"Maraya:The Mirror of the Desert", Saudi Arabia. Maraya, the world’s largest mirrored building, blends seamlessly into the AlUla desert, reflecting the sky and the majestic rocks of this ancient landSaudi Arabia's tourism industry celebrated a milestone in 2025, welcoming 122 million visitors, marking a 5% increase from the previous year. This achievement, announced at the World Economic Forum in Davos, underscores the success of the Kingdom's strategic investments in infrastructure, visa reforms, and a dynamic calendar of global events, all aimed at reaching 150 million annual visitors by 2030.
Riyadh Season contributed significantly to this surge, attracting 14 million visitors with attractions like Boulevard World and Via Riyadh. The season also hosted major events, including the Soundstorm music festival featuring artists like Cardi B and Pitbull, and the Women's Tennis Association Finals where Elena Rybakina was crowned World No1. Additionally, British darts player Luke Littler won the Saudi Arabia Darts Masters just before his 19th birthday.
Looking ahead, Saudi Arabia continues to expand its entertainment offerings. The 39th Royal Rumble, featuring WWE stars Cody Rhodes and Rey Mysterio, will be held in Riyadh, marking the first time the event takes place outside North America. In March, the Fanatics Flag Football Classic will debut, featuring NFL legend Tom Brady and hosted by Kevin Hart.
British Airways has responded to the growing demand by increasing flights between London and Saudi Arabia, with the Heathrow to Riyadh route expanding to 14 flights per week by Summer 2026.
As Ramadan approaches, visitors can experience Saudi culture through unique iftars and heritage performances. With travel packages during this period being up to 30% cheaper, it presents an attractive opportunity for tourists. A four-night stay at the Ibis Jeddah City Centre, including flights, starts at $750 (£613) per person, offering significant savings.
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