New figures tabled at the Arabian Travel Market indicate a massive increase in Chinese travellers visiting the Middle East in the first past of 2024. Capitalising on China’s projected tourism growth was a key topic at the Market Insights Summit. The summit, which took place on the Global Stage at the Middle East’s leading travel and tourism exhibition, explored the potential of the developing markets such as China.
Research from Huawei’s Petal Ads platform reveal that the number of Chinese tourists visiting the region increased by 54% between Q1 2023 and Q1 2024. Saudi Arabia, the UAE, and Egypt have emerged as the top destinations for these travellers. With collective spending reaching US $265 billion globally in 2023, the Chinese market offers immense opportunities, particularly in cultural experiences and unique scenery.
Sukhpreet Singh Ghataura, Director of Ecosystem Development at MEAI Huawei, highlighted the growing trend: “In 2023, China accounted for 10% of global travel, with a collective spending of approximately US $265 billion. The primary driver for China’s outbound tourists is the cultural experiences they can enjoy in foreign destinations.”
China represents a crucial market for KSA. The Kingdom’s newly established luxury resorts, diverse cultural heritage, and world-class event infrastructure are set to attract Chinese high-end travellers eager to explore new destinations.
Alhasan Aldabbagh, President-APAC of the Saudi Tourism Authority, explains that Saudi Arabia is deeply committed to the Chinese market with an aspiration to host 5 million Chinese visitors by 2030: “Recognising China’s stature as an economic giant, we identify a significant potential for tourism expansion. Through our continuous efforts and customised strategies, we envision Saudi Arabia evolving as a top choice for Chinese travellers.”
Saudi Arabia has been diligently improving its accessibility and connectivity to cater to Chinese visitors. The official tourism website, VisitSaudi.cn, is now fully compatible in Mandarin, and Riyadh Airport has been updated with Mandarin signage. STA is also investing in training tour guides to speak Mandarin, ensuring a more immersive experience for guests.
Furthermore, KSA is amplifying its engagement with Chinese tourists through its presence on popular social media platforms such as WeChat, Weibo, and Xiao Hong Shu, and has even set up a dedicated hotline at 400-661-2480 to cater to the specific needs of Chinese travellers. To facilitate payments, UnionPay has been incorporated across major tourist destinations.
On the connectivity front, Saudi Arabia has welcomed China into its expedited three-minute e-visa programme, and Chinese tourists flying with Saudia can now enjoy a complimentary hotel stay thanks to the “96-hour Stopover Visa” programme.
New air services
In the past months, Saudia has launched direct flights between Jeddah-Beijing and Riyadh-Beijing. Beginning on the 8th of April, 2024, China Eastern Airlines inaugurated a thrice-weekly direct “Air Silk Road” service, seamlessly connecting Shanghai Pudong Airport (PVG) with Riyadh’s King Khalid International Airport (RUH).
China Southern Airlines for its part has also introduced a new air route connecting Beijing to Riyadh. Since April 2024, this route offers two weekly flights between Beijing Daxing International Airport (PKX) and King Khalid International Airport (RUH). Furthermore, starting in June 2024, two weekly flights will operate between Shenzhen Bao’an International Airport (SZX) and King Khalid International Airport (RUH), utilising the A330-300 aircraft.
According to Lu Pan, Marketing VP at Shanghai Dongfang Newspaper Co., Ltd, Chinese travellers increasingly seek cultural experiences and natural beauty distinct from their homeland. She emphasised the importance of storytelling in promoting destinations: “Tourism boards should prioritise storytelling by effectively communicating the stories about their businesses, destinations, and cultures and showing a genuine interest in their target audience to build trust.”
To this end, KSA has been actively working to cultivate cultural ties between the Kingdom of Saudi Arabia (KSA) and China, with a Memorandum of Understanding (MoU) recently signed that promises to boost cultural tourism from China to the Kingdom. The agreement, signed at the end of March in Beijing by Saudi Minister of Culture Prince Bader bin Abdullah bin Farhan Al-Saud and his Chinese counterpart, Sun Yeli, heralds a new era of cultural exchange and appreciation that is set to attract high-end Chinese travellers keen on immersive cultural experiences. The MoU lays out a comprehensive cooperative framework that includes museums, cultural heritage, performing arts, visual arts, and traditional crafts. For travel advisors catering to a clientele intrigued by rich cultural tapestry, this collaboration opens doors to bespoke travel experiences centered around Saudi Arabia’s burgeoning arts scene and deep-rooted heritage.
Sienna Parulis Cook, Director of Marketing and Communications at Dragon Trail International, pointed to the rising confidence among Chinese travellers: “In 2023, 30% of Chinese travellers said they would not leave China to travel; this figure is now down to 10%.” With 94% of travellers planning multi-destination trips, it’s evident that Chinese tourists are eager to explore the Middle East.
As China’s outbound tourism continues its upward trajectory, Saudi Arabia is poised to become a premier destination for luxury Chinese travellers. With a compelling blend of new world-class resorts, incentive travel experiences, and a rich cultural heritage, the Kingdom offers travel advisors a wealth of opportunities to cater to this market’s discerning tastes.
The Market Insights Summit made it clear that luxury travel advisors should seize the moment to create tailored itineraries, harnessing the allure of Saudi Arabia’s extraordinary landscapes, immersive cultural experiences, and unparalleled luxury offerings to captivate Chinese high-end travellers eager to explore new horizons.
