LONDON, November 4 – Saudi Arabia is strengthening its position in the global tourism industry through a major showcase at World Travel Market (WTM) London 2026.
Saudi Minister of Tourism Ahmed Al-Khateeb officially opened the country’s pavilion, known as Saudi Land, bringing together 37 tourism partners from the public and private sectors.
The initiative aims to introduce international travel operators, airlines and tourism businesses to Saudi Arabia’s expanding destinations and travel experiences.
The three-day event also provides opportunities to build partnerships and attract more visitors during the upcoming winter season.
Saudi Arabia highlights its growing tourism industry
Saudi Arabia welcomed approximately 61.2 million tourists during the first half of 2026, representing around 1% growth compared with the same period last year.
Tourism spending also reached approximately SAR151.9 billion, equivalent to about US$40.5 billion.
Al-Khateeb said the country remained committed to developing its tourism industry, with a target of welcoming 150 million tourists annually by 2030.
He also highlighted the importance of working with international travel partners to support long-term industry growth.
Five destinations take the spotlight
At WTM London, Saudi Arabia is promoting several destinations, including Riyadh, Jeddah, AlUla, the Red Sea and AMAALA.
The showcase features a range of travel experiences, from luxury coastal resorts and desert escapes to cultural attractions and seasonal entertainment.
Visitors can also learn about major tourism events and attractions, including Riyadh Season, Winter at Tantora in AlUla, Six Flags Qiddiya City and Aquarabia.
These experiences form part of Saudi Arabia’s wider effort to attract international travellers with different interests.
AMAALA leads the luxury tourism showcase
One of the main highlights at Saudi Land is AMAALA, a luxury coastal destination developed in partnership with Red Sea Global.
Seven resorts have welcomed guests since June, including properties associated with Four Seasons, Six Senses, Rosewood and Nammos.
The destination adds to Saudi Arabia’s growing portfolio of high-end tourism experiences.
Its presence at WTM London also gives international travel partners an opportunity to explore new luxury holiday offerings in the Kingdom.
Hospitality investment continues to expand
Saudi Tourism Authority chief executive Ageel Alshaibani said international travel partners played an important role in the country’s tourism growth.
He highlighted the expansion of the hospitality sector, which recorded approximately 623,000 licensed room keys during the first half of 2026.
More than 44,000 room keys were added through newly licensed accommodation facilities.
Alshaibani said the country would continue working with industry partners to develop new tourism products and commercial opportunities.
Saudi culture takes centre stage in London
Beyond business meetings and destination promotions, Saudi Land also introduces visitors to the Kingdom’s cultural heritage.
The pavilion features traditional music and dance, Arabic calligraphy and interactive activities inspired by destinations across Saudi Arabia.
Saudi Land will remain open at stand S9-200 at ExCeL London until November 5.
Through its participation, Saudi Arabia aims to strengthen international tourism partnerships and introduce more travellers to its expanding range of destinations.
Source : PR NEWSWIRE | Rewritten By Minutesmy
