Saudi Arabia Strengthens Global Tourism Ties at WTM London 2026

On November 3, 2026, at the World Travel Market (WTM) in London, His Excellency Ahmed Al-Khateeb, the Saudi Minister of Tourism and chairman of the Saudi Tourism Authority (STA), launched 'Saudi Land,' an initiative designed to highlight the Kingdom's dynamic tourism growth. Alongside Key figures like Ageel Alshaibani, CEO of the STA, and Rachel Travers, President of RX Global, the event gathered 37 tourism partners from Saudi Arabia to showcase new destinations and experiences tailored for winter travel and beyond.

Saudi Arabia has made significant strides in elevating its tourism sector. With the impressive statistic of welcoming approximately 61.2 million tourists in the first half of 2026 and a tourism expenditure reaching SAR 151.9 billion (about $40.5 billion), the country is not merely recovering but thriving. Minister Al-Khateeb emphasized, “Resilience is built before you need it,” underscoring the robust foundations of the tourism sector in the Kingdom.

Saudi Land at WTM London serves as a pivotal platform for engaging with international travel operators, airlines, and distributors, as well as introducing enticing experiences across notable regions such as Riyadh, Jeddah, AlUla, and the Red Sea. The event aims to drive demand for holiday experiences, capitalizing on the anticipated increase in tourism for the upcoming winter season.

Ageel Alshaibani noted that the partnerships fostered during TWT London are crucial to the ongoing growth of Saudi tourism. Highlighting the Kingdom's unique offerings, Alshaibani pointed to desert experiences, the upcoming Riyadh Season, and the Winter at Tantora festival in AlUla, along with thrilling attractions such as Six Flags Qiddiya City and Aquarabia. There is also a significant focus on hospitality investments, with around 623,000 licensed room keys across various accommodations, including more than 44,000 newly licensed facilities.

One of the standout features of the event was the celebration of AMAALA, a luxurious coastal destination that has quickly become a centerpiece in Saudi Arabia's tourism strategy. Since its inception in June, AMAALA has welcomed guests at seven prestigious resorts, including renowned brands like Four Seasons, Six Senses, and Rosewood. The addition of these luxury offerings underscores Saudi Arabia’s commitment to diversifying its tourism portfolio, particularly in high-end travel.

The atmosphere at Saudi Land also reflected the rich cultural tapestry of Saudi Arabia, incorporating traditional music, dance, and artistic displays, like Arabic calligraphy, all aimed at engaging and educating the international community about the country's heritage. This cultural immersion further illustrates Saudi Arabia's dedication to offering authentic experiences to tourists.

Saudi Land is set to remain open at stand S9-200 at the ExCeL London until November 5, providing further opportunities for international buyers to connect with Saudi tourism partners and explore future commercial avenues. The overarching message is clear: Saudi Arabia is not just a destination; it is an evolving story of culture, luxury, and welcoming spirit, ready to play a significant role in the global travel landscape.