Saudi Arabia – a new destination unveiled. A land between old traditions, religious landmarks and a new vision.

Read a general introduction to the country plus a visit to the buzzling city of Riyadh

Intro

Saudi Arabia is for sure a controversial country and until recently one of the few last countries that closed itself to a wide stream of foreign visitors, apart from the millions of Muslim pilgrims that are coming from all over the world to perform the religious rituals of Hajj every year.

I have lived in Dubai for 17 years and have visited all the Gulf countries around during that time – except Saudi Arabia (wasn´t too sad about it at that time 😊). Once I was supposed to go there for a tourism workshop, but got my entry visa denied at that time. All that has changed nowadays and in April 2025 the time had come for me to visit the Kingdom for the very first time. And I was positively surprised what I have seen and experienced. In fact, I see it as my personal mission now to spread the word for Saudi Arabia, its natural beauty, historic heritage and friendly people. The following Blog series should be an invitation for you to book the next flight to Saudi to experience that all by yourself. And although a trip to Saudi Arabia does not require any pioneer spirit anymore, you will be still among the first people to which this country is opening all its potential. So come with an open mind and an open heart.

I do understand all the critics that this country is facing and for sure many of the objections are real and have profound reasons, nevertheless I defend the position to give this country a chance – especially its young generation that is open for these changes and want them so much. The ambitious Vision 2030 with all its various projects might seem like out of a sci-fi movie in some ways, but even if only half of these projects are realized it will bring a major change for the country.

Rooted in its centuries-old traditions, Saudi Arabia is simultaneously pushing into the future through this Vision 2030 initiative. This sweeping plan aims to diversify the nation's economy away from the oil sector and open its doors to the world, transforming the country into a dynamic, welcoming hub for international visitors.

Vision 2030 places tourism at the heart of this transformation. With projects like NEOM (www.neom.com/en-us) — a futuristic city rising from the sands—and the Red Sea Project unveiling untouched archipelagos and luxury resorts, the Kingdom is reshaping its landscape while preserving its unique heritage. Dramatic archaeological marvels such as Al-Ula whisper tales of ancient civilizations, while bustling cities like Riyadh and Jeddah pulse with art, food, and inovation. Never thought that you can go skiing in Saudi? A country in the middle of the desert! Well, soon you can once the unique slopes of Trojena are ready (www.neom.com/en-us/regions/trojena).

EXPO 2030 or the World Cup 2034 will sweep streams of tourists into the country - and I can confirm that as a foreign traveller you will have a very warm welcome there.

Stretching across sun-drenched deserts, lush oases, and the azure waters of the Red Sea, Saudi Arabia is rapidly emerging on the global tourism map. Once known primarily for its religious sites in Mekka and Madinah, the Kingdom now invites all sorts of travellers to explore a rich mosaic of ancient heritage, natural wonders, and vibrant modernity.

For travellers, Saudi Arabia now offers e-visas, lively festivals, and guided tours that reveal everything from UNESCO World Heritage Sites to dazzling new entertainment districts.

The journey is no longer limited to the spiritual; it’s a vibrant invitation to experience Saudi culture, adventure, and hospitality on a scale never seen before.

Know before you go

Visa

For many nationalities the visa can be easily applied online www.visa.visitsaudi.com/

On this website you can also find the list of eligible countries that can obtain an e-visa. The visa will be issued within a few days.

Arrival / domestic travel

Many airlines offer nowadays direct flights to Jeddah/Riyadh and Madinah. Even the remote tourist hub of Al-Ulah got its own little international airport and airlines like FlyDubai (www.flydubai.com) are already operating flights to there.

As Saudi Arabia is a huge land of vast desert sands you might opt for domestic flights if your time in the country is limited and if you want to avoid long drives through the desert. For domestic flights you have a wide range of flights on different airlines like Saudia (www.saudia.com) or budget airlines like FlyNas (www.flynas.com/en).

In the coming years Saudi Arabia is planning to enlarge its aviation sector massively and the vision is to place Saudi Arabia as a main hub between Europe and Asia. Thus, they will go into competition with well established Gulf Airlines such as Emirates or Qatar Airways.

