Saudi Arabia opened a 37-partner pavilion at WTM London on November 3 to sell its winter season to the trade, the Saudi Tourism Authority (STA) said.
Arrivals grew about 1% year on year to about 61.2mn tourists in the first half of 2026, with spending of about SAR151.9bn ($40.5bn). The kingdom targets 150mn tourists by 2030.
Tourism Minister Ahmed Al-Khateeb, who chairs the STA board, opened Saudi Land with STA CEO Ageel Alshaibani. The delegation will meet tour operators, airlines and travel distributors over the three-day show.
“Resilience is built before you need it, and this year Saudi tourism has demonstrated the strength of its foundations,” Al-Khateeb said. “No destination builds that kind of resilience alone.”
AMAALA led the opening day, with Red Sea Global CEO John Pagano joining the minister on the stand. Seven resorts have welcomed guests at the Red Sea destination since June, including properties from Four Seasons, Six Senses, Rosewood and Nammos.
The winter calendar on offer to buyers includes Riyadh Season and Winter at Tantora in AlUla. Attractions on the pitch include Six Flags Qiddiya City and Aquarabia.
“Our trade partners have been instrumental in Saudi tourism’s growth, and their success remains our priority,” Alshaibani said.
Saudi Land is at stand S9-200 at ExCeL London until November 5.
Licensed accommodation in Saudi Arabia reached about 623,000 room keys in the first half of 2026, including more than 44,000 in newly licensed facilities.
