Saudi stand awarded ‘best exhibitor’ for Best of the Best out of 5,500 exhibitors from 161 countries and ‘best exhibitor’ for Near/Middle East during first ITB Berlin participation, featuring 45+ trade partners, 200+ bookable products, interactive Saudi Talks, date tastings and the renowned Saudi Café. - The breadth and depth of Saudi’s product offering spanning sun and sea, culture and heritage and Nusuk brought to life through interactive experiences. - Stand inaugurated by Saudi Tourism Minister His Excellency Ahmed Al Khateeb and visited by influential tourism leaders including heads of state, ministers and CEOs.

AlUla, the ancient crossroads of civilisations in north-west Arabia that is now emerging as a global destination for cultural and natural heritage, will be the site of the first-ever in-person meeting of representatives of the Best Tourism Villages by UNWTO.

Saudi kicks off its first participation at ITB Berlin, the world’s biggest travel show and convention, celebrating key milestones for Saudi’s tourism growth story and showcasing the breadth and depth of Saudi’s extraordinary destination offering.

New resort will be located within The Red Sea destination, stretching across 200 kilometres of stunning coastline along the Kingdom’s western coast

Collective Retreats, a pioneer in outdoor experiential hospitality, has announced a partnership with NEOM to open a next generation, ultra- sustainable retreat in Trojena, the snow-capped mountain destination located in northwestern Saudi Arabia. Slated to open at the start of 2026, Collective Trojena will re-imagine the outdoor hospitality experience – offering guests unprecedented access to discover and explore the region’s spectacular and incomparable beauty located 50km from the Gulf of Aqaba.

Premier Inn MENA plans to take Britain’s biggest hotel brand to the Kingdom of Saudi Arabia in 2023 as part of its Middle East expansion, with discussions with several investors and potential business partners under way.