I stepped onto Saudi soil not as a tourist, but as a witness. A witness to a transformation so vast, so purposeful, and so quietly majestic, it felt like watching a desert bloom overnight. But this isn't just a rebranding of a country. This is a resurrection of an ancient, soul-rich land into a wellness capital that dares to dream beyond its borders.

And I was there to see the first bricks laid.

In 2016, Crown Prince Mohammed bin Salman launched Vision 2030 — a bold and unrelenting national strategy aimed at diversifying Saudi Arabia’s economy, reducing its oil dependency, and opening the Kingdom to the world. But what’s often overlooked is how wellbeing is at the core of this vision — economically, culturally, and spiritually.

The Prince spoke of building a “vibrant society,” and he wasn’t just referring to GDP. He meant people. Health. Joy. Harmony between ancient values and future-forward innovation.

Wellness — in all its forms — is now built into the foundation of Saudi’s next chapter.

Saudi Arabia's Vision 2030 is a transformative and ambitious blueprint to unlock the potential of its people and create a diversified, innovative, and world-leading nation.

Since the launch of Vision 2030 in 2016, Saudi Arabia has embarked on a remarkable story of transformation. This ambitious blueprint, deeply rooted in the country's rich cultural heritage and strategic advantages, is steering the nation towards a more diversified and innovative economy.

Vision 2030 has sparked comprehensive change, ushering in an era of openness to the world. The progress to date reflects a deep commitment to fostering a thriving economy and a vibrant society, filled with opportunities for every Saudi citizen.
As Saudi Arabia continues to build on these accomplishments, its efforts under Vision 2030 are manifesting in real and impactful changes that pave the way for an even better future. Saudi Arabia is not just charting a new course for itself but is also establishing benchmarks for innovation and development on the global stage. In a world that's transforming rapidly and demands flexible, dynamic approaches, Saudi Arabia is leading by example.

Vision 2030 has laid the foundations for growth, uniting the country towards a shared vision for a prosperous future. Reforms have been implemented that enhance the business climate, create jobs, and invite investment. The Kingdom is preparing its people for tomorrow's world a world that is connected, technology-forward, and facing climate change head-on. Saudi Arabia’s doors are now open even wider to the world, with investments pouring into sectors like renewable energy, tourism, entertainment, and other key industries. With all that’s happening in the country today and with the growing momentum of Vision 2030, Saudi Arabia truly is the land of now.

Saudi Arabia has a natural terrain made for healing. It’s a place of vast contrast — crisp mountain air in the south, sweeping silence in the Empty Quarter, Red Sea coral sanctuaries that rival the Maldives, and stargazing deserts that soften even the busiest mind.

And now, the country is building the infrastructure to match that soul.

Let’s take you there! This is just a glimpse for the next journeys we take you to Saudi Arabia. For the next 6 months, through our articles, interviews, videos and travel, beauty and wellness secrets, we invite you to the most experiential journey, even in the world of internet.

I visited Soudah Peaks, Saudi’s $7.7 billion mountain resort project, and felt like I’d entered a dream state — where air is therapy and every glance is a meditation. Pine forests, cool breezes, and altitude-based wellness programs are in development as part of this Public Investment Fund–backed marvel.

The idea? Not just luxury, but luxury that grounds you.

Think: forest bathing in the clouds, spa villas built from local stone, yoga in the highlands.

The Red Sea Project is not just a coastal resort; it’s a marine wellness revolution. With 90 untouched islands and protected coral reefs, it’s the only place in the world where Thalassotherapy, sustainability, and Saudi hospitality intertwine so seamlessly.

What moved me most was the silence. Not the absence of sound — but the presence of peace.

Soon, guests will enjoy floating hammams, reef-sourced skincare, solar-powered spa suites, and Ayurvedic programs that honor both land and sea.

In NEOM, the futuristic “giga-city” rising in the desert, Trojena is being sculpted as a high-altitude wellness destination unlike anything on Earth.

Cryotherapy chambers. AI-powered health diagnostics. Wellness performance labs. Meditation in smart pods overlooking snow-capped cliffs.

I sat in on a concept pitch. One word kept echoing: restoration — not just of the body, but of one’s human potential.

Then, there is AlUla — the cradle of civilizations, now becoming a sanctuary for modern seekers.

Here, silence is sacred. I walked among 2,000-year-old tombs, watched the sunset from a wellness rock amphitheater, and practiced breathwork beneath the stars.

AlUla is not just Saudi’s spiritual heart; it is its offering to the global wellness community.

Saudi Arabia has always been a land of rituals — herbal infusions passed down through generations, oils pressed from black seeds and frankincense, hammams hidden in ancient souqs.

Today, these traditions are not being erased — they’re being elevated.

The wellness economy is projected to surpass $7 trillion by 2025, and Saudi is building an entire vertical within that — rooted in authenticity, amplified by technology, and powered by vision.

What I’ve seen is not a spectacle.

It’s an invitation.

Saudi Arabia is not trying to be the next Dubai. It’s not cloning Bali or Switzerland. It’s carving a new identity, where wellness is both personal and national — and where the traveler is not just a guest, but a participant in rebirth.

From the sands of the Empty Quarter to the futuristic peaks of NEOM, Saudi is asking us to slow down, breathe deeper, and reimagine what luxury travel can feel like.

It feels like purpose.
It feels like peace.
It feels like now.

This campaign marks the beginning of our journey through the Kingdom’s healing wonders. In the coming weeks, we’ll bring you into mountain retreats, fragrance rituals, ancient beauty secrets, and wellness itineraries you can book for yourself.

Because Saudi isn’t just calling.
It’s becoming.
And the future of luxury wellness is already rising.