On November 3, 2026, the World Travel Market in London became the stage for Saudi Arabia’s growing tourism ambitions, as Minister of Tourism Ahmed Al‑Khateeb and Ageel Alshaibani, chief executive of the Saudi Tourism Authority, officially opened the Saudi Land pavilion. The event brought together 37 Saudi tourism partners, spanning public and private sectors, to showcase the Kingdom’s expanding portfolio and to seek new commercial ties with global travel trade.
Showcasing Destinations
The pavilion featured a wide array of Saudi destinations: Riyadh and Jeddah, the historic city of AlUla, the Red Sea coast, and the luxury coastal resort AMAALA. Tour operators, airlines and distributors were invited to tour new products and experiences that span desert adventures, winter calendars – including Riyadh Season and Winter at Tantora – and family entertainment such as Six Flags Qiddiya City and Aquarabia.
Over the three‑day event, the partners presented a comprehensive winter calendar, designed to drive demand for the upcoming season and beyond. Throughout the exhibition hall, venues incorporated the Kingdom’s cultural heritage with traditional music, dance and Arabic calligraphy alongside interactive displays inspired by each destination.
Economic Impact and Growth Targets
Minister Al‑Khateeb highlighted that, in the first half of 2026, Saudi Arabia welcomed about 61.2 million tourists, representing roughly a 1 % year‑on‑year growth. He added that tourism expenditure reached about SAR151.9 billion during the same period, underscoring the sector’s resilience.
The minister emphasized that “Resilience is built before you need it, and this year Saudi tourism has demonstrated the strength of its foundations.” He cited the Kingdom’s ambition of welcoming 150 million tourists by 2030 as a long‑term objective.
Guest Capacity and Hospitality Investment
Ageel Alshaibani noted that, by the first half of 2026, the state had 623 k licensed room keys, of which more than 44 k were newly licensed facilities. He framed these numbers as evidence of continued hospitality investment designed to support Saudi’s tourism growth.
He added that the partners at WTM London were “here to create opportunities and grow together,” underscoring the collaborative nature of Saudi’s tourism strategy.
AMAALA Highlights Luxury Appeal
The pavilion celebrated AMAALA, one of Saudi Arabia’s newest luxury coastal destinations. Since June of the year, seven resorts in the area – including properties from Four Seasons, Six Senses, Rosewood and Nammos – have welcomed guests. These developments reinforce AMAALA’s position as a high‑end destination within the broader Saudi tourism offering.
A fortification of the region’s hospitality portfolio, the ministry stressed the expansion of luxury experiences could attract new segments of affluent travelers, further diversifying the country’s tourism mix.
Partner Engagement and Trade Outlook
Both ministers underscored the significance of trade partnerships in achieving the Kingdom’s tourism goals. Saudi Land’s design aimed to create a platform for Saudi suppliers to demonstrate their offerings, facilitating deeper collaboration with international tour operators and travel distributors.
As the event concluded, the Saudi Tourism Authority positioned the pavilion as a stepping stone toward stronger trade ties and a future where Saudi Arabia continues to attract visitors from across the globe.
