Saudi Arabia’s Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority (STA), Ahmed Al-Khateeb, has inaugurated the Saudi Land pavilion at World Travel Market (WTM) London 2026, bringing together 37 tourism partners to showcase the Kingdom’s expanding tourism offering and strengthen international industry partnerships.

The pavilion, inaugurated alongside STA CEO Ageel Alshaibani, will host three days of engagement between public and private sector partners and international tour operators, airlines and travel distributors. Discussions will focus on introducing new tourism products and experiences across Riyadh, Jeddah, AlUla, the Red Sea and AMAALA, while generating demand 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."

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 623K licensed room keys in H1 2026, including more than 44K room keys in newly licensed facilities. We are here to create opportunities and grow together."

AMAALA, one of Saudi Arabia’s newest luxury coastal destinations, was among the key attractions showcased on the pavilion’s opening day, highlighting its growing hospitality portfolio to international travel partners.

Since June, seven resorts, including properties operated by Four Seasons, Six Senses, Rosewood and Nammos, have welcomed guests, strengthening AMAALA’s position in Saudi Arabia’s luxury tourism segment.

The pavilion also features cultural experiences celebrating the Kingdom’s heritage, including traditional music and dance, Arabic calligraphy and interactive activities inspired by destinations across the country.

Saudi Land will remain open at ExCeL London until November 5, providing a platform for Saudi tourism partners to develop commercial relationships and promote the Kingdom as an international travel destination. -TradeArabia News Service