Combining an ancient past with a modern future, Saudi has cultivated a dynamic identity like no other.
When it comes to Saudi culture, there’s so much to discover. For 20,000 years, the Kingdom has been central to Middle Eastern civilization – and contemporary society honours many ways of life that have been unique to the Arabian Peninsula since this time. From ancient sites that are still standing today through to traditional food and drink served with unwavering hospitality, there are reminders of Saudi’s rich history everywhere you look.
At the same time, Saudi is exploding onto the world stage as a destination undergoing rapid change. With a focus on global investment, sustainability, entertainment, and innovation, the country is poised to become an energetic hub between Asia, Europe, and Africa. With more than 70 percent of its population under 35 years old, Saudi is an exciting new travel location that brings together the best of old and new.
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