2025 Travel Trends: Why Saudi Arabia is the Destination of the Future | Luxury Travel Blog (2025)

The sports tourism market was valued at $564.7 billion in 2023 by Global Market Insights, reflecting a growing trend among Gen Z/Y travellers. According to the Sports Events and Tourism Association, Americans took a record 204.9 million trips related to sporting events. These trips are driven not only by a passion to support their teams but also by the desire for exclusive insider-access experiences that offer bragging rights to attendees, and the chance to say, “I was there”.

The 2025 sports calendar promises an exciting lineup, featuring the ICC Cricket World Cup in Pakistan, the Olympic World Winter Games in Italy, and the Women’s Rugby World Cup in England. Saudi Arabia is also making its mark with significant events, including the Saudi Grand Prix which takes place along the picturesque Corniche in Jeddah, and the inaugural Olympics Esports Games.

In addition to these, the Kingdom will host the 47th world-famous Dakar Rally, the Spanish Super Football Cup Finals, and the renowned annual racing fixture, the Saudi Cup, further establishing its position in the global sports arena. This follows a remarkable year of events in Saudi Arabia, including the WTA Women’s Tennis Finals, the return of the Richard Mille AlUla Desert Polo, the heavyweight boxing rematch between Fury and USYK, and the Six Kings Tennis Slam, which brought top tennis stars such as Nadal and Djokovic to Riyadh during the Riyadh Season.

Urban escapes or ‘City Hopping’ is gaining momentum among Gen Z and Millennials who have the desire to visit multiple urban destinations in one trip. Key motivators for these travellers include seeing iconic landmarks, street art, exhibitions, film locations, and cultural hotspots. While iconic cities like Paris and Rome remain popular, according to Globetrender, there’s a growing interest in discovering emerging urban areas.

Riyadh and Jeddah are the perfect solution to meet this growing demand, offering fresh, authentic experiences. Driven by Saudi Arabia’s Vision 2030 and its evolving economy, these cities offer a blend of modern experiences and rich cultural heritage, perfect for curious travellers seeking new adventures. Visitors can enjoy a personal shopping experience, with the chance to design their own abaya or perfume. They can revel in the delights brought about by the annual Saudi Season festivals, or they can explore the latest art exhibitions, such as the Islamic Arts Biennale alongside local artists, who will uncover Saudi’s burgeoning art scene and the historical influences that shape it.

Infrastructures such as Eurail and Interrail have made exploring Europe’s cities an easy option for young travellers, and it remains so with over 1.2 million passes sold in 2023. However, for those venturing outside Europe, Saudi Arabia’s well-developed domestic airline services make city hopping seamless. Frequent domestic flights connect key cities, making it just as easy to explore Riyadh, Jeddah, and beyond as it is to travel by train across Europe, opening up new possibilities for discovering hidden gems in the Middle East.

Music tourism is gaining traction as fans increasingly plan trips around concerts and festivals. According to the US Travel Association, Taylor Swift’s ‘Eras Tour’ is projected to generate $10 billion for local communities across the U.S. as fans travel to see her perform. Equally, major artists like Adele, Beyoncé, and Coldplay have been seen to have a significant impact on travellers booking decisions. The recent announcement of Oasis's reunion saw an immediate surge in hotel bookings surrounding their 2025 tour dates.

Saudi Arabia’s music scene has evolved dramatically, hosting international stars like David Guetta, Mariah Carey, and Andrea Boccelli. Major festivals like MDLBeast and SoundStorm have become central to this movement, with SoundStorm now attracting crowds that surpass those at Glastonbury. With Eminem confirmed to headline SoundStorm in December 2024, they’re set to have another record-breaking year. Alongside these global acts, Saudi’s local artists are making their mark, blending modern styles with traditional influences, reflecting the country's unique heritage and evolving cultural landscape. A Roam favourite is the AlTurk Twins, who helped set the scene at Roam’s launch event in 2023 with their distinct fusion of Middle Eastern melodies and contemporary electronic beats.

Saudi Arabia's focus on entertainment aims to captivate both residents and international visitors, with 2025 set to bring even more renowned artists to the country's growing musical roster.

Food-focused travellers are increasingly curating their itineraries around authentic culinary experiences, moving beyond the confines of Michelin-starred restaurants to engage with local cultures and home-cooked experiences. As Robbie Hodges from Globetrender highlights, the contemporary traveller is seeking more than merely indulging in high-end dining. In a world where price does not necessarily guarantee fine-dining or ‘wordliness’, today’s traveller is requesting value in not just where they eat, but how.

Saudi Arabia shines in this area, offering extraordinary hospitality steeped in tradition. The Kingdom presents a plethora of unique dining opportunities, from enjoying authentic lunches on an ancient farm in AlUla—where diners can learn about the land's agricultural techniques—to a private dinner for two on Riyadh’s iconic SkyBridge, offering breathtaking views of the city.

These experiences cater to diverse palates, allowing travellers to savour local flavours and narratives that have shaped Saudi cuisine for generations. The blend of rich culinary heritage, warm hospitality, and innovative dining settings ensures that Saudi Arabia is a compelling destination for food enthusiasts looking for something truly special. Whether it's joining a local family to prepare an authentic Saudi meal in their home; gaining insight into traditional recipes and family customs. Learning the art ofbrewing traditional Saudi coffee or enjoying an exquisite meal under the stars, Saudi Arabia has much to offer every culinary traveller.

The term "bucket list" is one we’re well accustomed to, reflecting the desire to fulfil life’s ambitions. However, according to Virtuoso advisors, today’s travellers are increasingly prioritising immediate gratification over long-term planning. This "carpe diem" attitude is resulting in a greater propensity to spend on luxurious items such as extravagant hotel suits, first-class travel, and private yachts. As a result, Fortune Business Insights is predicting the global yacht charter market to rise from $7.6 billion in 2023 to $11 billion in 2030.

When it comes to luxury, Saudi Arabia knows how to do it well, and the new openings set to grace the scene in 2025 are taking ‘luxury’ to new heights. Alongside the opening of Red Sea Global in 2024, which has introduced a new wave of over-water villas, wellness and dining to all-inclusive island retreats, Sindalah Island boasts a state-of-the-art marina, making it a prime destination for yacht exploration of the Red Sea.

Other ways travellers can indulge in YOLO experiences, might include golfing with their favourite sports legends, embarking on hot air balloon ride at sunrise to witness the ancient wonders of Hegra, or diving into a vibrant marine ecosystem where few have ventured before. Saudi Arabia’s commitment to luxury and adventure ensures that it will be a key player in the future of high-end travel. Openings in 2025 to look forward to include three new Aman hotels, including Aman Hegra and an Aman desert resort. An Amarni Hotel in Diriyah, Capella’s first Saudi Arabia destination in NEOM, and an 18-hole championship golf course with the opening of Shura Island at The Red Sea Global destination.

Packages

Experiences