In brief
Minister Ahmed Al‑Khateeb inaugurated the Saudi Land pavilion at World Travel Market London 2026, drawing 37 Saudi tourism partners to present destinations such as Riyadh, Jeddah, AlUla and the Red Sea. Highlights included the luxury coastal resort AMAALA and new experiences aimed at boosting winter‑season demand. The event reinforced the Kingdom’s tourism growth goals and showcased impressive statistics, from 61.2 million visitors in H1 2026 to 623,000 licensed room keys.
On 3 November, Saudi Tourism Minister Ahmed Al‑Khateeb inaugurated the Saudi Land pavilion at the three‑day World Travel Market London 2026, drawing 37 Saudi tourism partners to showcase the Kingdom’s expanding tourism portfolio.
The pavilion highlighted destinations such as Riyadh, Jeddah, AlUla, the Red Sea and the luxury coastal resort AMAALA, aiming to drive demand for the upcoming winter season and beyond.
Minister Al‑Khateeb stated, “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.”
CEO of the Saudi Tourism Authority Ageel 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 623 k licensed room keys in H1 2026, including more than 44 k room keys in newly licensed facilities. We are here to create opportunities and grow together.”
Saudi Land celebrated AMAALA as a key highlight, with seven resorts—including properties from Four Seasons, Six Senses, Rosewood and Nammos—welcoming guests since June, further strengthening AMAALA’s position as a distinctive luxury destination.
Throughout the event, the pavilion brought the nation’s cultural heritage to life with traditional music and dance, Arabic calligraphy and interactive experiences inspired by Saudi destinations.