Safety and Dresscode

Saudi Arabia is in general a safe country for travellers. The country has significantly enhanced its security infrastructure, making major cities and tourist destinations welcoming and accessible. Local authorities maintain a visible presence, a dedicated tourism police is available in many areas to assist travellers. While petty crime rates are low compared to many global destinations, it is always wise to take standard precautions such as safeguarding valuables and staying aware of your surroundings, especially in crowded places.

Cultural respect is essential—Saudi Arabia is conservative and visitors are advised to dress modestly and observe local customs, particularly during religious events and in more traditional regions. Emergency services are reliable, with clear signage in airports and major hotels. With proper preparation and cultural sensitivity, visitors can enjoy a safe and rewarding experience throughout the Kingdom.

Female travellers

I can talk here from my own experience as I did this Saudi trip together with my mother and I have to say that we felt at all points very safe. I have to add that we were on a private guided tour with a driver and guide – however in our free time, we also ventured out by ourselves and it was not a problem at all.

However, there is for sure a difference between the major cities, which are already more open in that aspect and rural regions. There women travelling by their own might still be something extraordinary.

But if you dress moderate (except in Madinah you don´t need to wear a head scarf) and respect the locals, you won´t have any problems throughout the country. Opposite you might get the unique possibility to get to know to local women and interact with them – something that male travellers won´t be able to experience. It´s also the local etiquette that no local man will approach a female traveller in an inappropriate way. Maybe you might feel even totally ignored – but that´s how we see it in the west, in the local culture it is only the sign of respect.

Mekka and Madinah

The holy cities of Mekka and Madinah are still a very sensitive area. Mekka remains a no-go area for all non-Muslims – only pilgrims are allowed to enter the city. Whereas in Madinah foreign visitors are recently welcome in certain areas (please refer to my Madinah Blog for more information). Madinah is the only city where female travellers have to follow the strict dress code of Abaya (black cover) and a head scarf.

Hotels

In all the major cities and tourist hubs you will already find a good selection of national and international hotels. More and more international hotel chains have openings planned in the Kingdom. In the tourist flagship area of Al Ulah you can already choose from a range of outstanding luxury resorts (please refer to my Al Ulah Blog for more information). More unique hotels are about to come, especially within the Neom project, along the Red Sea coast and in the desert and mountain area behind.

Arrangements

Saudi Arabia can already be explored on individual travels – however it will require a lot of planning and research. As tourism is still new to the country and as certain cultural rules apply – you will have a much better travel experience if you choose to let a local company plan your trip.

Many people have asked me if they can rent a car and drive around themselves. Well, of course that is an option – but driving in the main cities can be a challenge as signage can be confusing and also the driving style of many Saudis needs some practice to be dealt with. Outside of the cities there might be also some language barriers and off-road driving through the desert needs a profound knowledge of the area and experience. Therefore, I would highly recommend to arrange a car with a driver and maybe also a guide, depending of your tour.

If you have any plans to visit the country, please reach out to me and I will get you connected with one of the best agencies in the Kingdom.

Prices

Let me close this Intro section with a few words concerning the price level – unfortunately a trip to Saudi Arabia is still quite costly compared to other countries in the region. This is mainly due to the still limited supply of touristic infrastructure as vehicles, guides or hotels. This also applies to tours or all sorts of tourist activities.

On-site dining in local restaurants, shopping in local stores and markets however comes with decent prices.

So are you ready to get on a journey through this mystic land? Then yallah, follow me on below round-trip-tour. For a better overview I have split this trip into three different Blogs.

Part 1

Riyadh – the vibrant heart of Saudi Arabia in the middle of the desert

Riyadh, Saudi Arabia’s dynamic capital, stands as a striking blend of tradition and modernity. Fancy glass towers punctuate the skyline reminding me of my early Dubai times. But despite this race into modernity, you’ll still find bustling oriental souks and the atmospheric scents of cardamom and oud drifting through the air. Riyadh stands for Saudi´s vision and ambition like no other place in the country — home to historic sites like Masmak Fortress, wide avenues lined with palm trees, and contemporary landmarks such as the Kingdom Centre and Al Faisaliah Tower.

Wander through the old quarters of Al Diriyah and you’ll encounter mud-brick architecture and echoes of Bedouin heritage, while art galleries and chic cafés hint at a youthful, creative spirit. Riyadh’s culinary scene is also a world of contrasts: from traditional kabsa served in family restaurants to fine dining with panoramic views over the city lights.

