How Saudi Arabia is making itself a top tourism destination for a winter getaway

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Historic AlUla in Saudi Arabia’s northwest has become a popular venue for concerts and exhibitions, including the Azimuth festival. (MDLBEAST photo)
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Updated 06 January 2024
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How Saudi Arabia is making itself a top tourism destination for a winter getaway

  • With a packed schedule of events lined up this season, the Kingdom is fast becoming a major leisure and entertainment hub
  • From the Diriyah E-Prix and Saudi Cup to AlUla concerts and all new Red Sea resorts, Saudi Arabia is the place to spend the winter

RIYADH: When one thought of winter holiday destinations, the Kingdom of Saudi Arabia was rarely the first place that sprang to mind. But with a packed schedule of events lined up in the tourism and entertainment calendar this season, that appears set to change.

The Saudi Tourism Authority is holding a groundbreaking 17,000 events, making the Kingdom one of the world’s most happening winter destinations. From “Winter at Tantora” in AlUla to folklore festivals, Saudi Arabia is fast emerging as an unlikely favorite.

Just a few years ago, picnics on the corniche or gatherings in the desert were the pinnacle of winter entertainment in Saudi Arabia. This winter, however, travelers are arriving from all corners of the globe, drawn by the breadth of activities now on offer.




Just a few years ago, gatherings in the desert were the pinnacle of winter entertainment in Saudi Arabia. (SPA)

“Tourism in Saudi Arabia is going from strength to strength, playing a pivotal role in diversifying our economy through the creation of numerous job opportunities and supporting the private sector,” Abdullah Al-Dakhil, spokesperson and corporate communications director at the Saudi Tourism Authority, told Arab News.

“We’re rapidly advancing towards our Vision 2030 targets, with the support of the tourism ecosystem, now aiming for 150 million visits by 2030.”

The past year has been marked by several notable achievements. The Saudi Central Bank recently reported that visitor spending exceeded SR 100 billion ($26.6 billion) in the first three quarters of 2023.




On its third edition which ran until December 16, 2023,  Noor Riyadh — the world's largest light art festival, was another big crowd drawer. (RCRC photo)

Moreover, the UN World Tourism Organization recognized the Kingdom as the world’s second-fastest-growing tourism destination for the first quarter of last year.

Tourist numbers in Saudi Arabia saw a 142 percent surge in the first half of 2023, with 14.2 million visitors traveling to the Kingdom and a 132 percent increase in spending by inbound travelers during that same period, registered at SR 86.9 billion.

The Kingdom’s National Tourism Strategy had initially set a target of 100 million tourists annually by 2030. However, Ahmed Al-Khateeb, the Saudi minister of tourism, announced in October that this ambition had been revised up to 150 million.

In the first seven months of 2023, Saudi Arabia received 17 million international visitors with a view to accepting 30 million by year’s end.

This would mark a significant leap seeing as there were just 4.14 million inbound tourists in 2020, according to the Ministry of Tourism. In comparison, France, the world’s most visited country, received approximately 117 million inbound visitors in 2020.




Turaif District in Diriyah, Riyadh, is one of the Kingdom's seven UNESCO World Heritage sites. (DGDA photo)

“The Saudi Tourism Authority is committed to fostering growth in collaboration with our partners, showcasing Saudi’s unique and varied attractions, including our dynamic winter season with an array of family-friendly activities, and our seven UNESCO World Heritage sites, such as Hegra Archaeological Site in AlUla, Historic Jeddah, and Turaif District in Diriyah,” said Al-Dakhil.

“Looking ahead to 2024, Saudi will become more accessible with new flight routes, additional hotel accommodations, and our enhanced e-visa system. We are excited to welcome new visitors from around the globe.”




A general view of the peloton competing during the 3rd Saudi Tour 2023 - Stage 5 a 142.9km stage from AlUla Old Town to Maraya on February 03, 2023. (Getty Images)

Celebrity visitors, including Will Smith, Johnny Depp, Sofia Vergara, Alicia Keys, and Andrew Garfield, have already made visits to the Kingdom.

Jeddah’s Al-Balad has always been an attractive historical destination. Now a new calendar of cultural events has rejuvenated interest. In the coming months, it will host the Balad Al-Fann initiative and Voices of Al-Balad. 

Over in Riyadh, the Diriyah E-Prix takes place at the end of January followed by the Saudi Cup — the Kingdom’s prized equestrian event — in February. 4

Riyadh is also host to the Middle East’s first Disney Castle, featuring five zones and live musical shows, an immersive life-sized Monopoly board, virtual reality gaming at Metaworld, a unique experience for football fans at CR7 Signature Museum, and a fusion of art and cuisine at Layali Diriyah.




