Saudi Arabia Makes a Bold Tourism Statement at WTM London 2026 as Saudi Land Opens with 37 Industry Partners

Saudi Arabia’s Minister of Tourism and Chairman of the Saudi Tourism Authority (STA), His Excellency Ahmed Al-Khateeb, formally opened Saudi Land at World Travel Market (WTM) London 2026. The inauguration was attended by STA CEO Ageel Alshaibani and Rachel Travers, President of RX Global, the organiser of WTM London. The Saudi pavilion brings together 37 tourism partners, highlighting the Kingdom’s growing range of travel experiences while strengthening business relationships with international tourism stakeholders.

Throughout the three-day exhibition, the Saudi delegation will connect with global tour operators, airlines and travel distribution companies to promote the Kingdom’s latest tourism developments. Visitors will be introduced to new attractions, hospitality offerings and travel experiences across key destinations, including Riyadh, Jeddah, AlUla, the Red Sea and AMAALA. These engagements aim to expand international tourism partnerships, stimulate visitor interest and support travel bookings for the approaching winter season and future holiday periods.

His Excellency Ahmed Al-Khateeb, Saudi Minister of Tourism and Chairman of the Board of
Directors of the Saudi Tourism Authority, 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.”

Saudi Land placed AMAALA, one of Saudi Arabia’s emerging luxury coastal destinations, in the spotlight on the opening day of the event, highlighting its expanding hospitality landscape to international travel trade partners. Since June, seven luxury resorts, including properties associated with renowned hospitality brands such as Four Seasons, Six Senses, Rosewood and Nammos, have begun welcoming visitors. These additions reinforce AMAALA’s growing appeal as a premium coastal retreat while supporting Saudi Arabia’s wider ambitions to develop world-class luxury tourism experiences.

Beyond luxury hospitality, Saudi Land offers visitors an immersive introduction to the Kingdom’s rich cultural identity. Traditional musical performances, folk dances, Arabic calligraphy demonstrations and interactive activities inspired by different Saudi destinations bring the country’s heritage to life.

Located at stand S9-200 at ExCeL London, Saudi Land will continue welcoming visitors until 5 November. Throughout the event, 37 tourism partners are connecting with international travel buyers, strengthening industry relationships, exploring fresh business opportunities and building partnerships to support the future growth of Saudi Arabia’s tourism sector.

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