Saudi Minister of Tourism and Chairman of the Saudi Tourism Authority, Ahmed bin Aqil Al-Khateeb, opened the “Saudi Land” pavilion at the World Travel Market (WTM) 2026 in London on Tuesday.
The opening was attended by the authority’s CEO, Aqil Al-Shibani, and featured the participation of 37 partners from Saudi Arabia’s tourism ecosystem. The pavilion showcases the Kingdom’s evolving tourism products and offers while strengthening commercial partnerships with the global travel sector.
Over three days, public- and private-sector partners will meet with tour operators, airlines, and international travel service representatives to present new products and experiences across destinations including Riyadh, Jeddah, AlUla, the Red Sea, and AMAALA. They will also explore opportunities to increase demand during this year’s winter season and upcoming tourism programs and seasons.
Growth and 2030 Target
Speaking at the event, Al-Khateeb said: “Resilience is built before it is needed, and Saudi tourism has proven its strong global standing this year. The Kingdom received approximately 61.2 million tourists during the first half of 2026, representing growth of about 1% compared with the same period last year, while tourism spending reached approximately SAR 151.9 billion.”
He reaffirmed the Kingdom’s goal of welcoming 150 million tourists annually by 2030.
Al-Shibani said global travel-sector partners represent a fundamental pillar of Saudi tourism’s growth. At WTM London, the Kingdom is showcasing luxury resorts in the Red Sea destination, desert camps, Riyadh Season, Winter at Tantora in AlUla, Six Flags and Aquarabia in Qiddiya City, and other tourism products that help create new opportunities with partners.
He noted that this diversity is accompanied by expansion in the hospitality sector, with licensed room keys reaching approximately 623,000 in the first half of 2026, including more than 44,000 keys in newly licensed facilities. He expressed confidence in continued cooperation with partners to unlock new growth opportunities and commercial prospects.
AMAALA in Spotlight
On its first day, the Saudi Land pavilion celebrated AMAALA, one of the Kingdom’s newest luxury coastal destinations, presenting its growing hospitality offerings to international travel partners.
Since June, seven resorts have welcomed guests, including Four Seasons, Six Senses, Rosewood, and NAMMOS, reinforcing AMAALA’s position as a distinctive luxury destination and strengthening Saudi Arabia’s place on the global map of premium travel experiences.
Throughout WTM London, the Saudi Land pavilion will present diverse experiences celebrating Saudi cultural heritage, including folk dances, Arabic calligraphy, and interactive experiences inspired by destinations across the Kingdom.
The pavilion will continue welcoming visitors at ExCeL London until November 5.
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