Saudi Arabia has demonstrated its position as a tourism powerhouse in the Middle East by exhibiting at this year’s Arabian Travel Market (ATM) in Dubai. The country showcased over 500 bookable experiences and packages at the event, along with cultural activations and virtual reality experiences. Saudi Arabia has seen a 121% increase in tourism levels from pre-pandemic levels and achieved 93.5 million visits in 2022. It has committed $550bn to developing new tourist destinations by 2030 and launched the Nusuk digital platform to facilitate seamless Umrah journeys in September 2022. The country’s CEO and member of the board of Saudi Tourism Authority encouraged businesses to seize tourism opportunities in Saudi Arabia. The kingdom is a diverse, unique and year-round destination with a growing entertainment and events offering.