The 2023 Saudi Cup attracted over 1,400 entries, with horses from 22 countries participating at the King Abdulaziz Racecourse in Riyadh from Feb. 24 – 25.

On the Red Sea coast, meanwhile, the opening of the Kingdom’s new Red Sea International Airport in September has seen a flurry of reservations at the region’s new St. Regis Red Sea Resort, Nujuma Ritz Carlton Reserve, and Six Senses Southern Dunes. 

In the Kingdom’s northwest, AlUla’s relaxing getaway retreats and music festivals have already solidified its status as a year-round must-visit destination, but the AlUla Arts Festival in February will be a particular draw.

Visitors can also relax under captivating night skies until March 9 with stargazing at Gharameel or seek a thrill in a hot air balloon with unforgettable views of the region at the AlUla Skies Festival from April 10 to 17.  




AlUla’s ancient civilizations, positioned at the crossroads of trade, communicated with diverse cultures, many of which were heavily influenced by astronomy. (Instagram/experiencealula)

AlUla, included in the Conde Nast Traveler list “Seven Wonders of the World for 2023,” boasts some of the Kingdom’s oldest historic monuments, including Jabal AlFil (Elephant Rock), Hegra (previously named Madaen Saleh), and Dadan and Lihyan. 

Visitors can also catch a unique musical experience at AlUla’s awe-inspiring Maraya Concert Hall, an edifice covered in 9,740 mirrors, allowing it to blend seamlessly into the surrounding landscape, or walk into AlUla’s revived Old Town, which still contains remnants of original stone and mud brick buildings. 




A general view of the AlUla oasis. (RCA photo)

The Kingdom was not always brimming with so many entertainment options. Since the Saudi Tourism Authority’s establishment in 2020, the Kingdom has undergone a tremendous transformation, helping to drive the region’s post-pandemic tourism recovery.

Tourist arrivals in Saudi Arabia almost reached pre-pandemic levels in the first quarter of 2023, according to a report by HSBC Global Research.   

Previously, foreign tourism to Saudi Arabia was limited to special tour parties and pilgrims. That was until the Kingdom opened its doors to leisure tourism in 2019 with the introduction of a new e-visa. Since then, the industry has become one of its key economic drivers. 

“In the 1920s, the world came to Saudi for oil, but in the 2020s, we’re expecting the people of the world to come for tourism. That’s why we say that tourism is the new oil,” Fahd Hamidaddin, CEO of the Saudi Tourism Authority, said in a recent interview with The National. 

Its progress has not gone unnoticed. Saudi Arabia was deemed an industry game-changer in the World Travel Market 2023 yearbook. 

Last year, Saudi Arabia was the official host of World Tourism Day, an international day established by the UNWTO to celebrate the power of the sector in bridging cultures.




Performers from different nations helped enliven last year's Qeman International Festival for Mountain Performing Arts in Abha. (SPA)

And there are still several projects that are yet to come to fruition that will continue to revolutionize the events, entertainment, and tourism sector.

Sindalah, the Saudi dream island, will become a global yachting destination, while the mega-project NEOM has unveiled Norlana, an ultra-modern active lifestyle community in the northwest of the Kingdom.

Also on the horizon is the Kingdom’s first ski resort in Trojena, which will host the first winter sporting event held in an Arab country. 

Saudi Arabia has also won the bid to host the AFC Asian Cup in 2027 and its bid to host World Expo 2030. All eyes are now on whether the Kingdom will score a hat trick and win its bid to host the 2034 FIFA World Cup.




Jeddah Season 2023, which ran for 60 days from May, set a new attendance record of over 6 million people — the highest number in its short history. (SPA)

“In just a few years, Saudi has quickly risen to become the world’s most exciting new destination, providing the biggest opportunities in tourism today,” Hamidaddin said in a recent interview with WTM.

This rapid development is down to the Saudi government’s countless efforts to develop the Kingdom’s leisure, entertainment, and tourism sectors and to transform it into a global hub for visitors. 

Building upon the 2019 e-visa, which allowed 63 nationalities to visit the region, the Gulf Cooperation Council residents visa was announced in 2022, followed by the stop-over visa in 2023, which grants a complimentary one-night hotel stay when booking through the national carrier, SAUDIA. 

This could be followed in 2024 with a GCC-wide visa, allowing tourists to visit Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the UAE all on the same visa.




Argentine football legend Lionel Messi during a visit with his family to Riyadh in May 2023. (File photo)

Last year also saw the launch of the Rethink Summer campaign and a return visit by Saudi tourism ambassador Lionel Messi alongside his family. 

