In brief
At World Travel Market 2026 in London, Saudi Minister of Tourism Ahmed Al‑Khateeb opened the Saudi Land pavilion, featuring a range of Saudi destinations and hospitality projects. He highlighted a 1 % growth in tourism in H1‑2026 and outlined ambitions to reach 150 million visitors by 2030. The pavilion also spotlighted the luxury coastal resort AMAALA and traditional cultural displays aimed at strengthening global travel trade partnerships.
On 3 November 2026, Saudi Minister of Tourism Ahmed Al‑Khateeb inaugurated the Saudi Land pavilion at the World Travel Market (WTM) in London, alongside CEO of the Saudi Tourism Authority (STA) Ageel Alshaibani. The opening marked a new chapter for the Kingdom’s tourism push in the global travel trade arena.
The pavilion showcased a portfolio of Saudi destinations that included Riyadh, Jeddah, AlUla, the Red Sea and the luxury coastal resort AMAALA. A total of 37 Saudi tourism partners from both the public and private sectors were present, aiming to attract international tour operators, airlines and travel distributors to introduce new products and experiences across the nation’s expanding tourism network.
Key Statistics and Vision
Minister Al‑Khateeb commented on the resilience of Saudi tourism, noting that in the first half of 2026 the Kingdom welcomed about 61.2 million tourists—a 1 % year‑on‑year growth—and that tourism expenditure reached roughly SAR 151.9 billion. He said the country is working toward its ambition of welcoming 150 million tourists by 2030.
"Resilience is built before you need it, and this year Saudi tourism has demonstrated the strength of its foundations. In the first half of 2026, Saudi Arabia welcomed about 61.2 million tourists, representing about 1% growth year‑on‑year, while tourism expenditure reached about SAR151.9 billion. We work towards our ambition of welcoming 150 million tourists by 2030,"
CEO Ageel Alshaibani highlighted the trade partners’ role in Saudi tourism’s growth and emphasized the new experiences to be presented at WTM. He detailed offerings such as Red Sea escapes, desert adventures, a winter calendar featuring Riyadh Season and Winter at Tantora in AlUla, and attractions like Six Flags Qiddiya City and Aquarabia. He added that continued hospitality investment had led to 623 k licensed room keys in H1 2026, including more than 44 k room keys in newly licensed facilities.
"Our trade partners have been instrumental in Saudi tourism’s growth. At WTM London, we are showcasing Red Sea escapes, desert experiences and a winter calendar featuring Riyadh Season and Winter at Tantora in AlUla, alongside attractions such as Six Flags Qiddiya City and Aquarabia. These experiences are backed by continued hospitality investment, with about 623 k licensed room keys in H1 2026, including more than 44 k room keys in newly licensed facilities. We are here to create opportunities and grow together,"
A major highlight of the opening day was AMAALA, identified as one of Saudi’s newest luxury coastal destinations. Since June, seven resorts—including properties from Four Seasons, Six Senses, Rosewood and Nammos—have welcomed guests, positioning AMAALA as a distinct high‑end tourism experience within the Kingdom’s portfolio.
The Saudi Land pavilion also presented cultural heritage elements, featuring traditional music and dance, Arabic calligraphy and interactive experiences that drew inspiration from various Saudi destinations. These cultural displays were designed to complement the commercial offerings and showcase the depth of Saudi culture to international travel partners.
The launch of the Saudi Land pavilion at WTM London signals a continued push by Saudi Arabia to diversify its tourism appeal, strengthen global trade ties, and meet its long‑term visitor targets in a rapidly evolving travel landscape.
