Soundstorm is back and ready to electrify Riyadh this December, and trust us, you do not want to miss this unforgettable party under the stars. The three-day event, set against the backdrop of Banban, in the outskirts of Riyadh, brings together hundreds of thousands of attendees, global superstars, and emerging regional talent in the largest music festival in the region. Since 2019, Soundstorm has signaled a new rhythm for Saudi. It’s a celebration of sound, artistic expression, and creative energy that embodies an evolving musical identity and Saudi’s incredible trajectory as a major player in the entertainment and music space. From ground-breaking performances to Saudi’s evolving cultural landscape, here’s why Soundstorm 2025 is THE destination this winter:

Golf in Saudi has swiftly evolved from a niche pursuit into one of the country’s fastest-growing sports, powered by world-class facilities, a growing tournament calendar, and global recognition. With cutting-edge courses set against diverse landscapes, Saudi is emerging as a destination where the game meets excellence. Driven by significant investment and international attention, the sport is attracting elite players and fans from around the world. Hosting major tournaments such as the Saudi International and LIV Golf, Saudi has solidified its place on the global golf map - with renowned names like Ian Poulter, Brooks Koepka, Bryson DeChambeau, and Dustin Johnson among the regulars on its courses.

Saudi continues to inspire travelers from around the world, a country where every destination tells a different story, from ancient civilizations carved into sandstone to coral-framed coastlines and palm-shaded oases. According to the Ministry of Tourism’s latest data, Saudi welcomed 60.9 million visitors in the first half of 2025, maintaining strong growth momentum across both domestic and international tourism. Total tourism spending reached approximately SAR 161 billion, reflecting a 4 percent increase compared to the same period in 2024.  Saudi’s tourism sector continues to play a pivotal role in driving economic diversification and shaping Saudi’s global tourism landscape. From UNESCO heritage sites to untouched coral reefs and world-class cultural events, these six destinations showcase the very best of Saudi - each offering a unique experience that blends history, authenticity, and innovation

China Travel Online (CBISN) and Taiba Investments signed a Memorandum of Understanding (MOU) during WTM London to launch the China MICE Summit (CMS) in Riyadh in 2026, marking the first dedicated China-focused MICE B2B event in the Middle East. The initiative aims to link top-tier Chinese MICE decision-makers with tourism and hospitality suppliers from Saudi Arabia and the wider Middle East—supporting the Kingdom’s Vision 2030 ambitions to strengthen its global business events presence.

Etihad Airways has commenced flights from Abu Dhabi to Medina this week, further expanding the airline’s strong footprint in the Kingdom of Saudi Arabia and enhancing travel options for guests across religious, business and leisure segments. The resumed direct service connects Abu Dhabi with Medina, one of the most spiritually significant cities in the world and a key destination for visitors performing religious travel throughout the year. The route will support growing demand from pilgrims and travellers across the world seeking seamless connections to the Kingdom’s holy city. Medina becomes the latest addition to Etihad’s operations in the Kingdom, reinforcing the UAE’s national carrier as a major facilitator of travel to and from Saudi Arabia. With the launch of flights to Medina, Etihad will operate 93 flights per week to five cities across the Kingdom, flying four times per day to Riyadh, Jeddah and Dammam, and three services per week to Al Qassim. This expansion is part of Etihad’s ambitious growth strategy, announcing 31 new destinations in a year.

Around 200 delegates, representing more than 100 affiliated entities, gathered in Riyadh to debate the state of the Affiliate Membership, review the main results achieved since the previous Plenary Session in October 2023, analyze the progress of the ongoing expansion strategy aimed at a quality-oriented and geographically balanced membership, and share proposals for future projects and collaborations. The Affiliate Members and Public-Private Collaboration Department (AM-PPC) presented the Programme of Work for the period 2026–2027. Among more than 50 proposals received, selected Affiliate Members took the stage to present their initiatives, to be implemented with the support of the AM-PPC Department and UN Tourism in the coming biennium.