Forget Paris or Rome, travellers seeking a unique city break are increasingly looking beyond traditional European hotspots.
Marrakech, Reykjavik and Dubai have already seen a surge in popularity, but now another, more unexpected destination is emerging: Riyadh.
Located in the heart of the Arabian Peninsula, the Saudi Arabian capital is rapidly transforming its image.
Once shrouded in controversy, the nation is stepping away from its past and opening its doors to the world, offering a fresh and unexplored urban landscape for adventurous travellers.
It’s all part of the Saudi 2030 vision: an ambitious project aiming to redefine the oil-rich nation. It’s clearly paying dividends with the kingdom already home to some of the world’s biggest sports stars, including Cristiano Ronaldo who joined local team Al-Nassr in 2023.
Once known primarily as a business hub, Riyadh has embraced a cultural and architectural renaissance – and with new daily six-hour flights direct from London, it’s a worthy contender for a short mid-haul break.
Virgin Atlantic touched down last week with founder Sir Richard Branson onboard to launch the service.
“Saudi is one of the most extraordinary countries I’ve ever visited,” he told fellow travellers. “A lot has changed there in the last few years and it’s heading in the right direction. People who choose to visit will experience the warmest welcome and a place that may well surprise them.”
He has a point.
Despite a very murky reputation over its human rights record in years gone by, Saudi is embracing change and attitudes are relaxing. Local women are now permitted to drive and may cast their vote in elections while Western women no longer have to cover their heads (although conservative attire is recommended, with elbows and knees expected to be kept from view).
Home to a rapidly growing population, expected to reach around nine million by 2030 (the average age in Saudi is just 29 years old), Riyadh is a vast metropolis in the middle of a dusty sandpit. Located in the centre of the nation and now a bustling hub of ruler-straight boulevards and futuristic skyscrapers, it grew from modest beginnings and took shape from the endless desert that surrounds it in every direction.
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