The Middle Eastern country has invested huge sums of money into its tourism industry in recent years, and Fahd Hamidaddin - the CEO of the Saudi Authority - is determined to grow the sector.

He told Breaking Travel News: "What makes this success even more remarkable, is that it is driven largely by word of mouth. Travellers who visit Saudi Arabia are captivated by the experiences and share them, encouraging others to explore the country."

Saudi Arabia ultimately hopes to rival the Mediterranean with its Red Sea coastline, and Hamidaddin is confident that it will ultimately prove to be a huge success.

He said: "This coastline will feature multiple destinations, including Neom’s futuristic resorts, Amala’s luxury wellness retreats, and Jeddah’s cosmopolitan marina and cruise hub.

"We are not just developing resorts; we are creating a global Riviera with a world-class maritime industry, yachting facilities, and water sports events."

Hamidaddin feels similarly proud and enthusiastic about the country's cultural heritage, too.

He said: "Saudi Arabia is home to eight UNESCO World Heritage Sites and 14 intangible cultural elements recognised by UNESCO.

"But beyond that, we have an incredible living heritage - old villages, traditional souks, and architectural treasures that are still inhabited and active."

Hamidaddin hopes to fuse "authentic Arabian heritage" with "a luxury experience".

The country's long-term ambition is to establish itself as a top destination for European tourists who are seeking some winter sun.

The CEO of the Saudi Authority explained: "Whether it’s the rock-carved hotels in AlUla, the desert lodges of the Red Sea, or boutique hotels in Jeddah’s historic souks, we are making sure that every project reflects authentic Arabian heritage while offering a luxury experience."