Dubai, UAE – September 24, 2026 -- The Saudi Tourism Authority (STA) and travel app Wego have launched a joint campaign encouraging travellers across the Middle East and North Africa to explore Saudi Arabia's cities, coastlines and cultural sites.
The campaign spans Riyadh to the Red Sea
The initiative highlights destinations including Riyadh, Jeddah, AlUla's archaeological landscapes, and the Red Sea coastline, positioning them as parts of a single travel itinerary rather than separate trips. Organizers say the campaign targets different traveller types: families combining culture with entertainment, couples seeking coastal escapes and dining, and adventure travellers interested in diving, desert activities and mountain landscapes.
Wego's business chief frames Saudi as a flexible destination
Mamoun Hmidan, Chief Business Officer at Wego, said MENA travellers increasingly want destinations that let them build trips around personal interests, and that Saudi Arabia combines culture, nature, entertainment and leisure in one place. He added that the partnership aims to make that range easier to discover for both first-time visitors and returning travellers.
Seasonal events add further draw for regional visitors
Saudi Arabia's year-round events calendar includes cultural festivals, live entertainment and sporting fixtures. During Saudi Winter, visitors can access outdoor experiences across Riyadh, Jeddah, AlUla, Diriyah and the Eastern Province. Separately, Jeddah will host the Gulf Cup 27 from September 23 to October 6, 2026, offering Gulf travellers reasons to visit the city beyond the tournament's stadiums.
Content push will follow travellers through the booking process
STA and Wego plan to distribute destination-focused editorial content, travel inspiration pieces, and digital activations to MENA audiences throughout the trip-planning process, aiming to convert interest in Saudi Arabia into actual bookings.