Despite its desert location, Riyadh pulses with energy and constant motion. Whether you’re drawn by its vibrant shopping districts, cultural museums, or the tranquil beauty of Wadi Hanifah’s green corridor, the capital promises an unforgettable start to your Saudi journey.

Apart from all the tourist sites Riyadh also tries to put on various events throughout the year like concerts with national and international singers, DJ sets and festivals to attract more visitors to the city. Events like Riyadh season (www.riyadhseason.com/en) or the cultural Al Janadriyah Festival are already yearly established attraction points in Riyadh´s busy event calendar for locals and tourists alike.

Where to stay

Riyadh’s hotel scene is growing rapidly and you can already find a good choice of national and international hotel brands around. As in any other place that is facing a complete new make-over hotels are brand new and you can enjoy the most modern facilities.

We were staying at the Hyatt Place Hotel (www.hyatt.com/hyatt-place/en-US/ruhzs-hyatt-place-riyadh-sulaimania) – which is a perfect city hotel. Not too big, so you find yourself in a quite cosy atmosphere with a modern ambiance mixed with Arabic features.

Our room was spacious and very clean, breakfast was very good and we also enjoyed a few hours at the rooftop terrace and pool.

Opposite the hotel you have some real nice dining spots and the lively Prince Abdulaziz Street is just around the corner. For an afternoon coffee and some heavenly cakes try the Urth Caffe Tahlia branch (www.urthcaffe.sa), which is close by.

Where to eat

Riyadh is a foodie´s paradise and you can really get all sort of food experiences – starting from the freshest street food, over national and international restaurants to high-end dining venues – Riyadh has it all.

We had our first dinner at Alkofeia Restaurant (www.instagram.com/alkofeia/?hl=en), which is serving a wide range of national dishes and other Arabian cuisine. It´s a huge restaurant spread on two floors with a nice traditional decoration.

In the same street Tahlia / Prince Abdulaziz Street you will find a huge number of restaurants from fast food to proper dining spots, coffee shops, sheesha cafes, various shopping venues and even some curious car showrooms. Therefore it`s a very nice place for a nightly walk around.

Further we tried one of the three Najd Village (www.najdvillage.com/?lang=en)  – which are a bit touristic, but it is one of the rare venues were you can enjoy real Saudi food like you would usually only get it at home. Apart from the real good food, you will feel like in a museum and you will get a very good impression of the Saudi hospitality. If the weather allows you can sit outside in the courtyard. Really loved that place!

In the newly developed entertainment hub of Al Diriyah (www.diriyah.sa/en/dine) you will also find a huge selection of restaurants all with super nice settings and spacious outdoor seating during the winter month. Please refer to below for further information about Diriyah.

Last, I also would like to recommend the Mama Noura restaurants to you – they are a kind of fast food venue, but with a real nice concept. You order at the cash desk out of a menu what you like to eat (don´t miss also their freshly squeezed juices) and afterwards you go around and collect your food at the various live cooking stations – it’s a kind of market dining concept – simple, fresh and sooooo yammyy!!!! (www.instagram.com/explore/locations/227554014/mama-noura/?hl=en)

What to see

The Kingdom Center (www.kingdomcentre.com.sa/)  is for sure Riyadh´s most iconic site – it is a multi-entertainment complex with a hotel, restaurants, a shopping mall and the most popular attraction the Sky Bridge experience (www.skybridge.sa/en). 300 meter above ground, Skybridge is the highest point in Riyadh and offers amazing views over the city and the surrounding desert. Here you can really see that Riaydh is a city that is raising out of the sands. Best time to visit will be during sunset time – to enjoy the city view by day as well as the night.

Next important stop on the tourist map is the Saudi National Museum (www.visitsaudi.com/en/riyadh/attractions/the-national-museum-of-saudi-arabia), which shows the rich history and heritage of the Kingdom in a very vivid way. The museum presents a fascinating journey through time, showcasing artefacts and interactive exhibits that span from prehistoric Arabia to the modern era. Visitors can explore galleries dedicated to Islamic culture, archaeology, and the Saudi unification, all thoughtfully curated to bring the nation's story to life. The building itself is an architectural marvel, blending traditional design with contemporary aesthetics. Whether you're a history enthusiast or a curious traveller, the Saudi National Museum offers an immersive and enlightening experience that captures the spirit and evolution of Saudi Arabia. All displays are with an English translation. Plan around two hours for a visit.

