Saudi Arabia’s
Minister of Tourism and Saudi Tourism Authority (STA) Chairman Ahmed Al-Khateeb
has inaugurated Saudi Land at WTM London 2026, bringing together 37 tourism
partners to promote the Kingdom’s expanding visitor offering and strengthen
international trade partnerships.
Joined by STA CEO
Ageel Alshaibani and RX Global President Rachel Travers, Al-Khateeb launched
the three-day showcase, which will connect Saudi tourism businesses with
international tour operators, airlines and travel distributors.
The delegation is
presenting new products and experiences across destinations including Riyadh,
Jeddah, AlUla, the Red Sea and AMAALA, with a focus on generating demand for
the upcoming winter season and beyond.
AMAALA was a key
highlight, showcasing its growing luxury hospitality portfolio. Since June,
seven resorts, including properties by Four Seasons, Six Senses, Rosewood and
Nammos, have welcomed guests, strengthening Saudi Arabia’s position as an
emerging luxury tourism destination.
Al-Khateeb said: “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 welcomed about 61.2
million tourist, representing about 1% growth year-on-year, while tourism
expenditure reached about SAR 151.9 billion (approximately $40.5 billion). We
know the pressures our partners and travelers have faced, and our commitment to
them is long term, as we work towards our ambition of welcoming 150 million tourists
by 2030. No destination builds that kind of resilience alone, so we will
continue bringing the industry together, here in London and through TOURISE,
the global, year-round platform shaping the future of tourism.”
Ageel Alshaibani, CEO of STA, added: “Our trade partners have been instrumental in Saudi tourism’s growth, and their success remains our priority. 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 623K licensed room keys across hotels, apartments and other accommodation in H1 2026, including more than 44K room keys in newly licensed facilities. We are here to create opportunities and grow together.” -TradeArabia News Service