Welcoming the World
Showcasing openness, ambition, connection, and global confidence
Saudi Arabia has become a destination of choice for tourists, global events, and international political summits. The Kingdom is inviting everyone to witness its transformation first-hand and discover its culture, heritage, and opportunities.
Brought to You by Saudi Tourism Authority
The Saudi Tourism Authority (STA) is a driving force behind the Kingdom’s rapid tourism growth. Established in 2020, STA promotes Saudi Arabia as a destination globally, works with public and private-sector partners, and manages the “Saudi, Welcome to Arabia” brand. The Authority leads global campaigns, promotes major international tourism events, and enhances the visitor experience.
Events Under Welcoming the World
Diriyah Dinner
The New Geography of Travel: Elevating Destinations, Expanding Opportunity
Investing in the Future of Tourism
Discover Our Themes
Our program is guided by six themes, each representing an important element of Saudi Vision 2030
Bold Vision
Where visions for the future are shaped
Insights for Impact
Leveraging data to empower decisions and inspire confidence
People & Human Capability
Where the pride of a nation is empowered for the future
Quality of Life
Where new standards for quality living are set
Investment & Collaboration
Where partnerships cultivate prosperity