Saudi Tourism Authority Minister H.E. Ahmed Al-Khateeb officially opened the Saudi Land pavilion at the World Travel Market (WTM) London 2026 on November 3. The inauguration took place at the Saudi Land stand S9-200 within ExCeL London, with Ageel Alshaibani, CEO of the Saudi Tourism Authority, and Rachel Travers, President of RX Global, present. Thirty-seven Saudi tourism partners participated in the pavilion to promote the Kingdom’s diverse travel offerings and enhance partnerships with global travel professionals.
Saudi Tourism Growth in Early 2026
In the first half of 2026, Saudi Arabia recorded approximately 61.2 million tourists, reflecting a year-on-year growth of about 1%. Tourism expenditure reached SAR
151.9 billion (around $40.5 billion) in the same period. The Saudi Ministry of Tourism and the Saudi Tourism Authority attribute this growth to strong sector foundations and ongoing collaboration with international partners.
Showcasing Destinations and New Developments
The Saudi Land pavilion showcased key destinations such as Riyadh, Jeddah, AlUla, the Red Sea region, and AMAALA. AMAALA, a luxury coastal destination, featured prominently with seven resorts opened since June 2026, including developments by Four Seasons, Six Senses, Rosewood, and Nammos. New tourism products and experiences targeting the upcoming winter season and later periods were introduced to international tour operators, airlines, and travel distributors during the three-day
event.
Official Statements and Infrastructure Data
Minister Ahmed Al-Khateeb highlighted the resilience of Saudi tourism, emphasizing the commitment to a long-term strategy aimed at attracting 150 million tourists by 2030. CEO Ageel Alshaibani noted that trade partners remain a priority for Saudi tourism’s growth. Saudi Arabia’s hospitality infrastructure expanded to approximately 623,000 licensed room keys across hotels, apartments, and other accommodations in the first half of 2026, including over 44,000 in newly licensed facilities.
Cultural Engagement and Industry Outreach
Saudi Land incorporated traditional music, dance, Arabic calligraphy, and interactive cultural experiences to highlight the Kingdom’s heritage during WTM London 2026. The pavilion remained open until November 5, enabling 37 Saudi
tourism partners to engage with international buyers, develop new partnerships, and foster commercial opportunities to support Saudi Arabia’s tourism sector expansion.
