Saudi returns to ITB with its largest delegation following award-winning success in 2023


Saudi will mark the start of the world’s leading travel show ITB Berlin today with a major event to celebrate the landmark achievement of reaching 100 million tourists in 2023 – seven years ahead of schedule.

Saudi has returned to ITB for the second year running with a delegation of more than 55 partners led by His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Saudi Tourism Authority (STA) accompanied by wider Saudi tourism ecosystem leaders and key partners including destination management companies, hotels, and airlines. Following on from the success of winning “best exhibitor” at last year’s show, His Excellency Al-Khateeb was joined by partners and visitors this morning to inaugurate Saudi’s most immersive and active stand yet that will be front and center of its 2024 ITB presence. Throughout the three-day show, Saudi will showcase and build awareness of its world-class year-round destination offerings to the European market, strengthen and establish new trade partnerships, and celebrate the remarkable year-on-year growth of its tourism sector.

It comes after Saudi announced the historic milestone of welcoming more than 100 million domestic and international tourists in 2023. This places Saudi well ahead of the original 100 million target set out under Vision 2030 and has accelerated progress towards a new increased target of 150 million tourists by 2030. To mark the impressive milestone that has further cemented Saudi as a tourism powerhouse, His Excellency Al-Khateeb, will be hosting a celebratory reception convening global tourism leaders on the sideline of ITB to showcase the remarkable growth and development of Saudi Arabia’s tourism sector later today. The event, titled Breaking Records, Building Bridges, will bring together leaders from the global travel industry and distinguished guests and will further spotlight the exceptional collaborative opportunities that await exploration in the heart of Arabia.

Speaking on the milestone achievement, His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Saudi Tourism Authority, said:

Saudi’s expanded participation this year’s ITB Berlin reflects our tremendous growth, as we celebrate a milestone of achieving over 100 million tourists in 2023.

“This achievement is not merely a number, but a testament to our unwavering commitment, our ability to inspire investment commitments into the tourism sector, and the collaborations made across the Saudi tourism ecosystem as a whole, which has propelled us forward as one of the world’s most dynamic destinations.

“Our goal is to strengthen Saudi’s position among the top 10 nations in the G20 for tourism, as the premier choice for both tourists and investors, a global powerhouse for tourism.”

Saudi’s 2024 ITB stand will feature a range of experiences including a full-size F1 car and virtual driving simulation of the Jeddah Grand Prix circuit, a Saudi Pro League Museum featuring an array of football memorabilia, live performances of traditional Saudi dances, a Saudi Café and a date museum where visitors can try a selection of Saudi dates and coffee pairings.

A record number of Saudi partners will also be showcasing hundreds of bookable products for partners in destinations such as Jeddah, AlUla, and the Red Sea. STA will establish new relationships and build on existing global partnerships during the trade show and has already seen the announcement of a new route into Berlin from Flynas today.

The route from Jeddah to Berlin launches in September, with three flights per week.