The Saudi Tourism Authority has concluded three successful days at the World Travel Market London (WTM) 2024, following a year of unprecedented growth. During WTM Saudi further cemented its position as the fastest-growing tourism destination in the G20 after jumping 15 places in the UN Tourism destination ranking for international receipts - the largest upward movement in the Top 50.

Led by His Excellency Ahmed Al-Khateeb, Minister of Tourism, and joined by Fahd Hamidaddin, CEO of the Saudi Tourism Authority (STA), the Saudi Pavilion hosted 61 partners across Saudi’s tourism ecosystem, spanning its diverse regions and offerings, including destination managers, tour operators, hotels, entertainment companies, airlines, and cruise companies.

STA harnessed rising interest from the global travel trade, signing numerous strategic partnerships with world-leading travel organizations. These partnerships are set to boost Saudi’s tourism sector, propelling it towards unprecedented sustainable growth and further solidifying the Saudi’s place as a leading global tourism destination. More than 11 Saudi tourism MoU signings were held in the Saudi Pavilion, including pivotal partnerships with Expedia, Trip Advisor, eDreams, Wego, TBO and Dida Travel to strengthen Saudi’s presence across major global markets and support Saudi to become a prime travel destination.

His Excellency Ahmed Al-Khateeb also hosted a Saudi Tourism Reception on the sidelines of WTM at the Saatchi Gallery, inviting partners from the global travel and tourism sector to collaborate on Saudi’s new super destination - the Saudi Red Sea. The 1,800km undiscovered coastal marvel, home to stunning coral reefs, pristine turquoise waters, and one of the richest biomarine diversities in the world, is set to be a unique and sustainable destination in the Heart of Arabia. At the reception, His Excellency also reinforced the power of tourism as a force for good and invited guests to experience the upcoming Winter Season in Saudi - Where Winter Lights Up.

Remarking on Saudi’s captivating presence at this year’s WTM London, the Minister of Tourism and Chairman of Saudi Tourism Authority, His Excellency Ahmed Al-Khateeb, said: “Aligned with Vision 2030, the Saudi Pavilion at WTM London 2024 highlighted the significant growth and transformative progress of Saudi’s tourism sector.  This year, we were thrilled to unveil the Saudi Red Sea, an extraordinary 1,800 km coastal marvel that underscores our commitment to sustainable development, showcasing Saudi’s diverse, year-round, beauty and rich heritage.”

Commenting on WTM, Fahd Hamidaddin, CEO and Member of the Board at Saudi Tourism Authority, said: “Saudi’s presence at WTM London was our most successful and energetic yet. The unforgettable Saudi Pavilion showcased the diverse range of destinations and offerings that are transforming the Saudi tourism sector, including our new super destination, the Saudi Red Sea. Following a record-breaking year in tourism, Saudi’s air connectivity has grown twice as much as the rest of the world, with a 27% increase from Europe and the Americas since 2023. Thousands of WTM visitors experienced the warmth of our Saudi hospitality, and we strengthened our global strategic partnerships with the signing of 11 MoUs, elevating the Heart of Arabia to even greater heights.”

On the final day Alhasan Aldabbagh, President of Asia Pacific at STA participated in a panel discussion with industry leaders on ‘Understanding the power of Chinese travelers: Trends to capitalize on and pitfalls to avoid’. Reflecting on the growing appeal of Saudi to Chinese travelers, he spoke about how Saudi has focused on the Chinese market within its broader tourism strategy, in line with Saudi Vision 2030, which aims to diversify the economy and transform Saudi into a global tourism hub. During the panel, Aldabbagh underscored how China is a core strategic market, with Saudi aiming to attract five million Chinese tourists by 2030. He detailed how Saudi’s enhanced technology infrastructure is ensuring a seamless experience for Chinese tourists from start to finish. Aldabbagh also emphasized the importance of cultural experiences for Chinese tourists, noting how Saudi’s abundance of activities and events are drawing more and more travelers from China every year.

The Saudi Pavilion was a must-visit experience for WTM attendees, who were offered a glimpse into Saudi’s Winter Season tourism offerings and unique cultural heritage. Visitors were able to engage with a BETA version of SARA, an AI-powered digital human that interacts with users to create personalized travel experiences. WTM visitors were also able to explore the Saudi Red Sea through virtual jet ski rides and interactive maps, enjoy performances by traditional Saudi musicians and dancers, and workshops in crafts like flower crown making – further immersing themselves in the country’s vibrant culture. Renowned MDLBEAST DJ Leen, a popular female DJ who fuses traditional Saudi sounds with contemporary music, performed live while a mocktail experience offered guests a selection of refreshing beverages, showcasing Saudi’s blend of modernity and tradition.

The event reaffirmed Saudi’s strong focus on the European and American markets – in the first half of 2024, the country welcomed 1.3 million visitors from Europe and Americas, a 37% increase from the same period last year.  Saudi’s air connectivity is growing twice as much as the rest of the world, with a 27% increase from Europe and the Americas since 2023 and 60 flights a week from the UK to Saudi. This is indicative of the rapid growth of Saudi’s tourism sector, which continues to make strides towards its ambitious goals.

As Saudi’s participation in WTM 2024 concludes, the country remains committed to collaborating with valued partners to boost tourism growth, while prioritizing technological innovation and sustainability initiatives.