Saudi at ITB Berlin 2025: A journey like no other
Saudi is once again surprising visitors at ITB Berlin by offering its blend of tradition, heritage and hospitality
At the show this year, visitors can immerse themselves in one of the world’s most multi-faceted destinations—a destination preserving its history and heritage while looking to the future.
The Heart of Arabia: Where heritage and hospitality intertwine
In the heart of the Arabian Peninsula, history isn’t confined to museums—it’s woven into the streets, traditions, and everyday life. Saudi is a living narrative where ancient civilizations meet warm hospitality, resonating with visitors long after departure.
In Saudi, hospitality is instinctive and authentic. It shines through in the deliberate pour of cardamom-infused coffee, offered with an unspoken promise of camaraderie. It is displayed in the embroidered threads of a Najdi cloak, with each stitch telling a story and it lives in the communal feasts where generosity felt in abundance.
Travellers can experience Saudi’s past by walking through Ushaiger Heritage Village, 200 kilometres northwest of Riyadh, where centuries-old mudbrick homes preserve the architectural legacy of the central region. In the southwest, the vibrant-coloured Al-Qatt Al-Aseeri murals in Abha are a testament to generations of Aseeri women. Further enriching this cultural landscape, the mountain village of Habala is home to the Qahtani tribe, known as the ‘Flower Men,’ who adorn themselves with intricate floral headpieces, believed to enhance beauty and health.
The country also boasts eight UNESCO World Heritage Sites, including Hegra, where over a hundred tombs are carved into sandstone cliffs as a legacy of the Nabataean civilization. At Jabal Ikmah in AlUla, inscriptions dating back over 2,500 years transform the rock face into an open-air library.
A shoreline of wonder along the Saudi Red Sea
The Saudi Tourism Authority is also highlighting one of its greatest natural treasures at ITB Berlin this year—the Saudi Red Sea. Stretching along 1,800 kilometres of pristine coastline, it is a sanctuary where adventure and serenity co-exist in harmony.
Yanbu’s coral reefs are home to 314 species of coral, forming an intricate underwater metropolis where 280 species of fish weave through a kaleidoscope of marine life. Off the shores of Umluj, volcanic islands rise from the sea, showcasing nature’s raw beauty.
Welcome to the “Land of Firsts“
The Saudi Tourism Authority recently launched its global campaign “The Land of Firsts”, inviting travellers to explore the question: “When was the last time you did something for the first time?”
Whether plunging into the depths of the Saudi Red Sea, standing before centuries-old inscriptions, or feeling the collective energy of a stadium making history, Saudi is a place for endless discovery.
With 30 extraordinary first-time experiences awaiting visitors, they leave with more than just souvenirs. They leave with memories and stories of wonder, adventure, and unforgettable moments, experienced for the very first time.
Hall 4.2 / Stands 200, 202, 205
The Ultimate Stage: Saudi’s Rise in Entertainment & Sports
Saudi’s cultural landscape is also undergoing a transformation of its own — emerging as a premier destination for world-class events, bringing together the thrill of competition, the power of music, and the energy of global entertainment.
From the pulse-pounding roar of the Dakar Rally to the electric atmosphere of MDLBEAST Soundstorm, Saudi is attracting audiences from every part of the globe. The Formula 1 Saudi Arabian Grand Prix transforms Jeddah’s waterfront into a high-octane arena, where speed and spectacle converge under the lights of this ancient city.
And the momentum is only building. The 2027 AFC Asian Cup and the World Expo 2030 will further establish Saudi as a global stage. But the defining moment? The FIFA World Cup 2034 —more than football, it’s about creating a legacy that will be spoken of long after the final whistle.
