By Rafiq Vayani
RIYADH: Connections Saudi, held in partnership with the Saudi Tourism Authority (STA), concluded its inaugural 2025 edition in Riyadh after four dynamic days of collaboration, cultural discovery, and strategic networking. The exclusive event exceeded expectations with 600+ attendees, including 250 leading international buyers, 250 Saudi suppliers and guests from government, media and industry for high-impact business outcomes, reaffirming Saudi’s position as a bold new global travel frontier.
The event reflected a strong partnership between Connections Saudi and STA to promote the country’s tourism offering across luxury, adventure, cultural and hospitality sectors. Taking place alongside the inaugural TOURISE Summit, the world’s premier platform for shaping the future of global tourism, Connections Saudi complemented its vision by focusing on trust-based relationship-building through the Connections Way – an approach that fuses business conversations with shared cultural, culinary, and wellness experiences. Together, the two events showcased Saudi’s growing influence in shaping global travel.
Over the four days, delegates held 5,900 meetings, each designed to spark business opportunities and lasting relationships, providing access to senior decision-makers and delivering tailored buyer-seller matchmaking opportunities with measurable return on investment. Delegates overwhelmingly praised the event’s immersive format, highlighting its role in fostering trust, understanding, and lasting partnerships through meaningful shared experiences.
Abdullah Aldakhil, Spokesperson of Saudi Tourism Authority, said: “Connections Saudi reflects Saudi’s commitment to creating meaningful, human-centred partnerships that drive growth and innovation across the tourism sector. Hosting the event alongside TOURISE underscored our shared ambition to position Saudi not only as a destination of unparalleled experiences, but also as a global convenor shaping the future of tourism alongside the greatest minds in the industry.”
Duncan Horton, Group CEO of Jacobs Media, organizers of the Connections event, said: “The collaboration between STA and Connections Saudi highlights our shared commitment to supporting a tourism industry that is sustainable, inclusive and future-focused. As Saudi continues to welcome record numbers of visitors, gatherings like Connections Saudi showcase the innovation and diversity that define the destination. Experiences such as Connections, help strengthen Saudi’s position as one of the world’s most exciting places to visit, invest and engage.”
Immersive Cultural and Entertainment Experiences: Delegates experienced Saudi’s transformation first-hand through a programme that took them from heritage landmarks to cutting-edge leisure projects. A key highlight was a curated cultural engagement in Diriyah. The experience began with a guided tour of At-Turaif Historical District, a UNESCO World Heritage Site representing the birthplace of the Saudi nation, followed by a dinner at Villa Mamas on the elegant Al-Bujairi Terrace, overlooking the illuminated heritage site.
Guests also participated in a group experience in Qiddiya City, exploring the entertainment and leisure mega project through guided tours, EduTour sessions, and a spectacular Citadel Night Show & Drone Show. The event concluded with a private dinner hosted by Red Sea Global at the InterContinental Riyadh, marking the close of a truly immersive programme.
Empowering Vision 2030 Through Tourism: Beyond business meetings and cultural experiences, the agenda included educational sessions on investment, culture, and sustainability, as well as destination showcases by Aseer, Al Baha, AlUla, and Six Senses Southern Dunes. These sessions underlined tourism’s central role in Saudi’s economic diversification strategy, while highlighting the country’s untapped experiences and hospitality offerings for discerning travelers, rooted in tradition and delivered in excellence.
The success of Connections Saudi was made possible through the contributions of key partners including Saudia, IHG Hotels & Resorts, Qiddiya City, Diriyah, Red Sea Global, Aseer, AlUla, Al Baha, Makkah, Madinah, Al Ahsa, Hail, Six Senses Southern Dunes and Shaggag Adventures. The event closed with a sense of achievement and optimism, celebrating a week that united global travel leaders and showcased Saudi’s hospitality, ambition and vision for the future.
