Saudi tourism minister opens 'Saudi Land' pavilion at WTM London 2026

Tourism Minister and Chairman of the Saudi Tourism Authority Ahmed Al-Khateeb today inaugurated the 'Saudi Land' pavilion at the World Travel Market (WTM) 2026 in London. The event was attended by the Authority’s CEO Aqil Al-Shaibani and featured the participation of 37 partners from the Saudi tourism sector, aiming to showcase the Kingdom’s evolving tourism products and offerings, and to strengthen commercial partnerships with the global travel industry.

Over the course of three days, public and private sector partners will meet with tour operators, airlines, and international travel service representatives to present new products and experiences across several destinations, including Riyadh, Jeddah, AlUla, the Red Sea, and AMAALA. Discussions will also focus on opportunities to boost demand during this year’s winter season and upcoming tourism programs and seasons.

On this occasion, Al-Khateeb said, "Resilience is built before it is needed, and Saudi tourism has proven its strong global standing this year. The Kingdom welcomed around 61.2 million tourists in the first half of 2026, marking a growth of about 1% compared to the same period last year, with tourism spending reaching SAR 151.9 billion." He reaffirmed the goal of attracting 150 million tourists annually by 2030.

For his part, Al-Shaibani emphasized that global travel sector partners are a cornerstone of Saudi tourism growth. At WTM London, luxury resorts in the Red Sea destination, desert camps, Riyadh Season, Winter at Tantora in AlUla, as well as Six Flags and Aquarabia in Qiddiya, and other tourism products are being showcased, all contributing to creating new opportunities with partners.

He noted that this diversity is matched by expansion in the hospitality sector, with the number of licensed room keys reaching about 623,000 in the first half of 2026, including more than 44,000 in newly licensed establishments. He expressed hope for continued collaboration with partners to unlock further growth and business opportunities.

On its opening day, the 'Saudi Land' pavilion celebrated AMAALA, one of the Kingdom’s newest luxury coastal destinations, highlighting its expanding hospitality offerings to international travel partners.

Since June, seven resorts have welcomed guests, including Four Seasons, Six Senses, Rosewood, and Nammos, further establishing AMAALA as a premier luxury destination and reinforcing the Kingdom’s position on the global luxury tourism map.

Throughout WTM, the 'Saudi Land' pavilion offers a variety of experiences celebrating Saudi cultural heritage, including traditional dances, Arabic calligraphy, and interactive activities inspired by different Saudi destinations. The pavilion will continue to welcome visitors at ExCeL London until November 5.