Saudi is emerging as a wellness capital, with its diverse regions championing bespoke wellness experiences. Its awe-inspiring natural landscapes are the perfect backdrop to reset and restore travellers – think pristine waters, lush green mountains, fresh air, outdoor oases and rolling desert dunes, plus a boost of vitamin D to mark the end of winter.

The Kingdom of Saudi Arabia is expected to deliver 320,000 new hotel rooms – with a development cost of US$37.8 billion – by 2030 as part of its unprecedented investment in infrastructure, tourism transformation and real estate, according to industry data released ahead of the Future Hospitality Summit Saudi Arabia, 29 April to 1 May.

Invest Saudi is gearing up for three days of high level discussions, networking, and deal making with Saudi Talks, a series of panel discussions and exclusive presentations from leading Saudi government and industry figures, at MIPIM 2024.

Escape the winter chill and whisk mothers and mother-figures to warmer climes. From spa treatments and gourmet delights, to bonding over a new skill, not only does a trip to Saudi promise much-welcomed boost of vitamin D to mark the end of winter, but an opportunity to enjoy some truly special experiences in the world’s newest and most exciting tourist destination.

“Go Beyond What You Think” invites a global audience spanning two continents and multiple channels, to discover the delightfully unexpected in Saudi * International football icon and Saudi Tourism Ambassador, Lionel Messi challenges misconceptions in latest global campaign * Visitors and locals encouraged to #ShareYourSaudi on social channels * From diverse destinations, events, entertainment and trailblazing Saudi females, the warm Saudi welcome and unmatched hospitality are visible throughout * Campaign builds on UN Tourism “Tourism Opens Minds” Initiative aimed at inspiring tourists to expand their horizons when selecting travel destinations

For the first time, a Saudi delegation attended the Phocuswright Conference – one of the industry’s leading travel and technology forums in Florida, to showcase Saudi’s tourism offering and the scale of opportunities for US partners.