Saudi Arabia targets MENA travellers with new Wego campaign

International

Saudi Tourism Authority and Wego join forces to promote year-round travel across the Kingdom’s cities, heritage sites, coast and natural landscapes

Saudi Tourism Authority and travel marketplace Wego have launched a new campaign aimed at travellers across the Middle East and North Africa. The initiative positions Saudi Arabia as a multi-destination market where visitors can combine culture, entertainment, nature, adventure and coastal experiences within a single trip.

The campaign will use destination-focused editorial content, travel inspiration and digital activations throughout the planning process. It covers destinations ranging from Riyadh and Jeddah to AlUla, Diriyah, the Eastern Province and the Red Sea coast.

Different experiences within one destination

A central theme of the campaign is the diversity of Saudi Arabia’s tourism offer. Riyadh combines urban attractions and entertainment, while Jeddah provides access to the Red Sea alongside its historic character. AlUla adds archaeological sites and desert landscapes to the portfolio.

The campaign also highlights mountain and outdoor activities, diving and water experiences, dining, shopping and wellness. Different products will be promoted to families, couples, leisure travellers and visitors looking for adventure or cultural experiences.

“Travellers across the MENA region are increasingly looking for destinations that give them the freedom to build a trip around their own interests,” said Mamoun Hmidan, Chief Business Officer at Wego. “Saudi is particularly well positioned for this, bringing together culture, nature, entertainment, adventure, and leisure within one destination.”

Year-round events support regional demand

Saudi Arabia’s expanding events calendar is another element of the campaign. Cultural festivals, sporting events, live entertainment and seasonal programmes are being used to generate travel demand beyond traditional holiday periods.

Saudi Winter will feature activities and events in destinations including Riyadh, Jeddah, AlUla, Diriyah and the Eastern Province. Jeddah is also set to host Gulf Cup 27 from September 23 to October 6, 2026, providing an additional travel occasion for visitors from neighbouring Gulf markets.

Wego provides digital access to MENA travellers

The partnership gives Saudi Tourism Authority access to Wego’s audience across the Middle East and North Africa during different stages of travel planning. Destination content and digital campaigns will be used both to introduce individual Saudi destinations and encourage travellers to combine several experiences in one journey.

For Saudi Arabia, the cooperation forms part of efforts to broaden its leisure tourism proposition and generate repeat visits by showing regional travellers different parts of the country rather than presenting the Kingdom as a single tourism experience.