Saudi Arabia showcases new luxury destinations and tourism growth at WTM London - Get updated on what's happening in tourism!

Saudi Arabia is stepping up its engagement with international tour operators and travel distributors as it continues to expand its tourism industry. At World Travel Market London 2026, Tourism Minister Ahmed Al-Khateeb inaugurated Saudi Land, a dedicated exhibition space bringing together 37 tourism partners from across the kingdom. The presentation focuses on new destinations, accommodation developments and travel experiences, with particular attention to the upcoming winter season and the country's growing luxury tourism offering.

The Saudi delegation is using the three-day trade event, which runs until November 5, to develop commercial relationships with airlines, tour operators and international distribution partners. Destinations featured include Riyadh, Jeddah, AlUla and the Red Sea coast, alongside AMAALA, one of the kingdom's newest luxury tourism developments. The programme also highlights cultural festivals, desert experiences and major entertainment attractions intended to broaden Saudi Arabia's appeal beyond its established visitor markets.

The presentation comes as Saudi Arabia reports continued growth in tourism spending, despite a relatively modest increase in visitor numbers. According to the Ministry of Tourism, the country recorded approximately 61.2 million tourist arrivals in the first half of 2026, around 1% more than in the corresponding period of 2025. Tourism expenditure reached approximately SAR 151.9 billion, equivalent to around US$40.5 billion. These figures cover Saudi Arabia's overall tourism market, including domestic tourism, rather than international arrivals alone.

AMAALA strengthens the Red Sea luxury offering

One of the main attractions at Saudi Land is AMAALA, the luxury coastal destination being developed by Red Sea Global. The project represents an important element of Saudi Arabia's efforts to establish the Red Sea coast as an international destination for premium leisure travel.

According to the Saudi Tourism Authority, seven resorts have welcomed guests since June 2026, including properties associated with Four Seasons, Six Senses, Rosewood and Nammos. Their addition expands the range of high-end accommodation available along the coast and provides international travel businesses with further opportunities to develop luxury itineraries.

AMAALA forms part of a wider transformation of Saudi Arabia's tourism geography. While Riyadh and Jeddah remain important gateways, new coastal resorts and inland destinations are intended to encourage visitors to explore different parts of the country.

For luxury travel specialists, the development of the Red Sea region offers possibilities for combining resort stays with cultural experiences, desert landscapes and visits to historic destinations such as AlUla.

The growing accommodation supply is also reflected in national figures. Saudi Arabia reported approximately 623,000 licensed accommodation room keys during the first half of 2026, covering hotels, serviced apartments and other lodging categories. More than 44,000 of these were in newly licensed facilities.

The figures underline the scale of investment in the country's hospitality infrastructure, although they do not indicate how much accommodation capacity is currently available specifically to international leisure travellers.

Winter events and new attractions support diversification

Saudi Arabia is also promoting its winter events calendar as a way to attract visitors during a period when temperatures are generally more suitable for outdoor activities.

Among the highlighted programmes are Riyadh Season and Winter at Tantora in AlUla. These events combine entertainment, cultural performances and destination experiences, creating opportunities for visitors to include scheduled activities in their travel plans.

Major leisure developments are another part of the strategy. The Saudi Tourism Authority is presenting attractions including Six Flags Qiddiya City and Aquarabia, which are intended to strengthen the kingdom's appeal to families and visitors interested in large-scale entertainment facilities.

Alongside these projects, desert excursions and cultural heritage experiences remain central to the destination's international positioning.

The combination of established cities, emerging coastal resorts and event-driven tourism gives travel organisers a wider selection of potential itineraries. It also creates opportunities to develop products aimed at different customer segments, from luxury travellers and cultural tourists to families seeking entertainment-focused holidays.

For international distribution partners, however, the commercial potential will depend on reliable transport connections, available accommodation and the ability to combine individual attractions into practical, bookable programmes.

Saudi Arabia maintains its 2030 tourism ambitions

Saudi Arabia continues to pursue its target of reaching 150 million tourists annually by 2030. The figure forms part of the kingdom's broader economic diversification programme, which aims to expand tourism's contribution to employment, investment and national income.

At WTM London, Tourism Minister Ahmed Al-Khateeb emphasised the importance of long-term cooperation with international industry partners.

“Resilience is built before you need it, and this year Saudi tourism has demonstrated the strength of its foundations,” he said.

The minister also referred to TOURISE, Saudi Arabia's international tourism platform, as part of the country's efforts to maintain dialogue and cooperation across the industry.

Saudi Tourism Authority CEO Ageel Alshaibani highlighted the role of travel trade partners in the destination's development. The authority is seeking to support their business through new accommodation capacity, a broader range of visitor experiences and continued investment in tourism infrastructure.

The WTM presentation reflects a shift from promoting Saudi Arabia primarily as an emerging destination towards presenting an increasingly diversified tourism portfolio. New luxury resorts, cultural events and entertainment attractions are being positioned as complementary elements of a larger travel offering.

For tour operators and travel advisors, the most significant development is the growing number of products that can potentially be combined into multi-stop itineraries. The expansion of AMAALA and other Red Sea destinations is particularly relevant to the luxury segment, while the winter events calendar provides additional reasons to travel beyond conventional city visits.

Saudi Arabia's challenge will be to translate its substantial tourism investment into sustained international demand and commercially viable travel products. The participation of 37 tourism partners at WTM London demonstrates the importance the kingdom places on working with the global travel trade to achieve that objective.

Image Credit: © Saudi Tourism Authority