In 2025, the allure of unexplored destinations is fading, particularly in Saudi Arabia, which has opened its doors to tourism in the last six years. The once-undiscovered Al-Ula features stunning sandstone formations and ancient ruins, yet faces inevitable commercialization akin to Petra's development. Efforts to reshape the country’s image amid ongoing human rights criticisms and restrictions, including alcohol bans, present challenges. Meanwhile, Saudi Vision 2030 aims to boost the economy and international image, allowing for increased freedom for women and modernization across major cities like Riyadh and Jeddah.
Al-Ula, a vast desert landscape of towering sandstone and granite formations, is currently a last great undiscovered place that travelers are eager to visit before it changes forever.
Saudi Arabia is transforming rapidly, aiming to shift its global image and develop tourism, despite challenges from its history of human rights issues and cultural restrictions.
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