SFS Saudi Edition: Making the Arabian Peninsula an attractive sports platform and a global tourist destination

“Sport, and the tourism associated with it, is an integral part of Saudi Vision 2030. The ultimate goal is to make the Arabian Peninsula an attractive sports platform and a global tourism destination“, stated the Deputy General Secretary of SAFF Ibrahim Alkabbaa during the session ‘Sports Tourism and Major Events: Opportunity and Impact of Football Competitions‘ held as part of the SFS Saudi Edition.

To discuss it with him, Laith Khayyat (Executive Director of Strategy and PMO – Mahd Sports Academy), and Mohammed Basrawi (General of Marcoms – Saudi Pro League). The three speakers highlighted the close connection between sports and tourism, which the government strategically prioritizes. This focus is driven by cultural motivations —football, as a universal language, attracts a diverse audience, offering an opportunity to showcase Saudi society’s rich history and its ongoing evolution — and by economic reasons.

Since around 2018, the country has hosted nearly 150 different sporting events, heavily emphasizing the sense of community and aiming to cultivate individuals who love sports, especially football. The main pillars remain inclusivity and diversity, with significant progress made in women’s football over the years. The Mahd Sports Academy — established to develop regional youth sports sectors — launched women-only tryouts two years ago, which saw nearly 54,000 girls participate to showcase their talents.

As Laith Khayyat stated, the academy adopts a comprehensive 360-degree approach, starting with schools and extending to areas such as nutrition, catering to the needs of many international youth who enroll each year. Additionally, the focus is not limited to football. Taekwondo, handball, athletics, and judo are among the disciplines receiving specific investments from the academy, which aims to be a driver for young talent and provide them with the right global exposure.