H.E. Ahmed Al-Khateeb, Saudi Minister of Tourism, Inaugurates Saudi Land at WTM London 2026, Reinforcing Saudi's Commitment to Global Travel Trade

During the World Travel Market (WTM) London 2026, Saudi Arabia reaffirmed its rising significance in the international tourism industry through the inauguration of its dedicated exhibition space, Saudi Land. The event, held from November 3 to 5 at ExCeL London, gathered 37 key Saudi tourism stakeholders to engage with global travel buyers, signaling the Kingdom’s expanding footprint in the global tourism market.

The official opening was led by His Excellency Ahmed Al-Khateeb, Saudi Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority (STA). He was joined by Ageel Alshaibani, CEO of STA, and Rachel Travers, President of RX Global, the event organizer. Their collaboration underlined Saudi Arabia’s strategic intent to deepen international commercial ties and present its diversified tourism portfolio.

Saudi Arabia’s showcase at WTM London included a broad spectrum of destinations, reflecting the country’s geographic and cultural variety. Delegates introduced prospective partners to urban hubs such as Riyadh and Jeddah, alongside historically and ecologically significant sites like AlUla and the Red Sea coastline. A particular highlight was AMAALA, the Kingdom’s emerging luxury coastal resort destination developed in collaboration with Red Sea Global, which has recently begun welcoming visitors to high-end properties by renowned international hotel brands.

The Ministry of Tourism underscored the growth trajectory of the sector, noting that in the first half of 2026, Saudi Arabia attracted approximately 61.2 million tourists, marking a modest annual increase despite global travel challenges. Correspondingly, tourism-related expenditure reached around SAR 151.9 billion (about $40.5 billion), reflecting the sector’s increasing economic contribution. The Kingdom is pursuing a robust target of welcoming 150 million tourists annually by 2030, a goal that requires sustained infrastructure development and international cooperation.

STA’s CEO emphasized the importance of the travel trade ecosystem in facilitating Saudi tourism’s growth. The organization’s presentation at WTM London featured a rich calendar of seasonal events designed to attract visitors during winter months, such as the Riyadh Season festival and the Winter at Tantora cultural celebration in AlUla. Additionally, attractions like Six Flags Qiddiya City and Aquarabia water park were showcased, highlighting the Kingdom’s commitment to diversified entertainment and leisure offerings.

Accommodation capacity is being scaled up concurrently; the Kingdom reported having approximately 623,000 licensed rooms by mid-2026, spanning hotels, serviced apartments, and other hospitality facilities. This includes over 44,000 new rooms recently licensed, supporting the anticipated increase in visitor numbers and enhancing the overall travel experience.

Saudi Land at WTM London also offered immersive cultural elements to visitors, featuring traditional Saudi music, dance, and art forms including Arabic calligraphy. These interactive installations aimed to convey the country’s rich heritage alongside its modern tourism developments, fostering a deeper appreciation among international buyers and media.

Overall, the Kingdom’s presence at WTM London 2026 reflects a strategic push to position Saudi Arabia as a prominent and resilient player in the global travel market. By presenting an integrated mix of luxury, culture, adventure, and urban experiences, the Saudi Tourism Authority seeks to strengthen its partnerships and accelerate demand growth, particularly for upcoming seasons.

While the numbers and projects announced project confidence, details regarding specific commercial agreements or new partnerships formed during the event remain limited. Nonetheless, the event underscored Saudi Arabia’s ambition to leverage platforms like WTM London and its global initiative TOURISE to build a sustainable and inclusive tourism industry that supports broader economic diversification objectives.

Saudi Land will remain operational throughout the event duration at stand S9-200, continuing its engagement with international tour operators, airlines, and travel distributors. The outcome of these interactions is anticipated to shape the Kingdom’s tourism trajectory in the near future, helping to realize the vision articulated by its leadership to become a premier global destination.