Welcome to ROAM’s Travel Trends report for 2024.

Post-pandemic, there has been a surge in world tours and iconic sporting events, with Saudi Arabia emerging as a go-to destination for such experiences. Looking ahead to 2024, this trend is set to continue, as more travellers strategically plan their trips to coincide with performances by their favourite musicians or witnessing sporting history in action. Skyscanner reports a significant inclination, with 72 percent of UAE travellers considering attending international concerts in the upcoming year. Noteworthy events in the Kingdom include the prestigious Diriyah Biennale, Formula E and Formula 1 races, UFC competitions, and MDL Beast. Saudi Arabia's culture is seamlessly intertwined with its position as a host for world-class events, offering travellers a unique fusion of entertainment and opulence.

A shift towards deep and meaningful experiences is one of the new ways luxury travel is defined, emphasising the importance of connecting with local

communities and immersing in the rich tapestry of local cultures. Intrepid Travel's recent 'A Sustainable Future for Travel' Report, developed with foresight agency The Future Laboratory, introduces the concept of 'People-Positive' travel as the natural evolution of sustainable travel. Looking ahead, the focus of regenerative travel is likely to shift from being product-led to social-led, as highlighted in the report. Saudi Arabia, with its rich cultural heritage, stands at the forefront of this movement. At the heart of a travel experience in The Kingdom are the people of Saudi Arabia. Travellers are invited to delve into the 'untold stories' of the region. Trips include engaging with local experts, learning the tales of the flower men of Asir, and connecting with emerging artists contributing to Saudi's burgeoning art and music scene. The essence of 'People-Positive' travel in Saudi Arabia is a compelling narrative of social change through connection, where every traveller is a storyteller, weaving their unique narrative into Saudi Arabia’s culture.

A new term coined by Original Travel, 'waterculturalists' represent a new type of diver seeking not only to explore the depths of the seas but also to deepen their understanding of the life forms and cultures that live within it. Like horticulturalists are students of the land, 'waterculturalists' aspire to connect with the seas, educate themselves on marine life, and actively engage in protecting the waters. As 'waterculturalism' becomes a driving force in travel, the Red Sea stands as an inviting canvas for divers to embark on journeys that go beyond the exploration of marine life, fostering a connection with the waters and cultures that define this region. As well as just the exploration of this area, ROAM works with marine biologists who are able to share their wealth of knowledge with travellers and support the continued preservation of this area. The development of the Red Sea Global Project has created an established Marine Protected Area which will deliver a 30% net conservation benefit by 2040 across the Red Sea and Amaal.

Foodies worldwide are increasingly planning trips around specific restaurants as interest in exploring by experiencing different delicacies increases. The trend is reflected in a recent survey of UAE travellers, where 46 percent revealed booking trips exclusively to experience a particular restaurant. Saudi Arabia, with its vibrant culinary scene, stands as a prime destination for those seeking a gastronomic adventure. With a rich tapestry of diverse culinary traditions from around the globe, Saudi Arabia boasts a varied food scene that is an ideal destination for travellers seeking to broaden their culinary experiences. The country's diverse history and extensive trading routes have exposed it to a range of foodie influences from the Middle East, contributing to its unique gastronomic landscape. Saudi Arabia, known for its hospitality, is embracing its cosmopolitan identity, attracting international culinary brands such as Scotts, Wolfgang Puck, and Raoul's, which have established their presence in the Kingdom. As the trend of restaurant-centric travel gains momentum, Saudi Arabia invites travellers on a flavorful journey, blending international tastes into its cultural mosaic.

A trend gaining momentum is the concept of "sober travel" or "dry tripping." Beyond the customary Dry January or Sober October, Expedia anticipates a surge in travellers embracing low or no alcohol getaways throughout the year. The rise of "sober-curious" lifestyles, especially among Gen Z, is reshaping travel preferences. According to Expedia's insights, over 40% of travellers are expected to book detox trips in the coming year. Interestingly, half of the respondents express interest in accommodations that support and enhance alcohol-free experiences. This growing interest aligns with the unique travel landscape of Saudi Arabia. With the country's cultural and regulatory context, an experience in Saudi Arabia fully embraces the concept of "dry," offering an exclusive haven for travellers seeking ways to indulge without alcohol.

At the heart of ROAM lies a commitment to unlock unexplored destinations, and Saudi Arabia stands as a prime example of a land waiting to be discovered. With an abundance of offerings across various regions being activated for tourism, world-class attractions that rival those of more established destinations are being unveiled. As Saudi Arabia steps into the spotlight, regions such as Hail, where the allure of lunch in a volcano crater awaits. The journey continues with an exploration of Heet Caves, offering a glimpse into the natural wonders. ROAM inspires travellers to venture where few have before, fostering a sense of discovery and curiosity.

As the largest country in the Arabian Peninsula, Saudi Arabia unfolds as a playground, offering limitless opportunities. The vastness of the landscape provides a haven for those seeking respite from the city and the options for exploration are as diverse as the kingdom itself. Saudi Arabia, with its unparalleled size, unveils a world of possibilities for those eager to explore its varied landscapes. Whether it's the tranquil deserts, vibrant coastal havens, or the adventurous terrains of AlUla, the Kingdom invites travellers to embark on a journey where the sheer variety is a canvas for unique and unforgettable experiences.

In an era where the environmental impact of travel is under heightened scrutiny, a wave of travellers are seeking sustainable alternatives. A report from the World Travel and Tourism Council (WTTC) and the Trip.com Group in 2023 highlighted this shift, revealing that a significant 69% of travellers are now proactively seeking sustainable travel options. As the industry evolves, ROAM emerges as a pioneer in responsible travel, spearheading initiatives that go beyond exploration to embrace a commitment to sustainability. ROAM is committed to steering towards a sustainable future for the Kingdom, this commitment extends not only within the opening of ROAM’s luxury camps, but across their fleet of chauffeur-driven cars and efforts supporting the local community. Aligned with the principles of Saudi’s 2030 vision and the initiatives

emerging as part of the ambitious plans, ROAM is dedicated to driving positive change. As we move forward, sustainability remains at the core of our mission, shaping the way we operate and fostering a positive impact on the communities and environments we touch.

If you're considering a visit to Saudi Arabia and would like to consult with one of our Travel Advisors to tailor your plans, please reach out to us through the link below. Roam specialises in crafting customised packages tailored to your specific requirements, taking care of all the finer details, so you don't have to.