The Saudi Land pavilion was officially inaugurated at the World Travel Market (WTM) London 2026 event held from November 3 to 5 at ExCeL London. The opening ceremony was led by H.E. Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Saudi Tourism Authority (STA), with attendance from Ageel Alshaibani, CEO of STA, and Rachel Travers, President of RX Global, the event organizer. The pavilion brought together 37 Saudi tourism partners to promote the kingdom’s expanding tourism offerings and to strengthen global commercial partnerships.
Saudi Tourism Performance and Growth Targets
Saudi Arabia reported welcoming approximately 61.2 million tourists during the first half of 2026, marking a
1% year-on-year increase. Tourism expenditure in this period reached about SAR 151.9 billion, equivalent to nearly $40.5 billion USD. The kingdom plans to sustain this growth trajectory, aiming to attract 150 million tourists by 2030. The Saudi Tourism Authority outlined this ambition during the event as part of a long-term commitment to partners and travelers within the global travel industry.
Saudi Tourism Authority Engagement at WTM London
The Saudi Tourism Authority led the Saudi Land pavilion’s participation at stand S9-200 within the ExCeL London venue. The 37 Saudi tourism partners present represented a wide range of destinations including Riyadh, Jeddah, AlUla, the Red Sea, and AMAALA. The
Saudi delegation actively engaged with international tour operators, airlines, and travel distributors to introduce new tourism products and experiences, particularly oriented toward driving demand for the winter season and future travel periods.
Highlights of Saudi Land Pavilion Offerings
The pavilion featured AMAALA as a central luxury destination, highlighting its recent hospitality expansion with seven resorts opened since June 2026. These resorts include properties operated by Four Seasons, Six Senses, Rosewood, and Nammos, reinforcing AMAALA’s status in Saudi Arabia’s luxury tourism portfolio. Saudi Land also showcased cultural elements such as traditional music, dance, Arabic calligraphy, and interactive installations to reflect the kingdom’s heritage and diverse tourism experiences.
Official Statements and Strategic Priorities
Officials emphasized the critical role of trade partners in Saudi tourism’s growth and the ongoing investment in hospitality infrastructure. The kingdom reported a total of about 623,000 licensed room keys available across hotels, apartments, and other accommodations by mid-2026, including over 44,000 new room keys added in recently licensed facilities. The pavilion also promoted seasonal offerings like Riyadh Season and Winter at Tantora in AlUla, as well as key attractions such as Six Flags Qiddiya City and Aquarabia. The Saudi Tourism Authority described these efforts as integral to creating commercial opportunities and fostering partnership growth.
