Kingdom wows in Berlin with immersive ‘Saudi Land’ experience

The fast-growing attraction of Saudi Arabia as a tourist destination is being showcased in style this week (4-6 March) at ITB Berlin, the influential world travel industry exhibition.

Mar 5, 2025 - 09:21

Kingdom wows in Berlin with immersive ‘Saudi Land’ experience

GERMANY/SAUDI ARABIA. The fast-growing attraction of Saudi Arabia as a tourist destination is being showcased in style this week (4-6 March) at ITB Berlin, the influential world travel industry exhibition.

A delegation of 47 tourism partners, led by Saudi Tourism Authority (STA) CEO Fahd Hamidaddin, is using a large, dynamic exhibition space in the ExpoCenter City venue named ‘Saudi Land’ to promote the country.

**The extensive Saudi Land exhibition area at ITB Berlin (above). Below, the space hosts a traditional Saudi dance. {All images courtesy of Saudi Tourism Authority}**

Travel and tourism trade exhibition visitors are being invited to step into immersive experiences through Saudi Land, exploring interactive exhibits that showcase Saudi’s rich culture and heritage.

This includes elements from traditional Saudi folklore dance and music performances and the opportunity to sample culinary delights to cutting-edge VR experiences, transporting visitors to the Kingdom’s attractive sun and sea landscapes.

**Saudi Land opened with a reception event, which featured an address by Saudi Arabia Minister of Tourism and STA Chairman His Excellency Ahmed Al Khateeb (below)**

Saudi Land is also highlighting new travel packages and experiences across destinations including AlUla, Diriyah, the Red Sea coast and Neom.

“By collaborating with global partners and creating attractive travel packages, Saudi is further solidifying its position as a leading tourism destination and a lucrative investment opportunity,” STA noted.

The Saudi delegation includes representatives from Saudi destination management companies, including Abercrombie & Kent, Discover Saudi and Zahid Travel Group; leading hospitality brands, such as Fairmont, Raffles and Rotana; and major airlines, including Riyadh Air, Saudia and flynas.

Fahd Hamidaddin said: “At ITB Berlin, we are thrilled to share Saudi’s incredible journey as the fastest-growing tourism destination, a success made possible by our valued partners and travellers. Their trust and enthusiasm have opened up new business opportunities, making Saudi an unmissable market for all our partners.

**Saudi Arabia Minister of Tourism and Saudi Tourism Authority (STA) Chairman His Excellency Ahmed Al Khateeb (left) and STA CEO Fahd Hamidaddin pictured on the ITB Berlin opening day**

“Since 2018, we’ve had the pleasure of hosting over 100 major, international sporting events – and this is just the beginning.

“With the exciting return of Formula 1 and the debut of the WTA Finals in 2025, the AFC Asian Cup and Olympic Esports in 2027, and the FIFA World Cup in 2034, our growth story is far from over.

**Tourism wonderland: Saudi Arabia’s traveller offer is showcased by Riyadh’s Boulevard World (above), and (below) a sunbathing area at the Habitas Resort and the famous architecture of Diriyah**

“We invite you to join us as we continue to transform Saudi into a premier destination for women and families, sports fans and every type of traveller, offering unparalleled experiences and unforgettable memories.”