I’m at STF Ryiadh 2025!

I’m at Saudi Tourism Forum in Riyadh for the first time, and it’s been an experience that’s both fascinating and, at times, a little surprising.

As always, I’m here representing the DMC I direct across the Gulf, and it’s interesting to see Saudi Arabia positioning itself so confidently on the global tourism stage. The event is clearly designed to showcase the country’s diversity—its landscapes, heritage, and ambitious vision for the future. From desert escapes to cultural sites, there’s a strong sense of pride in what Saudi Arabia is building, and it’s compelling to witness it firsthand.

There’s also something exciting about being here at this stage of development. The destination still feels fresh, almost undiscovered in parts, and you can sense the momentum behind it. Conversations are forward-looking, focused on growth, opportunity, and long-term partnerships. It’s a different kind of energy compared to more established markets—less polished, but full of potential.

That said, the experience on the ground has its contrasts. Quite literally—it’s cold. Not something you necessarily expect here, but the venue doesn’t quite compensate for it, which makes long days a bit of a challenge. The facilities overall are fairly basic, especially when compared to other major international travel events.

And then there’s the organisation around food, which, unfortunately, is where things fall short. For an event of this scale, the lack of adequate food outlets is noticeable. Long waits, limited options—it disrupts the flow of the day more than it should.

But despite these logistical gaps, the core of the event remains strong. It’s about Saudi Arabia opening its doors, telling its story, and inviting the industry to be part of its journey. And that, in itself, makes it worth being here.

It may not be the most seamless event experience, but it’s a real one. And sometimes, that rawness is exactly what makes a destination—and an industry moment—interesting to witness.