The Saudi Tourism Authority are hosting an immersive pop-up experience in the heart of Mayfair, London, this weekend. This experience takes the visitor on a journey through the main destinations of Saudi Arabia and what they have to offer, taking in Diriyah, AlUla, Jeddah, the Red Sea and Riyadh.
The experience is running until Sunday, 8th February, and it’s definitely worth a visit if you’re in London. This showcase is an opportunity to get a glimpse of Saudi Arabian culture. Starting with a cup of Saudi tea and a date, you enter into an experience of Saudi Arabia, with local music to enjoy and the opportunity to get your name in Arabic. There are stations around the room that provide information about each destination and videos of events happening throughout the year.
About Saudi Arabia
Diriyah
Diriyah is the birthplace of modern Saudi Arabia and one of its most important heritage sites. Home to the UNESCO-listed At-Turaif district, it blends beautifully restored mud-brick architecture with museums, cultural spaces, cafés and dining, offering visitors a deep connection to Saudi history just outside Riyadh.
AlUla
AlUla is a breathtaking desert destination where ancient civilisations meet dramatic natural landscapes. Known for Hegra, Saudi Arabia’s first UNESCO World Heritage Site, it offers rock-cut tombs, sandstone canyons, luxury desert lodges and world-class cultural events in a truly otherworldly setting.
Jeddah
Jeddah is Saudi Arabia’s vibrant coastal gateway, blending history, culture and modern city life. From the historic Al Balad district to the contemporary Corniche along the Red Sea, it’s known for its arts scene, food culture, cosmopolitan energy and role as a key entry point for pilgrims and travellers alike.
The Red Sea
The Red Sea destination is Saudi Arabia’s flagship luxury coastal development, which opened in December 2025 and is focused on pristine islands, coral reefs and sustainability-led tourism. Designed for high-end, low-impact travel, it offers crystal-clear waters, marine life, wellness retreats and barefoot luxury experiences unlike anywhere else in the region.
Riyadh
Riyadh is the dynamic capital at the heart of Saudi Arabia’s transformation. A fast-growing metropolis, it combines business, culture and entertainment with major developments, festivals, dining and design districts, offering a powerful snapshot of the kingdom’s future-focused vision. Will I be attending the MDL Beast Soundstorm Festival in 2026? Maybe!
What’s New with Tourism in Saudi Arabia
Saudi Arabia is currently working under Vision 2020, where they plan to shift their tourism growth and aim to attract 150 million visitors annually by 2030. The plan is to blend entertainment, culture and luxury tourism across their destinations. Currently, the Red Sea has 6 hotels with another 15 set to open by the end of 2026. Saudi planners are now prioritising sustainable, authentic visitor experiences, focusing on quality, cultural connection, and precision over sheer volume of tourists. Heritage and eco-tourism are also growing fast, with estimates that the heritage tourism market will expand significantly by 2033.
If you’re around London this weekend, this experience is a must-see for anyone who wants to get a glimpse into Saudi Arabia. Tickets are free and can be secured here. Any questions about Saudi Arabia, you should reach out to the tourism authority, by contacting Robert Schumann, [email protected]
