Connections Luxury, the high-end global travel networking brand by Jacobs Media, is heading to Saudi Arabia this November for the first time. In a debut backed by the Saudi Tourism Authority, Connections Saudi will take place in Riyadh from November 10-14, 2025, welcoming 600 delegates for a curated blend of one-to-one meetings, experiential networking, and cultural immersion.
The inaugural event marks a significant moment for both organizations. For Jacobs Media, it's the latest expansion of the acclaimed Connections Way format; for Saudi, it’s another high-profile step in its ongoing push to position the Kingdom as a global hub for luxury and experiential tourism.
Attendees, which will include international travel advisors and top-tier Saudi suppliers, won’t be speed-networking in a ballroom. Instead, they’ll be exploring new partnerships over shared experiences, a hallmark of the Connections model.
It’s an experience that promises to elevate business introductions into meaningful, memorable exchanges while visiting ancient heritage sites, participating in immersions with artisans, as well as enjoying culinary rituals and desert adventures.
According to several travel advisors based in four different countries, the way local experiences are woven into the agenda is one element that seems to separate Connections Luxury events from other, more conventional trade shows.
Other Connections shows this year have taken place in Tokyo, Doha, New York, Barcelona, Bahrain, and Seoul. This new event aims to highlight the best of Saudi’s tourism landscape through curated events — from Riyadh’s modern flair to the historic depth of destinations like AlUla and Diriyah.
“This isn’t a show floor, it’s a showcase,” said Clive Jacobs, founder and chairman of Jacobs Media. “Connections Saudi represents an exciting evolution in global trade events. We are proud to partner with the Saudi Tourism Authority to deliver a platform that not only supports economic growth but also creates space for genuine human connection and experiential engagement.”
A Destination on the Rise
The timing of the event is no accident. Saudi Arabia is undergoing a metamorphosis targeting massive growth in tourism. According to Jacobs Media, Saudi surpassed its initial goal of 100 million visitors by 2030 a full seven years early. The Kingdom now sets its sights on 150 million annual tourists within the next five years.
Also, according to Jacobs Media, with nearly 116 million visitors already recorded, the ambition is matched by action and investment: From multi-billion-dollar infrastructure projects to a reimagining of what travel in the region can look like.
“Saudi is emerging as one of the most strategically significant tourism destinations in the world,” said Fahd Hamidaddin, CEO of the Saudi Tourism Authority. “This partnership with Jacobs Media underscores our commitment to positioning Saudi as a premier destination and global hub for events. The collaboration offers an exciting opportunity to showcase the natural beauty, rich heritage, and innovation that is fueling record-breaking tourism.”
That message seems to resonate. With a global travel advisors community wielding an estimated total spending power of about $7.8 billion, the Connections network is poised to bring both visibility and market access to Saudi’s expanding list of hotels, DMCs, and luxury experience providers, notes Jacobs Media.
For both Saudi Arabia and Jacobs Media, the event reflects more strategic intent. Saudi is banking on face-to-face diplomacy and curated exposure to change perceptions and accelerate its appeal among high-value travelers and trade partners.
Meanwhile, the London-based team is doubling down on its philosophy that business is best done when people connect not just through deals, but also through shared values and experiences.
The luxury travel business landscape continues to evolve, and the Connections Saudi event is as timely as it is relevant. Travel advisors are curious about what’s possible in a country that used to be a sleeping giant of tourism potential.
With ongoing development and major projects underway, the event offers a chance to engage with one of the tourism sector’s most closely watched emerging markets.
More information can be found at connectionsluxury.com/saudi-2025
Jacques Ledbetter is a Luxury Travel Advisor contributor and founder of The Luxe Ledger newsletter. Join the conversation when this story posts there tomorrow on LinkedIn.