By Isabel Tapp, Founder, LCC GCC Chapter

Saudi Arabia’s emergence onto the global travel stage is one of the biggest transformations I’ve seen over my decades in the industry. Previously off-limits to all but the most intrepid explorers, the Kingdom is now drawing curious travellers from around the world, keen to explore ancient Nabataean ruins, captivating landscapes, and incredible diving in the Red Sea.  

Not only is Saudi Arabia positioning itself as the next frontier in adventure travel, but it is also setting new benchmarks for luxury experiences and cutting-edge design. Across the Kingdom, there is a palpable sense that anything is possible, with iconic developments from the world’s leading luxury brands sprouting up from the desert to the coast. Here are three of the most riveting projects to watch in Saudi Arabia.

AlUla

One of the Kingdom’s oldest sites, AlUla is home to a fascinating collection of natural and cultural wonders. Explore Saudi Arabia’s first UNESCO World Heritage Site of Hegra, the ancient Nabataean capital that houses 110 tombs carved into the rose-coloured rocks, dating back 2,000 years. Other key areas to explore include the mirrored expanse of Maraya, which forms a captivating stage for cultural events, the whimsically shaped Elephant Rock that’s been carved by time, the 10th century Old Town, and the enchanting AlJadidah Arts District.

Bed down at tranquil desert sanctuary Banyan Tree AlUla, backdropped by towering cliffs in the untouched Ashar Valley; or the eco-minded Our Habitas AlUla nearby. Legendary luxury hotel brands including Aman and The Chedi are also coming to the party, with hotly anticipated openings coming soon.

The Red Sea

Strung along a 200-kilometre stretch of coastline in Saudi Arabia’s west, The Red Sea Project reads like a roll call of the world’s leading luxury resort operators. This 28,000-square-kilometre development features all the hallmarks of a coastal paradise, with pristine white sands, cerulean waters, and 90 islands fanning out from the mainland. Home to the world’s fourth largest reef, it is already making a name for itself as a premier diving destination.  

When it is completed in 2030, the project is expected to be home to 50 hotels and resorts. Six Senses and St Regis have already opened their doors, with other key names underway including Clinique La Prairie, Four Seasons, Fairmont, Grand Hyatt, InterContinental, Jumeirah, Ritz-Carlton, Raffles, Rosewood, SLS, and The EDITION.

Neom

One of the most ambitious developments the world has seen, Neom redefines the city of the future, encompassing the snow-capped mountains of Trojena, where the 2029 Asian Winter Games will take place, coastal resort developments in Aqaba near the border with Jordan, and the revolutionary residential development at The Line, a ‘city’ that stretches 170 kilometres inland from the coast of the Red Sea. This mirrored masterpiece is 500 metres high but just 200 metres wide, creating a futuristic, climate-controlled cityscape that is free of roads and cars, and will eventually become home to some 9 million people.

For a glimpse at the past and the future, Saudi Arabia promises a wealth of experiences for the explorer and experiential traveller.