Welcome to Saudi Tourism Authority

Saudi Arabia is travel’s newest discovery — a destination that only opened its doors to international tourism in 2019 and still feels very much undiscovered. As one of the world’s most diverse and dynamic destinations, it offers travellers the chance to experience a land of breathtaking contrasts, deep heritage, and warm Arabian hospitality.

From The Red Sea’s untouched coral reefs and new luxury island resorts to the Golden Triangle of Riyadh, AlUla and Jeddah, every journey through Saudi reveals something extraordinary. Ancient heritage sits beside bold modern vision — from AlUla’s awe-inspiring UNESCO site of Hegra to Riyadh’s glittering skyline and Jeddah’s vibrant waterfront. Visitors can explore bustling souks, cutting-edge art districts and dramatic desert landscapes, or simply unwind in world-class hotels along the Red Sea coast.

Driven by visionary projects such as The Red Sea, Diriyah and Jeddah’s historic Al-Balad district, Saudi Arabia is shaping the future of global travel while preserving its authenticity and soul. With expanding flight connections, seamless e-visa waiver, and year-round sunshine, it’s never been easier to visit a country that feels new, authentic, and endlessly inspiring.

At the heart of this transformation is the Saudi Tourism Authority (STA) — the organisation responsible for promoting Saudi Arabia’s tourism offering both at home and abroad. STA’s mission is to inspire, educate, and engage the global travel trade, showcasing the destination’s extraordinary diversity and helping travel professionals feel confident in selling the country to the UK and Irish market. 

STA works closely with tour operators, travel agents, airlines, and media partners to build awareness and drive conversion. Through tailored training sessions, trade roadshows, familiarisation trips, and cooperative marketing campaigns, STA ensures its partners have first-hand experience and the tools they need to grow their Saudi programmes.

Saudi is a destination that truly has something for everyone — from heritage and adventure to wellness and luxury. Yet, it is the genuine warmth and hospitality of the Saudi people that leave the greatest impression.

Now is the moment to uncover the region’s best-kept secret — and to join the Saudi Tourism Authority in bringing the story of Saudi Arabia to travellers ready to discover a destination unlike anywhere else in the world.