Saudi Arabia enchants ITB Berlin with an immersive "Saudi Land" display.

Berlin, March 22, 2025 – Saudi Arabia participated in ITB Berlin 2025 for the third consecutive year, showcasing its tourism sector at Saudi Land and reinforcing its position as a key global destination.

Led by Fahd Hamidaddin, CEO of the Saudi Tourism Authority (STA), the Saudi delegation included 45 tourism partners, featuring tour operators and major airlines. The exhibition highlighted Saudi Arabia’s diverse tourism offerings through interactive sections, including Ramadan Markets in Jeddah, a Sports and Entertainment Zone, and a Heritage and Culture Section showcasing UNESCO-listed sites.

Visitors experienced authentic Saudi hospitality with dates and Saudi coffee, enjoyed live heritage performances, and explored travel packages and investment opportunities. Saudi Land also emphasized the Kingdom’s growing role in global sports tourism, highlighting its history of hosting major events like Formula 1, the WTA Finals (2025), the AFC Asian Cup (2027), and the FIFA World Cup (2034).

The Saudi Tourism Authority provided a business platform for global industry professionals, facilitating partnerships, investment discussions, and tourism expansion initiatives, particularly in the Red Sea region, AlUla, and Diriyah.