Friday, June 6, 2025

Saudi Arabia has embarked on a bold and ambitious APAC tourism strategy to make the Kingdom a travel powerhouse in the world by providing rich cultural experiences, regenerative luxury, and accessible travel specifically designed for Asia-Pacific travelers. Through a vision of innovation, sustainability, and empowering women travelers in particular, Saudi Arabia is rewriting the script of contemporary tourism through historic reforms, international-class events, and true Arabian hospitality, positioning itself as a destination of choice for global travelers in search of unforgettable and meaningful travel experiences.

During the 2025 Pacific Asia Travel Association (PATA) Travel Mart held in Istanbul, Saudi Arabia showcased its renewed dedication to strengthening and broadening its tourism footprint throughout the Asia-Pacific region. The Saudi Tourism Authority (STA) outlined its ambitious APAC Strategy, emphasizing a transformative approach that blends innovation, inclusivity, and sustainability to position the Kingdom as a top global travel destination. By deepening engagement with Asian markets and joining influential travel organizations like PATA, Saudi Arabia is ushering in a new era of cross-border collaboration, data-driven insights, and traveler-focused product development.

Saudi Arabia’s partnership with PATA represents more than a symbolic gesture—it’s a strategic alignment with a global network of travel experts, aimed at co-creating impactful tourism experiences. The Kingdom’s tourism vision is anchored in innovation, hospitality, and meaningful partnerships. As part of this shift, STA is committed to reshaping perceptions about the Kingdom, particularly around safety, diversity of experiences, and accessibility for women and solo travelers.

By actively participating in the PATA platform, STA gains access to powerful industry insights and a space to share ideas with leading tourism stakeholders. This alliance is expected to strengthen Saudi Arabia’s tourism brand in Asia-Pacific markets and support its mission to offer authentic, year-round travel opportunities.

One of the most pivotal aspects of Saudi Arabia’s tourism strategy in the APAC region is its focus on safety and inclusivity. Saudi Arabia has advanced notably in international safety standings, securing the 14th position in the 2025 Numbeo Safety Index. In 2024, Madinah earned global acclaim as the world’s safest destination for solo female travelers.

Recent policy changes have made it possible for women to undertake religious pilgrimages like Umrah independently, marking a groundbreaking advancement in travel accessibility and personal freedom. Saudi’s travel experiences are also evolving to cater specifically to women, with thoughtfully curated offerings such as wellness retreats, heritage tours, luxury shopping, and desert adventures.

From exploring the ancient wonders of Hegra in AlUla to stargazing across the vast Rub’ al Khali desert, women travelers are discovering a Saudi Arabia that welcomes, empowers, and inspires. The impact is evident—44% of inbound tourists in the first half of 2024 were women. Curated group itineraries like the 12-day Saudi Women’s Expedition offer safe, empowering, and immersive experiences for this growing segment.

For travelers across the Asia-Pacific region—especially from India, Southeast Asia, and Oceania—Saudi Arabia is positioning itself as an authentic, welcoming destination. The Kingdom combines heritage, hospitality, and innovation in a way that resonates with modern travelers looking for deeper cultural engagement and meaningful adventures.

With eight UNESCO World Heritage Sites and over 10,000 archaeological landmarks, Saudi offers immersive experiences in places like Diriyah, AlUla, and Historic Jeddah. Visitors can step into the ancient At-Turaif District, once the seat of power for the first Saudi state, or wander through Al-Balad’s coral-stone alleyways, rich in merchant history.

For travelers seeking seasonal variety, the Aseer Highlands offer a refreshing summer escape with verdant landscapes and cooler temperatures, providing a contrast to the Kingdom’s arid deserts. Meanwhile, the hospitality of the Saudi people and the emphasis on cultural preservation create a sense of welcome and connection across every traveler interaction.

Saudi Arabia’s tourism transformation is also fueled by a series of world-class events designed to attract global audiences. The country is quickly becoming a hub for sports, culture, and entertainment.

In Riyadh, the MDLBEAST music festival continues to draw hundreds of thousands of attendees, while the Esports World Cup has cemented Saudi’s reputation as a leader in competitive gaming. Upcoming international mega-events on Saudi Arabia’s horizon include the 2027 AFC Asian Cup, the 2027 Esports Olympic Games, the 2029 Asian Winter Games, Expo 2030 in Riyadh, the 2034 edition of the Asian Games, and the widely awaited FIFA World Cup 2034. FIFA World Cup 2034.

These events not only attract international travelers but also stimulate local economies, create job opportunities, and reinforce Saudi Arabia’s identity as a modern, progressive, and vibrant destination. Group Inclusive Tours (GIT) are also being promoted to enable families and friend groups from APAC markets to experience these events and destinations together.

At the forefront of Saudi Arabia’s tourism renaissance is the Red Sea—home to one of the world’s most ambitious regenerative tourism projects. Red Sea Global is leading a movement that blends environmental preservation with world-class luxury travel.

The KAUST Reefscape Restoration Project, one of the largest coral restoration initiatives globally, aims to rehabilitate 100 hectares of reef around Shushah Island. This marine ecosystem supports over 1,200 fish species and 300 types of coral, setting new benchmarks for eco-tourism.

The region has already welcomed five luxurious resorts:

These are just the beginning. Eleven more resorts are scheduled to open by the end of the year, with 50 hotels planned by 2030, accompanied by luxury marinas, desert trails, golf courses, and immersive entertainment venues. The Red Sea project aims to be a cornerstone of luxury sustainability, providing transformative travel experiences while preserving fragile ecosystems.

The Saudi Tourism Authority’s APAC Strategy reflects a forward-looking approach that balances cultural authenticity, innovation, and responsible development. Through partnerships with industry organizations, enhanced safety for travelers, empowering reforms, and sustainable luxury, Saudi Arabia is building a destination that appeals to diverse travel audiences—from solo female explorers to large family groups, wellness seekers, and digital nomads.

The Kingdom’s rich cultural landscape, coupled with its expanding portfolio of international events and eco-conscious developments, positions it as one of the most exciting new destinations for the Asia-Pacific market. Saudi is not only welcoming the world—it is redefining what global tourism can look like in the years ahead.

Saudi Arabia is reimagining global tourism through a dynamic APAC strategy that offers rich cultural encounters, empowering travel, and world-class sustainable luxury. This revolutionary model makes the Kingdom a top destination for Asia-Pacific tourists in search of authenticity, innovation, and memories that will be etched in their minds forever.

As STA continues to engage with APAC travelers, the message is clear: Saudi Arabia is ready, open, and eager to share its stories, landscapes, and hospitality with the world.