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.

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.

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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.

North Korea has suspended foreign tourism to the border city of Rason, weeks after allowing a group of international travellers to enter the nation for the first time in five years, according to tour companies.

This week, two Western tour operators — Koryo Tours and Young Pioneer Tours (YPT) — and China-based KTG Tours announced the suspension of trips to the hermit state.

“Just received news from our Korean partners that Rason is closed to everyone. We will keep you posted,” KTG Tours, which specialises in North Korean travel, said on Facebook.

People planning North Korea tours in April and May should refrain from booking flights “until we have more information”, YPT said in a Facebook post.

Last month, 13 travellers from the UK, Canada, Greece, New Zealand, France, Germany, Austria, Australia and Italy visited the northeastern city of Rason — where the country’s special economic zone is located — for a five-day trip organised by Koryo Tours.

The travel company’s manager, Simon Cockerell, said the visitors crossed into North Korea by land from China. Whilst inside the country, they visited factories, shops, schools and statues of the country’s first two supreme leaders, Kim Il-sung and Kim Jong-il.

They were the first non-Russian visitors to enter North Korea since it shut its borders during the COVID-19 pandemic. Since 2022, the nation has been slowly scaling back restrictions and reopening its borders, with some 880 Russian tourists visiting the country throughout last year, according to South Korea’s Unification Ministry.

Stricter restrictions

Before the pandemic, tourism was an easy, legitimate source of foreign currency for North Korea, one of the world’s most sanctioned countries due to its nuclear programme.

At least 300,000 Chinese tourists visited North Korea annually pre-pandemic— representing more than 90% of total international visitors — according to the Institute for National Security Strategy, a think tank run by South Korea’s intelligence agency.

Yet experts have said the restrictions that North Korea has typically imposed on foreign travellers, such as requirements that they move with local guides and the banning of photography at sensitive places, will likely hurt its efforts to develop tourism.

Koryo Tours told the BBC that the group’s movements in Rason were more restricted than on previous trips — they had fewer chances to wander the streets and talk to locals.

The tour company said earlier this week that it was accepting international applications for the Pyongyang Marathon for the first time since the pandemic. However, whether those applications will be processed for the 6 April event is now unclear.

North Korea is expected to open a massive tourism site on its east coast in June. In January, when US President Donald Trump boasted about his relationship with Kim Jong-un, he said: “I think he has tremendous condo capabilities. He’s got a lot of shoreline”.

Lee Sangkeun, an expert at the Institute for National Security Strategy, said that Rason, the eastern coast site and the capital Pyongyang would be the places where North Korea’s authorities believe they can easily monitor and control foreign tourists.