Cover Saudi Arabia is a unique tourism destination, particularly for female travellers (Photo: Saudi Touism)
Saudi Arabia is a unique tourism destination, particularly for female travellers (Photo: Saudi Touism)
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Saudi Arabia is rapidly establishing itself as the Middle East’s most intriguing tourismdestination, Tatler spoke to Alhasan AIdabbagh about Asian travellers
Saudi Arabia’s sport tourism ambitions were on full display during the Saudi Super Cup’s Hong Kong debut in August, which brought four major Saudi Pro League teams—including Al-Nassr, featuring Cristiano Ronaldo—to Hong Kong Stadium. Building on this momentum, the Saudi Tourism Authority launched the “I Came for Football, I Stayed for More” campaign in early September, with Ronaldo as its face, further amplifying Saudi Arabia’s growing global presence and inviting the world to discover the country’s calendar of diverse cultural, entertainment and sporting experiences. The authority has also unveiled its 'Unreal Calendar', showcasing the breadth of world-class events.
The sporting spectacle reflects a broader transformation underway in Saudi Arabia—one that extends far beyond the football pitch and runs deeper than headlines suggest, explains Alhasan Aldabbagh, president for Apac markets at the Saudi Tourism Authority, during his recent visit to Hong Kong.
What began as a wave of metamorphosis has evolved into profound societal change, directly enhancing the visitor experience. One of the most inspiring shifts is the scale of women’s empowerment—from gaining new opportunities to leading in business and culture, women in Saudi Arabia are now thriving across industries. “They are leaders in multinational corporations.”
Above The red sea (Photo: Saudi Touism)
The red sea (Photo: Saudi Touism)
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This shift has created a welcoming and inclusive tourism environment, particularly for female travellers. “For those who want to have exclusive experiences, there are women-led expeditions where you can go to the desert with female tour guides,” Aldabbagh says. These include authentic cultural immersion—dining with Saudi families, traditional cooking classes and desert adventures entirely managed by local women. The numbers back this up: this year, Saudi Arabia came 14th globally on the international safety index, Numbeo, climbing 12 places from its 26th rank in 2024.
This welcoming atmosphere stems from a national commitment to the success of tourism. The Saudi Arabia’s Vision 2030 programme, aimed at cultural, social and economic diversification, has created immense awareness across the nation of the benefits of visitors. “Our Vision 2030 means that the country understands that tourism is going to bring prosperity to the nation and it’s going to create opportunity,” Aldabbagh says.
Saudi Arabia is also redefining perceptions of Middle Eastern destinations, especially in terms of entertainment. MDL Beast, a festival held annually in December in Riyadh, has become the region’s largest music festival and showcases Saudi and regional artists alongside global superstars. Its flagship event, Soundstorm, is one of the world's biggest music festivals, featuring over 200 artists across eight stages and drawing up to 700,000 attendees. International headliners at past editions have included David Guetta, Steve Aoki and Eminem, who attracted thousands of attendees to the Saudi capital.
Another myth the tourism authority is eager to dispel is that Saudi Arabia can only be visited during cooler months. Aldabbagh encourages visitors to forget stereotypes about oppressive desert heat: northern and southern regions experience snow, while mountain areas reaching 2,000 metres maintain comfortable 18 to 20 degrees Celsius even during summer, making the country a year-round destination with climate variety rivalling established Asian destinations.
Above The St.Regis Red Sea Resort (Photo: Saudi Touism)
Above Jeddah, a Saudi Arabian port city on the Red Sea (Photo: Saudi Touism)
The St.Regis Red Sea Resort (Photo: Saudi Touism)
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This seasonal variety contributes to what you can enjoy in Saudi Arabia—from sports to culture and entertainment, the country offers something for everyone. Its annual line-up continues to expand, with events like Riyadh Fashion Week, the Red Sea International Film Festival, arts biennales and the Riyadh and Jeddah Seasons, mega entertainment events forming the cornerstone of the cultural calendar.
As the confirmed host of global events including the Fifa World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027, Saudi Arabia is proudly cementing its status as a premier destination for large-scale global gatherings. Other marquee international events include the Esports World Cup, Formula 1, LIV Golf Riyadh, ATP and WTA tennis tournaments, as well as the Saudi Pro League.
Access for Hong Kong travellers is easier than ever. Cathay Pacific is currently offering four weekly direct flights to Riyadh, with a fifth on the horizon. The streamlined eVisa system delivers remarkable efficiency too—Hong Kong residents with Chinese nationality can secure entry within minutes.
Above Guests were treated with traditional Arabic coffee and dates (Photo: Saudi Touism)
Guests were treated with traditional Arabic coffee and dates (Photo: Saudi Touism)
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Of course, as might be expected of an up-and-coming Middle Eastern tourist destination, luxury and sustainability are key. Red Sea Global, a mega-development company owned by Saudi Arabia’s Public Investment Fund and founded in 2017 by crown prince Mohammed bin Salman as part of Vision 2030, represents the Saudi’s commitment to protecting the planet. “Red Sea Global is [all] about sustainability; it’s about the regeneration of the environment,” Aldabbagh says. The company is developing multiple luxury resorts along Saudi Arabia’s Red Sea coast which also contribute to regenerative tourism; the design and development of the properties includes actively restoring coral reefs and planting mangroves, and the properties operate entirely on renewable energy. With five operational resorts, including the recently opened Desertrock, it offers sustainable, lush marine environments that will appeal to environmentally conscious luxury travellers.
For Hong Kong and Greater Bay Area travellers seeking authentic experiences, Saudi Arabia is a must-visit destination: built on reform, strategic accessibility and adventure, it is a nation that has reimagined itself for the modern traveller.
