Riyadh Season Debuts New Zones Driving Progress and Scaling Global Appeal for Cultural Experiences

RIYADH, Saudi Arabia — Riyadh Season has unveiled three captivating new zones — Boulevard Runway, Souq Al-Awaleen, and Dunes of Arabia — further elevating Saudi Arabia’s profile as a global destination for entertainment and cultural discovery. These new attractions represent tangible steps toward Vision 2030, the Kingdom’s transformative strategy to drive economic growth, boost tourism revenue and position the Kingdom as a top-tier travel destination.

Saudi Arabia’s tourism sector has experienced exponential growth, welcoming over 16.6 million international visitors in 2022 alone, according to the Saudi Tourism Authority. This surge highlights the Kingdom’s commitment to positioning itself as a premier travel destination. With 70% of its population under the age of 35, Saudi Arabia is tapping into the aspirations of its youth, who are eager for modern experiences that celebrate cultural identity and global connectivity.

Boulevard Runway transforms aviation into art and adventure, featuring five specially designed Saudia planes repurposed as immersive venues. From themed restaurants to interactive experiences, highlights include Flight 1661, a suspenseful journey through the Bermuda Triangle, and Sky Siege, a thrilling mission to reclaim a hijacked aircraft. Culinary delights, including Middle Eastern dishes and specialty burgers, round out the offerings, showcasing Saudi Arabia’s growing culinary scene.

Souq Al-Awaleen celebrates Saudi Arabia’s cultural heritage with a vibrant marketplace at Performance Square. Traditional crafts like pottery, metalwork, and woodcarving take center stage, offering visitors a chance to witness and participate in age-old techniques. Workshops on Sadu weaving, Arabic calligraphy, and henna design enhance the interactive experience, while culinary demonstrations highlight Saudi cuisine’s rich flavors. This zone serves as a gateway to Saudi traditions, promoting artisan trades and economic opportunities for local businesses.

Dunes of Arabia invites adventure seekers and nature lovers to explore the vast beauty of the Arabian desert. Activities such as camel rides, horseback trekking, and quad biking provide thrilling encounters with the landscape. As night falls, luxury camping under the stars offers gourmet dining and cultural performances, including Bedouin music, poetry recitals, and stargazing. This desert escape exemplifies the Kingdom’s investment in eco-tourism and sustainable travel experiences.

These dynamic additions demonstrate Saudi Arabia’s commitment to preserving its heritage while embracing innovation. The Kingdom continues to welcome tourists worldwide, strengthening global connections and offering visitors unique cultural and entertainment experiences. Riyadh Season embodies this vision, celebrating a harmonious blend of tradition and progress without compromising individuality or self-expression.

By creating attractions that highlight culture, adventure, and hospitality, Riyadh Season strengthens Saudi Arabia’s position as a leader in global tourism and entertainment. Events like this reflect the Kingdom’s evolution as it builds toward Vision 2030—an ambitious blueprint for economic diversification and cultural vibrancy.

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