It also saw the growth of collaborations with international entities, a Saudi Tourism Authority roadshow in India, the signing of a memorandum of understanding with the Trip.com Group, and the hosting of a two-week Saudi Culture Exhibition in Paris.

Saudi Arabia is currently the biggest tourism investor in the world with investments expected to reach $800 billion by 2030. An additional $550 billion will be dedicated to developing tourist destinations. 

As travelers consider their options for a last-minute winter getaway, many will no doubt be making Saudi Arabia their first choice. 

 


Saudi Arabia condemns suicide attack on Syrian church

People and rescuers inspect the damage at the site of a reported suicide attack at the Saint Elias church in Damascus’ Dwelaa.
Updated 22 June 2025
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Saudi Arabia condemns suicide attack on Syrian church

  • Syria’s health ministry said an attack on a church in Damascus on Sunday killed 20 people

RIYADH: Saudi Arabia on Sunday condemned a suicide attack on a church in Damascus that killed at least 20 people.

Syria’s interior ministry said in a statement that “a suicide attacker affiliated with the Daesh terrorist group entered the Saint Elias church in the Dwelaa area of the capital Damascus where he opened fire then blew himself up with an explosive belt.”

The Foreign Ministry emphasized the Kingdom’s position rejecting the targeting of places of worship, the terrorizing of civilians, and the shedding of innocent blood.

It affirmed the Kingdom’s support for the Syrian Arab Republic against all forms of violence, extremism, and terrorism.


Sisterhood club at full throttle on the road to freedom

Updated 22 June 2025
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Sisterhood club at full throttle on the road to freedom

  • For many club members, motorcycles are not only a mode of transport, but also represent independence and the breaking of barriers

RIYADH: Young Saudi women are discovering a new freedom riding motorcycles on the streets of Riyadh, challenging stereotypes and fostering an empowering community.

The Sisterhood Motorcycle Club, with its all-female membership, is at the forefront of this trend.

Founded in 2022 by Capt. Saud Albarak and Roaa Talal Abualsaud, the club was born from a simple idea: to create a safe, inclusive space for women in Saudi Arabia to explore their passion for motorcycles. 

“We wanted to break stereotypes and build a strong community that supports freedom, confidence, and sisterhood on and off the road,” Abdulsaud said.

This mission resonates deeply with women who have long felt restricted by societal norms and expectations, she added. 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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For many club members, motorcycles are not only a mode of transport, but also represent independence and the breaking of barriers. 

Joining the club is an opportunity to step out of their comfort zones and embrace a lifestyle that celebrates adventure and camaraderie. The club seeks to encourage women to embrace their passions, while providing a supportive network for those who seek to share this journey. 
 
Abualsaud, a dentist and proud biker, explained her motivation for co-founding Sisterhood. “I wanted to create a space where women could feel both powerful and supported,” she said.

“As someone who always seeks adventure, riding became my way of feeling free and present. Building and leading this club wasn’t just about motorcycles — it was about making a statement that women can be bold, united, and unstoppable.” 

Sisterhood membership is open to all women, regardless of their experience with motorcycles.

“Owning a bike is not required to join. We welcome women at all levels, whether you’re an experienced rider, someone considering getting a license, or simply curious about the community,” Abdulsaud said.

This inclusive approach makes it easier for women to join without feeling intimidated, fostering a sense of belonging. 

Founded in 2022 by Captain Saud Albarak and Roaa Talal Abualsaud, the club was born from a simple yet powerful idea: to create a safe, inclusive space for women in Saudi Arabia to explore their passion for motorcycles. (Supplied)

“I’ve always been passionate about adventurous hobbies. I ride horses and have loved ATVs (all-terrain vehicles) since childhood. So, when women were allowed to ride motorcycles, I jumped at the opportunity,” said club member Maisa Alhugaily.

“What drew me specifically to Sisterhood Club was the sense of community and empowerment it offers. I wanted to be part of a group that supports and uplifts women, while exploring something exciting and different.”

The club provides mentorship, safety training, and introductory riding experiences to ensure that new members can embark on their journeys with confidence. 

“What matters most is the spirit of adventure and respect for the community,” Abdulsaud said. This commitment to safety and education helps demystify the world of motorcycles, making it accessible to everyone. 

The importance of such clubs for Saudi women cannot be overstated, she believes.

“These clubs give Saudi women visibility, voice, and validation in spaces traditionally dominated by men. Riding a motorcycle in Saudi Arabia is more than a hobby — it’s a symbol of choice, strength, and movement.”

Sisterhood empowers women by offering them opportunities to lead, connect, travel, and inspire each other. 

