Saudi Arabia – between sand dunes, hidden treasures, and the future of travel

Saudi Arabia may be the most intriguing destination in the Middle East today. After centuries closed to tourism, the country—home to sacred cities and vast deserts—has begun unveiling itself to the world with a bold proposition: to reveal its ancestral roots while shaping the future of refined, low-profile travel. For those who seek more than the obvious, the country offers a fascinating balance of tradition and reinvention. On one hand: millennia-old archaeological sites, spice-scented souks, and crumbling palaces. On the other: a rising wave of design, contemporary cuisine, and understated hospitality curated for travelers who value access and originality over excess.

AlUla: The Kingdom’s Best-Kept Secret

Few places in the world rival the visual impact of AlUla—an oasis of golden mountains, dramatic canyons, and ancient sandstone structures. Once a key point on the Incense Route, the region is home to Nabataean tombs comparable to Petra—yet still remarkably undiscovered. Some of the most memorable experiences in the country are found here:

• Private dinners in the desert, lit by torch light beneath a star-filled sky
• Contemporary art installations set against timeless natural backdrops
• Architectural lodgings designed to blend seamlessly with the surrounding landscape

Sunrise balloon rides offering surreal views bathed in golden morning light

But Saudi Arabia goes beyond AlUla.

In Riyadh, the capital, tradition and modernity coexist in unexpected ways. In Jeddah, on the Red Sea coast, a vibrant promenade leads to historic neighborhoods protected by UNESCO. And deep in Rub’ al Khali—the world’s largest continuous sand desert—immensity becomes introspection. Traveling through Saudi Arabia today means witnessing a nation in transition—stepping into the spotlight while preserving its mysteries.   Every experience is recent, evolving—requiring planning, cultural sensitivity, and above all, access. But it’s precisely this feeling of being among the first to witness something new that makes the journey so remarkable.