Saudi Arabia made a powerful impression on the opening day of World Travel Market (WTM) 2025, as the Saudi Tourism Authority (STA) and 71 industry partners unveiled the spectacular “Saudi Land” pavilion — a statement of scale, ambition, and innovation in the world’s fastest-growing tourism destination.

Fresh off a record-breaking year welcoming 116 million visitors in 2024 and 60.9 million in the first half of 2025, Saudi Arabia showcased its expanding tourism portfolio — from major global events to world-class destinations — inviting global trade and business partners to explore new opportunities for collaboration and investment.

At the heart of Saudi’s WTM presence was its “Unreal Calendar” — a dynamic lineup of more than 1,000 annual events spanning sport, music, and culture. Visitors to Saudi Land experienced a high-energy showcase featuring the Formula 1 Saudi Arabian Grand Prix, MDLBEAST Soundstorm, the Italian and Spanish Super Cups, and the WWE Royal Rumble, all brought to life through an immersive campaign starring global football icon Cristiano Ronaldo.

The pavilion also highlighted Saudi’s diverse destinations — from the ancient wonders of AlUla and the pristine Saudi Red Sea to the cultural heritage of Jeddah and the modern dynamism of Riyadh. New attractions, including luxury developments on Shura Island and the upcoming Six Flags Qiddiya City, highlighted Saudi Arabia’s drive to redefine global tourism through bold investment, innovation, and world-class hospitality.

During Day 1 at WTM, Saudi Land hosted a series of strategic announcements, including nine Memoranda of Understanding (MoUs) with leading global travel and hospitality brands. Among them were new agreements between STA, Saudia Holidays, and TUI Group, further strengthening Saudi Arabia’s tourism ecosystem and international reach.

Abdullah Alhagbani, Chief Partnerships and Regulatory Affairs Officer at STA, said, “We’re thrilled to welcome our valued partners and guests from around the world to experience ‘Saudi Land’ as we continue our extraordinary growth journey. At WTM this year, we’re joined by 71 partners and have scheduled nearly 500 meetings to deepen collaborations, unlock new opportunities, and drive the next phase of tourism success together. With our Unreal Calendar and iconic destinations, Saudi Arabia offers unique opportunities for innovation and shared growth. For partners seeking exceptional returns, Saudi Arabia stands apart as one of the world’s fastest-growing destinations.”

Throughout the day, visitors explored interactive destination showcases, cultural experiences, and live entertainment. From digital displays of Saudi’s diverse landscapes to sports activations featuring Ronaldo, the pavilion captured the spirit of a nation redefining travel and tourism.

WTM 2025 served as a key global platform for Saudi Arabia to advance strategic partnerships and highlight its tourism transformation. With rapid infrastructure development, expanded air connectivity, and an ever-growing events calendar, Saudi Arabia continues to position itself as a year-round destination for travelers, investors, and industry partners worldwide.