In brief
During the three‑day WTM event, Minister Ahmed Al‑Khateeb and STA CEO Ageel Alshaibani opened the Saudi Land pavilion, featuring sites from Riyadh to the Red Sea and luxury resort AMAALA. The pavilion aims to build trade partnerships for the winter season and beyond, as Saudi Arabia plans to welcome 150 million tourists by 2030. The launch highlighted 61.2 million visitors in the first half of 2026 and a SAR151.9 billion tourism spend.
In a ceremony at World Travel Market London on 3 November 2026, Saudi Tourism Minister Ahmed Al‑Khateeb opened the new Saudi Land pavilion, a showcase of the Kingdom’s growing travel options aimed at boosting winter demand and future tourism.
Minister Al‑Khateeb, who also chairs the Saudi Tourism Authority, greeted participants alongside STA CEO Ageel Alshaibani, with 37 tourism partners from public and private sectors present to demonstrate new products across Riyadh, Jeddah, AlUla, the Red Sea and the luxury coast of AMAALA.
Al‑Khateeb said the country welcomed about 61.2 million tourists in the first half of 2026, a 1 % year‑on‑year rise, and recorded SAR151.9 billion in tourism spending. He added the nation is working toward its 2030 target of 150 million visitors.
Alshaibani emphasized the role of trade partners in driving growth. He highlighted Red Sea escapes, desert experiences and a winter calendar featuring Riyadh Season and Winter at Tantora in AlUla, plus attractions like Six Flags Qiddiya City and Aquarabia.
"Our trade partners have been instrumental in Saudi tourism’s growth,"
Alshaibani noted the pavilion showcased 623 k licensed room keys in H1 2026, including more than 44 k new keys. He said the goal is to create opportunities and grow together.
The pavilion’s opening featured seven AMAALA resorts, including properties from Four Seasons, Six Senses, Rosewood and Nammos, all of which welcomed guests since June. These luxury sites underscore Saudi Arabia’s expanding high‑end tourism portfolio.
In addition to luxury destinations, Saudi Land brought the country’s cultural heritage to life with traditional music, dance, Arabic calligraphy and interactive experiences inspired by destinations across the kingdom.
