06/03/2025
Saudi Arabia Captivates ITB Berlin with Immersive 'Saudi Land' Experience
Saudi Arabia participated in ITB Berlin 2025 with a strong presence at Saudi Land, showcasing its tourism sector for the third consecutive year. The delegation aimed to engage with partners, establish new strategic partnerships, and highlight Saudi's tourism offerings, reinforcing its position on the global tourism map.
In a press release, the Saudi delegation included 45 partners from its tourism ecosystem, led by CEO of the Saudi Tourism Authority (STA) Fahd Hamidaddin. The delegation comprised tour operators and major airlines, emphasizing Saudi's role as a key tourism destination.
Saudi Land opened with a vibrant celebration featuring live performances showcasing Saudi's rich heritage. Visitors experienced authentic Saudi hospitality through dates and Saudi coffee, recognized by UNESCO as an intangible cultural heritage. The exhibition presented inspiring experiences, travel packages, and tourism products, offering insights into Saudi's cultural and natural attractions.
The release added that "Saudi Land" featured interactive sections, including "Ramadan Markets" in Jeddah, the "Sports and Entertainment Zone" with memorabilia from the Saudi League and a Formula 1 simulator, and a "Heritage and Culture Section" highlighting Saudi's craftsmanship and UNESCO-listed heritage sites, along with thousands of archaeological locations across the Kingdom.
Fahd Hamidaddin emphasized the significance of Saudi's participation, stating that Saudi tourism continues to establish itself as one of the fastest-growing global destinations, reflecting confidence from partners and travelers and offering vast investment opportunities. He added that since 2018, Saudi Arabia has hosted over 100 major international sporting events and is set to host more global competitions, including Formula 1 races, the WTA Finals in 2025, the AFC Asian Cup and Olympic Esports in 2027, and the FIFA World Cup in 2034. He highlighted Saudi's ongoing journey to provide exceptional tourism experiences with activities that cater to all travelers.
The Saudi Tourism Authority dedicated a business platform for global companies, entrepreneurs, and industry professionals, inviting them to explore investment opportunities across Saudi's tourism sector. The platform hosted numerous business meetings, launched travel packages, and promoted immersive tourism experiences. Additionally, it highlighted the rapid growth of tourism opportunities in the Red Sea region, featuring over 1,200 islands, as well as key destinations like AlUla and Diriyah.
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