Saudi Minister of Tourism and Chairman of the Saudi Tourism Authority, Ahmed bin Aqil Al-Khateeb, inaugurated the “Saudi Land” pavilion at the World Travel Market (WTM) 2026 in London on Tuesday.
The ceremony was attended by the authority’s CEO, Aqil Al-Shibani, and brought together 37 partners from Saudi Arabia’s tourism ecosystem. The pavilion highlights the Kingdom’s expanding range of tourism products and offerings while deepening commercial ties with the global travel industry.
Over three days, partners from the public and private sectors will engage with tour operators, airlines, and international travel service providers to showcase new products and experiences across destinations including Riyadh, Jeddah, AlUla, the Red Sea, and AMAALA. They will also explore ways to strengthen demand during this year’s winter season and future tourism programs and seasons.
Tourism Growth and 2030 Ambition
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 reiterated the Kingdom’s target of welcoming 150 million tourists annually by 2030.
Al-Shibani described global travel-sector partners as a cornerstone of Saudi tourism’s growth. At WTM London, the Kingdom is presenting 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 create new opportunities for collaboration.
He added that this expanding portfolio is supported by growth 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 that continued cooperation with partners will open new avenues for growth and commercial opportunity.
AMAALA Takes Center Stage
On its opening day, the Saudi Land pavilion spotlighted AMAALA, one of the Kingdom’s newest luxury coastal destinations, presenting its expanding hospitality portfolio to international travel partners.
Since June, seven resorts have begun welcoming guests, including Four Seasons, Six Senses, Rosewood, and NAMMOS. The developments reinforce AMAALA’s position as a distinctive luxury destination and strengthen Saudi Arabia’s presence on the global map of premium travel experiences.
Throughout WTM London, the pavilion will offer a range of experiences celebrating Saudi cultural heritage, including folk dances, Arabic calligraphy, and interactive installations inspired by destinations across the Kingdom.
The Saudi Land pavilion will remain open to visitors at ExCeL London until November 5.
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