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‘The fastest growing destination in the world’: Why European travellers are flocking to Saudi Arabia

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Saudi Arabia is becoming a must-visit destination for Europeans. Here are the best places to visit.

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.

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  • Daniela Daecher is a twenty-something bookworm and coffee addict with a passion for geeking out over sci fi, tv, movies, and books. In 2013 she completed her BA in English with a specialization in Linguistics. In 2014 she completed her MA in Linguistics, focusing on the relationship between language and communication in written form. She currently lives in Munich, Germany.

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‘Leave them where they belong’: Bruges implores tourists to stop stealing cobblestones

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Tourists have been caught smuggling all kinds of stolen souvenirs home from holidays, from artefacts picked up in Pompeii to sand from Italy’s famous pink beach on the island of Sardinia.

The Belgian city of Bruges is the latest victim of keepsake crime, but the item visitors have taken a fancy to is unexpected.

The city council has reported the theft of dozens of cobblestones from the city centre, and suspects tourists are the culprits.

Tourists suspected of pilfering Bruges’ cobblestones

Bruges’ cobblestones are increasingly being pilfered from well-known spots in the UNESCO-designated historic centre, public property councillor Franky Demon reported this week.

“At iconic locations such as Minnewater, Vismarkt, Markt and Gruuthusemuseum, it is estimated that 50 to 70 pieces of cobblestone disappear every month. And that number could be even higher,” Demon told press.

“The phenomenon increases significantly, especially during busy tourist periods such as spring and summer,” he added.

For this reason, authorities suspect visitors are pocketing the stone as souvenirs.

‘Leave that cobblestone where it belongs’

As well as damaging a valuable part of the city’s heritage, the stolen stones have created safety issues.

The gaps from removed stones present trip hazards for pedestrians – and are costly to repair.

“It’s unfortunate that our employees constantly have to go out to fix potholes and loose stones. This causes a lot of additional work and costs: about 200 euros per square metre of reconstruction,” explained Demon.

The councillor urged visitors to respect the historical environment of Bruges.

“We simply ask for respect. Anyone walking through Bruges crosses centuries of history. Leave that cobblestone where it belongs,” he said.

Bruges’ cobblestones are apparently not the only sought-after street souvenir.

Along the famous Paris-Roubaix cycling route, tourists are known to pilfer parts of the pavement.

While Rome’s iconic ‘sampietrini’ – cobblestones made of solidified lava – have also disappeared into suitcases over the years.

Author

  • Daniela Daecher is a twenty-something bookworm and coffee addict with a passion for geeking out over sci fi, tv, movies, and books. In 2013 she completed her BA in English with a specialization in Linguistics. In 2014 she completed her MA in Linguistics, focusing on the relationship between language and communication in written form. She currently lives in Munich, Germany.

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‘Inequality and infinite growth’: Canary Islands anti-tourism protests reignite amid record arrivals

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This weekend, residents of Spain’s Canary Islands are coming out in force to protest against mass tourism.

People on the archipelago have been growing increasingly vocal about its struggles with visitor numbers.

Last year, locals held multiple protests to highlight overtourism’s strain on local infrastructure and housing availability. They look set to continue again this summer as residents say little has been done to tackle the problem.

Protests planned across Spain against overtourism

On Sunday, 18 May, residents of the Canary Islands will take to the streets to join protests organised by campaign group Canarias tiene un límite (The Canary Islands have a limit).

Demonstrations will be held on all the islands of the archipelago as well as in several cities across Spain.

Protests will begin at 11 am on the seven main Canary Islands – El Hierro, La Palma, La gomera, Tenerife, Gran Canaria, Lanzarote and Fuerteventura – and at 12pm on mainland cities including Barcelona, Madrid and Valencia.

Residents in the German capital of Berlin are also planning to take to the streets in solidarity.

Why are residents of the Canary Islands protesting?

The organisers say they are protesting to oppose the current economic model “based on overtourism, speculation, inequality and the infinite growth on very limited land”.

