In brief
On 3 November 2026, Saudi Tourism Minister Ahmed Al‑Khateeb inaugurated the Saudi Land pavilion at WTM London, where 37 Saudi tourism partners displayed destinations such as Riyadh, Jeddah, AlUla, the Red Sea and AMAALA to an international travel trade audience. The event highlighted Saudi Arabia’s growing tourism market, which welcomed 61.2 million visitors in the first half of 2026, and promoted new luxury resorts in AMAALA. The pavilion aims to drive demand for the forthcoming winter season and beyond, creating commercial opportunities for Saudi tourism and its partners.
On 3 November 2026, Minister of Tourism Ahmed Al‑Khateeb opened the Saudi Land pavilion at the World Travel Market (WTM) London. The pavilion brought together 37 Saudi tourism partners to showcase destinations across the Kingdom, including Riyadh, Jeddah, AlUla, the Red Sea, and the luxury coastal resort AMAALA, with the goal of building new trade partnerships in the global travel market.
Alongside the minister, the CEO of the Saudi Tourism Authority, Ageel Alshaibani, presented the pavilion’s offerings and underscored the importance of commercial collaboration for the sector’s expansion. He highlighted Red Sea escapes, desert experiences, and a winter calendar featuring Riyadh Season and Winter at Tantora in AlUla, as well as attractions such as Six Flags Qiddiya City and Aquarabia.
The pavilion highlighted the Kingdom’s luxury growth, noting that since June, seven resorts—including properties from Four Seasons, Six Senses, Rosewood, and Nammos—have welcomed guests in the AMAALA destination, reinforcing its status as a high‑end tourism experience.
Minister Al‑Khateeb stated:
“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.”
Alshaibani added:
“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.”
The opening day emphasized AMAALA as a key highlight, showcasing its growing hospitality offering to international travel partners. Through interactive displays, traditional music, dance, Arabic calligraphy, and experiences inspired by Saudi destinations, the pavilion brought the Kingdom’s cultural heritage to life for traveling exhibitors and media.
Participation in the event was designed to generate demand for the upcoming winter season and beyond, providing a platform for Saudi tourism to strengthen its presence in the competitive global travel market.