Beside the National Museum you will find another must-see attraction of Riyadh – the Al Murabba Palace (www.visitsaudi.com/en/riyadh/attractions/al-murabba-palace) Al Murabba Palace was once the royal residence of King Abdulaziz, the founder of modern Saudi Arabia. The palace is an elegant blend of traditional Najdi design and early 20th-century influences. Its mud-brick structures, wooden details and leafy courtyards evoke the splendour of a bygone era. Today the Palace is beautifully restored and serves as a museum, offering visitors a glimpse into the daily life of the Saudi royal family and the formative years of the Kingdom.

Walking through its many halls and tranquil gardens, you can sense both the grandeur and warmth that defined Saudi hospitality. The Palace is a true cultural gem, inviting all who visit to step back in time and experience a chapter of Riyadh’s remarkable story. Through the original photo collection, you can get a real nice insight into the Royal Family.

Further down on the track of history a visit to the Old Fortress of Riyadh is also very nice, especially as it is located in one of the oldest parts of the city. The Masmak Fortress (www.visitsaudi.com/en/riyadh/attractions/al-masmak-palace-in-riyadh) pays tribute to Riyadh’s rich cultural heritage and the museum inside gives a lively display of all its turbulent past. (Attention! Masmak Palace is currently under a renovation process and therefore closed to the public - please check for the latest up-date before your visit).

The area around is also very nice for a walk as you will find yourself in the buzzling streets of the Souk Al Zal. You have many traditional shops selling local clothing, perfumes, spices, dates and other daily life items – explore and feel yourself in the middle of an oriental world.

Beside Al Masmak Fortress is a huge square, which actually has a dark history. Deera Square also known as Al Safaa Square or Justice Square, was historically used for executions. Today it’s a public square where the local gathers after sunset and from where tourists explore the historical area.

Last, I want to introduce to you a newly built and very captivating tourist hub that is actually still under construction in some parts. Although this district just sees a major transformation and seems to be new – it is in reality the most historical and oldest spot of the city. Revered as the birthplace of the Saudi state, Al Diriyah lies on the northwestern edge of Riyadh and stands as a testament to the nation's enduring legacy. Its historic district, At-Turaif, is recognised as a UNESCO World Heritage Site, distinguished by its beautifully restored mudbrick architecture and labyrinth alleyways that transport visitors back to the ancestral heart of Arabia (https://www.diriyah.sa/).

The area is a living museum, with heritage sites, vibrant souks, art galleries, and a dynamic culinary scene that fuses traditional Saudi flavours with international flair. Many sections of Al Diriyah have been thoughtfully revitalised, offering modern amenities while preserving the charm and authenticity of the old city.

I would first recommend to you to explore the various small museums that are located within the Old District At-Turaif like the Horse Gallery, Traditional Architecture Gallery, History Gallery or the Military Gallery. Just to wander around the narrow alleys in between the mud-brick houses feels like out of a movie.

Afterwards take a stroll through the adjacent Wadi Hanifah – a green oasis of palm trees, flowers, rivers and walking trails. A nice place to relax and unwind.

Feel hungry now? Then proceed to Bujairi Terrace, where evenings are especially magical, as the soft golden lights illuminate palm groves and century-old walls, creating a tranquil yet lively atmosphere. Whether sipping qahwa (traditional Arabic coffee) in a historic courtyard, feasting on national and international dishes or simply enjoying the scenic views along the Wadi Hanifah (https://www.diriyah.sa/en/bujairi-terrace).

Al Diriyah is really a not to be missed experience that blends history, culture and modern entertainment. It´s a bit out of the centre, but you can easily reach via taxi. If you have a rented car a big public car park is available. Al Diriyah is growing and new districts will be added in the future as well as hotels and other entertainment facilities.

So to close this article I can say that Riyadh is a perfect entry gate to the country and an ideal place for you to start your tour through Saudi-Arabia.

For us let´s take a flight now and hop over to Jeddah – a lively, multi-cultural coastal town that we will explore in my next Blog. Afterwards we will take the train and explore the religious side of Saudi-Arabia with a visit to the holy city of Madinah.

Goodbye Riyadh!