Instead, they want a transition to a people-centred, environmentally responsible model that respects the archipelago’s ecological and social needs.

Specifically, they are calling for a halt to destructive hotel projects across the islands and the building of a motor circuit on Tenerife; a moratorium on new tourist developments; guaranteed access for residents to healthcare and housing; and a functional ecological tourist tax.

The group also wants the immediate introduction of measures to curb marine pollution and the creation of an environmental restoration law.

Canary Islands receive record number of tourists in March

Earlier this month, authorities announced that the Canary Islands received more than 1.55 million foreign visitors in March, up 0.9 per cent on the record set in the same month last year.

The figures were released by the Canary Islands National Statistics Institute (INE), which added that the total number of international tourists for the first quarter of 2025 was 4.36 million, an increase of 2.1 per cent year-on-year.

The tourist influx comes despite dozens of protests staged last year by Canary Island residents against mass tourism.

Similar demonstrations have already taken place this year. Over Easter, around 80,000 hospitality workers in Tenerife, La Palma, La Gomera and El Hierro walked out in a dispute with unions over pay.

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  • Daniela Daecher is a twenty-something bookworm and coffee addict with a passion for geeking out over sci fi, tv, movies, and books. In 2013 she completed her BA in English with a specialization in Linguistics. In 2014 she completed her MA in Linguistics, focusing on the relationship between language and communication in written form. She currently lives in Munich, Germany.

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Crete earthquake: Is it safe to travel to the Greek island following tsunami warning?

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A 6.0 magnitude earthquake struck off the coast of the Greek island of Crete early this morning, Wednesday 14 May.

Authorities issued a tsunami alert in the area shortly after the tremor, which was felt as far away as Israel, Syria and Egypt.

Tourists are being warned to stay away from coastal areas in the popular holiday spot.

Here is the latest travel information from the local government.

Tourists in Crete urged to move away from coastlines

The earthquake was at a depth of 35 kilometres with its epicentre near the islands of Kasos and Karpathos in the Aegean Sea.

Greece’s Ministry for Climate Crisis and Civil Protection issued a precautionary tsunami warning for the area, including the east coast of Crete and the island of Rhodes.

Authorities urged residents and tourists on the island to keep away from the coastline and move to higher ground.

“A magnitude 5.9 earthquake occurred 48km SE of Kasos. Risk of possible Tsunami in your area,” the Ministry posted on its X account this morning. The magnitude was later updated to 6.0.

“Move away from the coast immediately. Follow the instructions of Local Authorities.”

Samaria Gorge, one of Crete’s most popular hiking routes, is temporarily closed as officials check for any damage done to the route.

“The Natural Environment and Climate Change Organisation announces that due to the earthquake that occurred today south of Kasos, the gorge will remain closed to visitors in order to check the route for possible rockfalls,” authorities said. “A further announcement will be made late this afternoon.”

Crete earthquake: Is it safe to travel and am I entitled to compensation?

Foreign governments have not issued travel advisories as yet, so it is currently still considered safe to visit Greece and its islands.

This also means that, should you choose not to go ahead with your trip, you are unlikely to receive compensation.

Depending on your travel insurance policy, you may be able to receive a refund for some or all of your trip if it includes compensation for cancellations due to natural disasters. Check with your provider and read your terms and conditions carefully.

There have been no reports so far of injuries or major damage from the earthquake, but authorities are monitoring the situation closely and have warned people should remain vigilant.

If you are on holiday in or about to travel to Crete, Kasos or Karpathos, make sure you stay up to date with the latest information.

Crete and its surrounding region are considered one of Europe’s most seismically active zones.

In October 2021, a 6.3 magnitude earthquake shook the island just weeks after another tremor killed one person and injured several others.

Author

  • Daniela Daecher is a twenty-something bookworm and coffee addict with a passion for geeking out over sci fi, tv, movies, and books. In 2013 she completed her BA in English with a specialization in Linguistics. In 2014 she completed her MA in Linguistics, focusing on the relationship between language and communication in written form. She currently lives in Munich, Germany.

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