Now Is the Time to Visit This Underrated Destination in the Middle East, According to a Top Travel Advisor

Saudi Arabia is quickly becoming a world-class tourist destination, and for good reason. The rapidly developing, culturally rich country offers everything from dreamy beaches and arid deserts, to bustling cities. And with buzzy new openings and highly anticipated events, it’s perfect for thriil seekers. As someone with over a decade of experience planning travel to the Middle East, here’s why it’s time to visit Saudi Arabia, and where you should go.

Why You Should Visit

Although Saudi Arabia has been rising in popularity, it’s still a relatively underrated spot, which means fewer crowds and deeply authentic experiences. That, along with a number of upcoming events in the country, means savvy travelers should book their flights now.

Sporting events include the Saudi Arabian Formula One Grand Prix, the 2024-26 WTA Tour Finals, and, further out, the 2034 World Cup. Additionally, in 2030, Riyadh, Saudi Arabia, will host the World Expo, with the theme “Foresight for Tomorrow;” it will be a six-month-long affair focused on technology, sustainability, and societal change.

As the country grows, it’s taken on several major projects that are sure to draw crowds in coming years. The Red Sea Project, which involves a number of luxury resorts along the Red Sea coast, is intended to be a beach paradise for conscious travelers, emphasizing regenerative, environmentally responsible tourism. Neom is a futuristic planned city currently under construction in northwestern Saudi Arabia, and designed with sustainability and innovation in mind. Plus, Trojena, a mountainous region within Neom, is an outdoor ski resort and village set to open in 2026. (In 2029, it will host the Asian Winter Games.)

Where to Go

Jeddah

Nestled along the shores of the Red Sea, Jeddah is the young soul of the country. The city’s historic center of Al-Balad, a UNESCO World Heritage site, has more than 600 buildings dating back 300 years. With striking architecture, plentiful shopping, and incredible diving, Jeddah is a must on any Saudi itinerary.

Where to Stay: Jeddah Edition is a luxury hotel with a rooftop bar, private balconies, and a prime location by the F1 racetrack.

Riyadh

Riyadh is Saudi Arabia’s dynamic capital city and financial center. Travelers can get lost in its many museums and bustling souks, or bazaars, and try local specialties like fragrant kabsa or sweet, crunchy knafeh.

Where to Stay: The St. Regis Riyadh offers a contemporary stay complete with butler service, afternoon tea, and rooftop dining.

Diriyah

Diriyah is considered the birthplace of Saudi Arabia, and it’s just a short drive from Riyadh. The town is home to the UNESCO World Heritage site At-Turaif, a well-preserved mud-brick city dating back nearly 600 years. Diriyah is also home to the first opera house in the kingdom: the stunning Royal Diriyah Opera House is set to open in 2028.

Where to Stay: Bab Samhan Hotel celebrates traditional Najdi design, blending heritage and modernity. Guests can enjoy a luxury spa and multiple on-site dining experiences.

AlUla

An oasis in the desert, the northern city of AlUla is renowned for vibrant arts and adventures from hot air ballooning to horseback riding. Travelers can explore historic sites dating back to the Nabataean civilization, like the ancient burial tombs of Hegra.

Where to Stay: Banyan Tree Alula is a beautiful, secluded resort that features tented villas complete with private pools, fire pits, and a range of activities from stargazing to hiking.

Mo Noubani is a member of Travel + Leisure’s A-List and specializes in Omar, Saudi Arabia, and U.A.E. trips. You can create a tailor-made itinerary with Noubani by contacting him at [email protected].