In a region well accustomed to spectacle, Saudi Arabia is preparing to make its boldest statement yet at the Arabian Travel Market (ATM) 2025 in Dubai—a full-scale tourism showcase that signals not just ambition but a nation truly on the move.
From Riyadh’s gleaming airport terminals to the Red Sea’s soon-to-be-sailed cruise routes, the Kingdom has swapped camel tracks for tarmacs in a transformation that can no longer be ignored. Indeed, with international arrivals leaping to 30 million in 2024—a formidable 9.5% annual rise—Saudi Arabia now strides confidently into the global tourism arena, determined to participate and lead.
And where better to tell that story than on the polished floors of Dubai’s World Trade Centre this April?
Saudi Land: The Kingdom’s Tourism on Full Display
This year’s Arabian Travel Market won’t just host Saudi Arabia—it will celebrate it. A dedicated “Saudi Land” pavilion—more than a nod to last year’s ATM Saudi Village—will serve as the cultural heart of the event. Here, under dates and digital domes, the Kingdom will present the full spectrum of its tourism evolution: from heritage havens in Diriyah to billion-dollar entertainment dreams in Qiddiya.
Veteran players like SAUDIA, flynas, and Cruise Saudi will return with reinvigorated offerings. But the real buzz is around the newcomers—Riyadh Air, flyadeal, BAAN Holding, and Diriyah Company, to name a few—all joining the fray for the first time. Together, they represent a 16% year-on-year jump in Saudi exhibitor numbers, a metric that speaks volumes.
“From the Shadows to the Spotlight”
As one seasoned Gulf travel executive quietly noted, “Just a few years ago, Saudi Arabia was the enigma of the region. Today, it’s the headline act.”
Indeed, it’s hard to miss the numbers. Saudi Arabia’s GDP hit USD 1.1 trillion in 2023, with a per capita income nudging USD 32,500. But what truly catches the eye is the shift away from black gold. In 2000, oil accounted for the lion’s share of the economy. Fast forward to 2021, and 63% of the GDP came from non-oil sectors—a statistic that signals diversification and determination.
Nowhere is this more visible than in tourism. International leisure arrivals grew from a modest 1.12 million in 2019 to a robust 6.2 million in 2023. Meanwhile, domestic travel—traditionally the quiet workhorse—boomed from 48 million trips to an eye-watering 78 million. A nation once closed off is now embracing the wanderlust of its people, and the world is starting to take notice.
Cruise Control and Aviation Ascent
Saudi Arabia’s skyward ambitions are perhaps best symbolised by Riyadh Air, a new national carrier with plans to connect the Kingdom to 100 cities by 2030. And then there’s SAUDIA, quietly but steadily expanding its international reach. The VIDEC report, commissioned specially for ATM, forecasts the Kingdom’s Total Air Market to balloon to USD 11.3 billion by 2028, with global air travel growing at a CAGR of 14.1%.
And on water, Cruise Saudi is making waves—literally. The Kingdom’s push into maritime tourism is not just window dressing; it’s real infrastructure, ships, and itineraries. AROYA Cruises, the new jewel in the Red Sea crown, is set to take centre stage at the Global Stage conference on 28 April, where Executive Director of Marketing Turky Kari will join a panel discussion on community-led destination revitalisation.
To paraphrase a senior analyst in Dubai: “They’re not just building ships and terminals—they’re building trust and experience. And it’s working.”
Hotel Hopes and Hospitality Horizons
If you thought the aviation and cruise numbers were impressive, consider this: Saudi Arabia currently commands 60% of the GCC hotel market, which has stunned even long-time hoteliers.
Domestic travellers account for 70% of the Gross Booking Value (GBV), indicating a strong local appetite for the Kingdom’s burgeoning luxury sector. Add to that 40,000 hotels in the development pipeline—delivering some 320,000 rooms—and you have what could soon be the largest hospitality market in the Middle East.
And not content to build, the Kingdom is curating. Brands like Fairmont, L’azure Hospitality, and Makkah Hotel & Towers are part of an evolving tapestry that mixes faith, function, and five-star finesse.
ATM’s Spotlight on Saudi’s Strategy
But ATM 2025 won’t just be about glitzy booths and glossy brochures. The ATM Conference Programme will offer substance, not just spectacle. With 68 curated sessions and 185 speakers spread across the Global Stage, the Future Stage, and the Business Events Stage, the event aims to foster dialogue and deals.
Among the headline acts is Abulkarim Aldarwish, President of MEA of the Saudi Tourism Authority, who will dissect the global impact of large-scale events in a keynote titled Big Ticket Events: Global Impact and Learnings. Expect a standing ovation.
The Kingdom Has Arrived—And It’s Here to Stay
ATM 2025 is tipped to welcome over 55,000 delegates from 161 countries. Under the theme “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity,” Saudi Arabia is bringing out new brochures and a new blueprint for regional leadership.
This is more than a pavilion; it’s a turning point. Once defined solely by pilgrimage and petroleum, Saudi Arabia presents a broader proposition that includes adventure, luxury, heritage, wellness, and even sustainability.
Or, as Stephen Morton might say, “The desert sands are shifting—and the Kingdom has swapped its keffiyeh for a captain’s hat.”
By Stephen Morton
