In brief
On 3 November 2026, Saudi Tourism Minister Ahmed Al‑Khateeb opened the Saudi Land pavilion at WTM London, inviting international travel trade to explore destinations such as Riyadh, Jeddah, AlUla, the Red Sea and luxury resort AMAALA. The event highlighted 37 Saudi tourism partners, 623,000 licensed room keys in H1 2026 and the Kingdom’s goal of 150 million visitors by 2030. The opening showcased new product launches and a winter calendar featuring Riyadh Season and Winter at Tantora, while emphasizing Saudi Arabia’s rapidly expanding hospitality sector and cultural heritage displays.
On 3 November 2026, Saudi Tourism Minister Ahmed Al‑Khateeb opened the Saudi Land pavilion at World Travel Market (WTM) London, launching the Kingdom’s expanded tourism portfolio to an audience of international tour operators, airlines and distributors.
Alongside Station Chairman and CEO Ageel Alshaibani, the pavilion brought together 37 Saudi tourism partners from the public and private sectors to demonstrate new travel products across Riyadh, Jeddah, AlUla, the Red Sea and the luxury coastal resort AMAALA. The launch sought to spark commercial partnerships for the upcoming winter season and beyond.
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 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.
The pavilion also featured a winter calendar, including Riyadh Season and Winter at Tantora in AlUla, alongside attractions such as Six Flags Qiddiya City and Aquarabia. 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.
AMAALA, highlighted as a key feature of the opening day, celebrated its position as a luxury destination after seven resorts—including properties from Four Seasons, Six Senses, Rosewood and Nammos—welcomed guests since June. The pavilion also celebrated Saudi cultural heritage through traditional music, dance, Arabic calligraphy and interactive experiences inspired by the country’s landscapes.
