• SAUDI ARABIA
cities and introduce millions of viewers and visitors to a broader picture of Saudi life. Events deliver attention quickly, but their true value comes from conversion: encouraging people to see the event as the beginning of their relationship with the destination rather than the whole reason for it. SCALE WITHOUT SAMENESS Many established destinations are searching for ways to spread visitors across different places and seasons. Booking.com's 2026 Travel & Sustainability research found that 43% of travellers plan to avoid crowded
destinations and 42% intend to travel outside peak periods. Climate is becoming part of the decision too, with 74% considering extreme-weather risk when choosing where or when to travel. Saudi has the space and variety to plan for dispersal from the outset. Riyadh's winter events, Jeddah's coastal character, AlUla's desert and heritage landscape, Asir's mountains, the Red Sea, the Holy Cities and destinations such as Al Ahsa and Taif can support different seasons, interests and visitor flows. Growing domestic demand also gives emerging locations a valuable customer base while international awareness develops. The risk is repetition. A diversified tourism map
24 | SPOTLIGHT RIYADH
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