This empowerment is crucial in a society where women are often expected to conform to traditional roles. The presence of female riders challenges stereotypes and encourages other women to explore their interests without feeling limited by societal expectations.

“It also helps normalize the presence of female riders in public, creating a ripple effect for future generations of girls to dream big without limitations,” Abdulsaud says. 

Sisterhood membership is open to all women, regardless of their experience with motorcycles. (Supplied)

Currently, Sisterhood organizes over 40 rides and has 260 active members from cities across Saudi Arabia. The community is steadily growing, with regular collaborations with riders from other Gulf countries. 

Abdulsaud said: “Sisterhood is not just a local club — it’s part of a larger movement.” This expansion reflects the increasing interest among women in pursuing activities that defy traditional gender roles. 

In addition to riding, the club engages in various events and interests that foster camaraderie and personal growth.

“We participate in local and regional motorcycle events, organize safety awareness workshops, community outreach rides, and even lifestyle gatherings like motorcycle fashion events, fitness classes, and off-road trips,” Abdulsaud said.

The wide range of activities encourages a lifestyle filled with empowerment, connection, and fun. 

Through the Sisterhood Motorcycle Club, Saudi women are not only discovering a passion for riding, but also building a supportive network that champions their dreams and aspirations. The club embodies a spirit of unity and strength, allowing women to pursue their passions unapologetically.

“We’re telling them, you have a place among us,” Abdulsaud said.

The Sisterhood Motorcycle Club is more than just a group of women who ride; it is a movement that signifies freedom, empowerment, and sisterhood. As these women continue to break barriers and redefine their roles in society, they are paving the way for future generations to ride boldly into their own destinies. 


Saudi interior minister meets outgoing UK ambassador in Riyadh

Updated 22 June 2025
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Saudi interior minister meets outgoing UK ambassador in Riyadh

  • Neil Crompton will be succeeded by Stephen Hitchen
  • Crompton described Saudi Arabia as a ‘key, indispensable partner’

LONDON: Saudi Minister of Interior Prince Abdulaziz bin Saud bin Naif met Neil Crompton, the outgoing UK ambassador to Riyadh, in his office on Sunday.

Crompton bid farewell to Prince Abdulaziz as his tenure as ambassador ended. Prince Abdulaziz thanked Crompton for his service in the Kingdom and wished him success.

Crompton will be succeeded by Stephen Hitchen.

In a previous interview with Arab News, Crompton described Saudi Arabia as a “key, indispensable partner” to the UK.

“We have a shared history, and part of our shared history is recognition that Saudi Arabia is a key diplomatic partner, not just in the Arab world, but in the Islamic world. I think it has a neutral ability to bridge gaps both between east and west, and north and south,” Crompton said.


Saudi transport minister wraps up visit to Russia and France

Updated 22 June 2025
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Saudi transport minister wraps up visit to Russia and France

  • The visit aims to strengthen cooperation between the Kingdom and Russia and France in the fields of transport and logistics

RIYADH: Saudi Minister of Transport and Logistics Services Saleh Al-Jasser was recently on an official visit to Russia and France along with his accompanying delegation of officials from the sector.

He participated in the opening of the St. Petersburg International Economic Forum and its main session, which was also attended by Russian President Vladimir Putin, the Saudi Press Agency reported on Sunday.

In France, Al-Jasser attended the opening of the International Paris Air Show as well as a signing ceremony for an air services agreement between Saudi Arabia and Panama.

The visit aims to strengthen cooperation between the Kingdom and Russia and France in the fields of transport and logistics.

 


Saudi project clears 1,243 mines in Yemen

Updated 22 June 2025
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Saudi project clears 1,243 mines in Yemen

  • The demining operations took place in Marib, Aden, Jouf, Shabwa, Taiz, Hodeidah, Lahij, Sanaa, Al-Bayda, Al-Dhale and Saada

RIYADH: Members of Saudi Arabia’s Project Masam removed 1,243 explosive devices from various regions of Yemen last week.

The total included 1,182 unexploded ordnances, 57 anti-tank mines and four anti-personnel mines, according to a recent report.

Ousama Al-Gosaibi, the initiative’s managing director, said that 501,243 mines have been cleared since the project began in 2018.

The explosives were planted indiscriminately and posed a threat to civilians, including children, women and the elderly.

The demining operations took place in Marib, Aden, Jouf, Shabwa, Taiz, Hodeidah, Lahij, Sanaa, Al-Bayda, Al-Dhale and Saada.

The project trains local demining engineers and provides them with modern equipment. It also offers support to Yemenis injured by the devices.

Teams are tasked with clearing villages, roads and schools to facilitate the safe movement of civilians and delivery of humanitarian aid.