Words weave into wonder at London’s ExCeL this November, as Saudi Arabia unveils something extraordinary. “Saudi Land,” the Saudi Tourism Authority’s (STA) immersive pavilion at World Travel Market 2025, is not just a space — it’s a statement. Bold. Ambitious. Iconic. A blueprint for tourism’s next frontier.
In a year glittering with over 116 million international visitors and a record-breaking $75 billion in tourism spend, Saudi arrived at WTM 2025 like a new star eclipsing expectations — galvanizing London’s global travel elite to reimagine what’s possible. With 71 leading partners and a treasure chest of untapped travel opportunities in tow, the Kingdom’s message was unequivocal: the future of tourism is here — and it’s unlike anything you’ve seen.
A Kingdom Reimagined: Inside ‘Saudi Land’
The moment you stepped across the threshold, you were no longer in London. Saudi Land offered its guests a sensory journey into the heart of the Kingdom’s Unreal Calendar and its most breathtaking destinations.
Here, the charm of AlUla’s sandstone sanctuaries met the cerulean perfection of the Red Sea, and Jeddah’s cultural pulse collided perfectly with Riyadh’s soaring modernity.
This immersive experience crowned the Saudi Land campaign, personified by global icon Cristiano Ronaldo, unveiling 12 months of unmissable world-class events. Think Formula 1, the electric MDLBEAST Soundstorm, WWE’s spectacle-filled Royal Rumble, and because football never sleeps in Saudi — both the Italian and Spanish Super Cups.
The pavilion didn’t just whisper luxury — it roared with it. From the unveiling of ultra-luxe accommodations at Shura Island, to the sheer adrenaline behind Six Flags Qiddiya City, Saudi made it clear: it’s not just keeping up with the world’s best — it’s setting the pace.
Building the Future: Day 1 Highlights
- Opening Ceremony: A high-octane welcome by STA and Saudi’s tourism partners set an electric tone.
- Strategic Alliances: No less than nine MoUs were signed on day one, including deals with TUI Group and Saudia Holidays.
- Innovation in Motion: Visitors were invited to “play Saudi” with interactive sporty activations, live entertainment, cultural vignettes, and a dynamic look at trip packages tailored for every traveller under the Arabian sun.
A Destination of Opportunity
“With bold investment in infrastructure and expanded air connectivity, Saudi is creating a truly year-round destination for visitors and partners alike,” said Abdullah Alhagbani, the STA’s Chief Partnerships and Regulatory Affairs Officer.
“For partners seeking exceptional returns, Saudi stands apart as one of the world’s fastest-growing destinations. We invite the global travel trade to seize the unparalleled opportunities that Saudi offers.”
Their work speaks volumes. In just five years, Saudi’s tourism engine has evolved at a stunning pace, backed by one of the most ambitious hospitality investment strategies in the world. 71 partners. 500 meetings. Billions in development.
STA’s mandate is equally impressive. Since its launch in 2020, it now operates 16 global offices across 38 countries, masterminding programs, partnerships, and trailblazing destination marketing unlike any of its peers.
WTM 2025 was more than a showcase for Saudi — it was a coronation. A bold new era of travel has begun, and its epicentre is a Kingdom transforming from a whispered curiosity to an inescapable force in luxury, culture, and adventure.
The world has officially entered Saudi’s Unreal Calendar. And this time, the journey is truly timeless.
