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.”

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.

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.

“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.

“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.”

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.

“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.

“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.

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.

Passengers and crew have been praised for their bravery after they restrained and disarmed a 17-year-old attempting to board a plane in Australia with a loaded shotgun on Thursday.

The incident took place at Avalon Airport, near Melbourne, in the state of Victoria.

Victoria Police Superintendent Michael Reid said the boy entered the airport through a hole in the security fence, before approaching a Jetstar Airways plane that was preparing for take-off.

“This would have been a very terrifying incident for the passengers of that plane and Victoria Police really commend the bravery of those passengers who were able to overpower that male,” Reid said.

Reid singled out two passengers and a pilot for their roles in disarming the teenager before police arrived.

Barry Clark, a former professional boxer, was one of the passengers involved in restraining the suspect.

Clark said he noticed the boy had grown agitated at the plane’s entrance, where he was being questioned by a flight attendant.

In an interview with Network 10 television, Clark said he then spotted the gun.

After approaching the boy from behind, Clark said he “put him in a bit of a lock”, “threw him to the floor” and then held him in position by putting his knee on the boy’s back.

The teenage suspect has been charged with numerous offences, including unlawfully taking control of a plane and possessing a weapon.

Responding to the incident, Australian Prime Minister Anthony Albanese insisted that the country’s airports have robust security.

“This incident is concerning for members of the public. I commend the work of police and aviation officials in responding to it quickly,” he said.

Ari Suss, Avalon Airport’s chief executive, said his organisation had implemented further security measures as a result of Thursday’s event.

Meanwhile, Jetstar, a budget subsidiary of Qantas Airways, said it was working with the police and the airport to understand what had happened.

The flight, which was supposed to carry about 150 people to Sydney, was cancelled.

Saudi Arabia will soon be connected more to the world with the launch of Riyadh Air, the Kingdom’s ambitious new airline.

Scheduled to take flight by the end of 2025, the digital-first carrier aims to revolutionise travel to and from Saudi, while shining a spotlight on Riyadh’s rich heritage, dynamic culture and thriving culinary scene.

A sister airline to Saudia, Riyadh Air is owned by the Kingdom’s Public Investment Fund and was officially unveiled in March  2023, by Crown Prince Mohammed bin Salman.

Since then, it has made waves with its plans for a 132-strong fleet, high-profile partnerships with global brands such as Atlético Madrid and Delta Airlines, and a bespoke designer uniform for its cabin crew.

Now, the airline is set to be a key player in Saudi Arabia’s Vision 2030 initiative, contributing to the goal of attracting 150 million annual visitors by the end of the decade and generating over 200,000 jobs in the process.

Style and sustainability: Is this the future of flying?

Riyadh Air’s impressive fleet is set to include 60 cutting-edge Airbus A321neo aircraft and 39 Boeing 787-9 Dreamliners, designed with spacious cabins, noise-reduction technology, and 25 per cent better fuel efficiency. It will also have the largest windows of any commercial passenger aircraft.

True to its digital-first ethos, the airline has also launched a mobile app powered by AI, offering a highly personalised user interface.

Travellers will be able to input their budget, preferred travel dates and specific preferences and then the app will curate custom itineraries complete with hotel options, attractions, and restaurant suggestions.

Additionally, the innovative app utilises advanced facial recognition, turning your face into your passport, boarding pass and payment method. This is expected to provide a smoother travel experience for passengers, by streamlining airport processes and eliminating queues.

Discover Riyadh: What to see and do in the Saudi Capital

While Riyadh Air will connect over 100 destinations globally by 2030, its brand identity is deeply rooted in the capital.

Boasting a mix of traditional souks, grand palaces and modern commercial districts, the best way to get the lay of the land is by taking an elevator up to the Sky Bridge for 360° views.

Elevated 300 metres above ground, the 65-metre curved viewing platform in the Kingdom Centre is an impressive introduction to an ever-changing skyline offering dramatic views from city to desert.

To explore Saudi Arabia’s rich heritage, few places compare to Diriyah, a UNESCO World Heritage site where you can enjoy boutique shopping experiences and tuck into an array of local and international dining options.

Located on the outskirts of the capital, Diriyah is considered to be the birthplace of Saudi Arabia and is the ancestral home of the Al Saud family.

Currently undergoing major redevelopment, the first areas of the traditional mud-brick town are now open to visitors, including the At-Turaif District, which dates back to the 15th century, and the Salwa Palace where you can embark on a tour led by local guides.

For games, live shows and sports challenges, head to Boulevard Riyadh City, a sprawling entertainment centre packed with shops, restaurants, and cafés. Don’t miss Times Square, a fascinating depiction of the New York landmark that pulses with live performances, dancing, and even firework displays.

In Riyadh’s Al-Aqeeq neighbourhood, KAFD is a dynamic fusion of business and lifestyle. Spanning 1.6 million square meters, this architectural marvel boasts 95 towers and state-of-the-art infrastructure. As the world’s largest LEED Platinum-certified development, it offers a vibrant blend of sustainable shopping, dining, and entertainment.

Embark on a desert adventure in the Riyadh wilderness

To experience the great outdoors, head to Rawdat Tinhat, Saudi Arabia’s largest natural meadow covering 140,000 square kilometres. Located 185 kilometres north of Riyadh in Rumah province, you’ll get the chance to see Rawdat Tinhat’s famous colourful tulips, and it’s a serene spot for camping and stargazing.

Thrill-seekers, meanwhile, should set their sights on Edge of the World, known for its dramatic cliffs and panoramic views. Situated 120 kilometres west of Riyadh, the 300-metre-high cliff face is lined with trails, canyons, and desert landscapes. Here, you can enjoy an exhilarating hiking experience that culminates in breathtaking vistas of the surrounding wilderness.

Whether you’re seeking cultural immersion, outdoor adventure or urban exploration, Riyadh’s blend of old and new promises an unforgettable journey.