a new animal kingdom.'
In the ancient city of AlUla, you can enjoy camel trekking, desert camping, and stargazing under the vast desert sky.
A group of women walk in the desert at Hegra, a UNESCO World Heritage site
Saudi Tourism Authority
For more adventure, hike through the Red Sands near Riyadh or explore the historic Najd region, where off-road experiences are unparalleled.
For one of the Kingdom's most high-octane desert attractions, head to the Edge of the World, a 1,131-metre cliff within the Tuwaik mountain range, also near Riyadh. Here, you can climb to eye-watering heights for some of the most spectacular views in the country.
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