Saudi Arabia is sharpening its off-season pitch, rolling out a winter campaign that positions four destinations—Riyadh, Jeddah, AlUla and the Saudi Red Sea—as cooler-weather alternatives to the region's traditional sun-and-sand escapes. The Saudi Tourism Authority is steering travel trade attention toward the kingdom's cultural depth, culinary pull and emerging luxury inventory as it chases year-round arrivals.
Riyadh: culture and cuisine in the capital
In Riyadh, the authority is pairing heritage experiences with a fast-expanding food scene. A typical day might begin with a traditional Saudi breakfast at Tameesa, a local favourite, before moving into the King Abdullah Financial District, where contemporary architecture frames the city's business pulse. The capital's Riyadh Season programme—now in its fifth edition—continues to anchor the winter calendar with concerts, exhibitions and family-oriented entertainment, giving agents a ready-made hook for short-break itineraries.
Jeddah: coastal charm and historic streets
Jeddah leans into its Red Sea identity. The Central Fish Market offers a working glimpse of the city's maritime economy, while Historic Jeddah—a UNESCO-listed district—draws visitors through coral-stone buildings and traditional souks. For tour operators, the contrast between the old town's alleyways and the waterfront's modern dining options creates a compact, walkable day-trip package.
AlUla: desert landscapes and stargazing
AlUla continues to position itself as a cultural slow-travel destination. Hegra, the Nabataean necropolis and Saudi Arabia's first UNESCO World Heritage Site, remains the headline act, but the region is also pushing its Dark Sky Park for stargazing experiences and local storytelling sessions in arts districts. The destination's growing roster of boutique hotels and wellness retreats is designed to appeal to high-end travellers seeking solitude rather than spectacle.
Red Sea: luxury retreats and marine exploration
The Saudi Red Sea region is the campaign's luxury anchor. Raffles The Red Sea on Shura Island—one of several international flags now flying in the destination—offers a base for golf, spa treatments and marine excursions. With the Red Sea Global development adding new resorts and an international airport, the area is becoming a credible rival to established Indian Ocean and Gulf leisure hubs.
The winter push comes as Saudi Arabia's tourism strategy shifts from mega-project announcements to operational reality. Visitor numbers have climbed steadily since the e-visa rollout, and the kingdom is now courting repeat travellers and niche segments. The campaign's multi-destination approach gives agents flexibility to build bespoke itineraries, while the emphasis on culture and cuisine helps differentiate Saudi Arabia from neighbouring Gulf states.
For travel advisors, the key selling points are clear: mild winter temperatures, direct flight connectivity via Riyadh and Jeddah hubs, and a fast-improving hospitality landscape. The Saudi Tourism Authority is also working with international tour operators and online travel agencies to package these experiences, with a focus on the European and Asian source markets.
As winter travel demand shifts toward experiential and off-peak destinations, Saudi Arabia's four-pronged pitch could resonate with clients looking for something beyond the conventional. The kingdom's investment in tourism infrastructure—from the Red Sea's luxury resorts to AlUla's cultural venues—suggests the campaign is built for the long haul, not just a seasonal blip.
