For decades, Chinese outbound tourism has shaped the fortunes of destinations across the globe. From Paris and Rome to Phuket, Dubai and the Maldives, countries have competed vigorously for a share of what has become the world’s largest outbound travel market.
Now, Saudi Arabia is emerging as one of the sector’s newest success stories.
According to Dragon Trail International’s Chinese Tourism to the Middle East and North Africa 2025 White Paper, the Kingdom has rapidly established itself as one of the fastest-growing destinations for Chinese travellers in the MENA region. But perhaps more importantly, the report reveals why Saudi Arabia is succeeding. Rather than relying on isolated marketing campaigns or increased air services alone, the Kingdom has implemented one of the most comprehensive China-focused tourism strategies seen anywhere in the world.
Building a market from the ground up
Saudi Arabia only opened to international leisure tourism in 2019, yet China was identified from the outset as one of its priority source markets.
Unlike more mature destinations that have spent years adapting existing tourism infrastructure to Chinese visitor expectations, Saudi Arabia has enjoyed a unique advantage. As Dragon Trail notes, the Kingdom has been able to develop much of its international tourism infrastructure while simultaneously incorporating Chinese visitor requirements from the very beginning.
That strategy has extended far beyond traditional destination marketing.
The Saudi Tourism Authority (STA) has invested heavily in Chinese-language digital marketing, travel trade engagement, influencer partnerships and celebrity endorsements. It has organised promotional events in major Chinese cities, developed relationships with tour operators and online travel agencies, and invited some of China’s most influential television productions and personalities to experience the Kingdom first-hand.
Among the most high-profile initiatives was the decision to film the “Silk Road Season” of the hugely popular Chinese television series Divas Hit the Road in AlUla. Chinese music superstar Jay Chou, whose travel programmes have previously influenced destination choices across Asia, also visited Saudi Arabia for two episodes of his own travel series released in 2025. More recently, STA launched its global “Stay for More” campaign featuring football icon Cristiano Ronaldo, using his international profile to encourage audiences to look beyond football and discover the Kingdom’s wider tourism offering.
This combination of Chinese celebrities, international ambassadors and trade engagement demonstrates that Saudi Arabia is not relying on a single promotional message. Instead, it is speaking to different audiences through multiple channels — from digital consumers and luxury travellers to organised tour operators and independent explorers.
The numbers tell the story
The results are already becoming visible.
According to the White Paper, Chinese arrivals reached a record 140,000 visitors in 2023, before increasing by a further 52 per cent to 212,000 in 2024. China is now Saudi Arabia’s second-largest international source market, and the Kingdom has set an ambitious objective of welcoming five million Chinese visitors annually by 2030.
Interest appears to be growing even faster than arrivals.
During Chinese New Year 2025, Saudi Arabia ranked as the world’s second fastest-growing destination for flight bookings on Chinese online travel platform Qunar. The Kingdom also featured among Mafengwo’s fastest-growing destinations during the May Labour Day holiday, while leading Chinese car rental platform Zuzuche reported 200 per cent year-on-year growth in vehicle rentals in Saudi Arabia over the Chinese New Year period. AlUla was simultaneously named one of the world’s fastest-growing “hidden gem” destinations by the same platform.
According to Alhasan Aldabbagh, Head of Asia Pacific Markets at the Saudi Tourism Authority, online searches for Saudi Arabia from China increased by 93 per cent year-on-year, led by travellers in Shanghai and Guangzhou, while flights from Greater China were already operating at almost 84 per cent occupancy during the first half of 2025.
Those figures suggest that awareness is expanding even faster than airline capacity, leaving considerable room for future growth.
Connectivity driving confidence
Improved air connectivity has become another pillar of Saudi Arabia’s China strategy.
The White Paper reports that capacity between Greater China and Saudi Arabia increased by 91 per cent during 2025 compared with the previous year. Today, Saudia, Air China, China Southern Airlines, China Eastern Airlines and Hainan Airlines collectively operate 33 direct flights each week, linking Riyadh, Jeddah and Dammam with Beijing, Shanghai, Guangzhou, Shenzhen and Haikou.
Ease of travel extends beyond aviation.
Chinese visitors can obtain an e-visa in minutes, visa-on-arrival facilities remain available, while passengers transiting with Saudia can benefit from a complimentary 96-hour stopover visa, encouraging travellers to experience the Kingdom even on journeys to other destinations.
For Chinese travellers, convenience is often as influential as destination appeal. Greater connectivity, simplified visa procedures and competitive pricing reduce uncertainty while encouraging tour operators to expand their Saudi programmes.
Becoming truly “China-ready”
Accessibility, however, represents only part of the story.
Saudi Arabia has also worked systematically to create what many in the industry describe as a China-ready destination.
Mandarin-language signage has been introduced at international airports, while familiar payment platforms including UnionPay and Alipay are increasingly accepted across tourism businesses. At the same time, the Kingdom has invested in recruiting and training Mandarin-speaking tour guides, ensuring visitors can engage more deeply with the country’s history and culture.
For a generation of Chinese travellers accustomed to planning, booking and paying digitally, these practical improvements can have a significant influence on destination choice.
More than deserts and skyscrapers
The White Paper also illustrates how perceptions of Saudi Arabia are evolving.
When the Kingdom first opened to tourism, curiosity and exclusivity were major attractions. Visiting Saudi Arabia offered travellers the opportunity to experience a destination that few international tourists had yet discovered.
Today, the appeal has become far more sophisticated.
Dragon Trail’s research indicates that Chinese travellers increasingly associate Saudi Arabia with spectacular landscapes, ancient history, authentic culture and the romantic imagery of the “Arabian Nights”. Rather than viewing the Kingdom solely through the lens of religion or business, visitors are beginning to recognise its archaeological heritage, dramatic desert scenery and diverse visitor experiences.
Among the country’s strongest attractions is AlUla, described by the Saudi Tourism Authority as the highlight of many itineraries. Home to Hegra, Saudi Arabia’s first UNESCO World Heritage Site, the destination combines more than 110 remarkably preserved Nabataean tombs with striking natural landmarks such as Elephant Rock. Meanwhile, Riyadh, Jeddah and the Red Sea continue to attract growing interest through their blend of culture, luxury hospitality and contemporary lifestyle offerings.
Sport broadens the market
One of the report’s most striking observations concerns the growing role of international events.
Saudi Arabia’s expanding calendar—including the Formula 1 Saudi Arabian Grand Prix, the Esports World Cup, AFC Asian Cup, Asian Winter Games, Expo 2030 Riyadh and the FIFA World Cup 2034—is transforming the Kingdom into a year-round destination for event tourism.
The Esports World Cup provides a compelling example.
According to the Saudi Tourism Authority, around 80 per cent of international visitors attending the 2025 tournament came from China. Building on that success, tourism authorities are now developing travel products centred on sporting events, luxury holidays and cultural experiences designed specifically for different segments of the Chinese market.
This diversification is particularly significant. Rather than depending solely on heritage tourism, Saudi Arabia is creating multiple reasons to visit throughout the year, broadening its appeal to younger travellers, families, luxury guests and repeat visitors.
A market with enormous potential
The commercial opportunity remains substantial.
Tourism Economics projects Chinese leisure spending across the Middle East will increase by approximately 130 per cent between 2024 and 2030, making China one of the region’s most strategically important outbound markets over the coming decade.
Danielle Curtis, Regional Portfolio Director – UAE at RX, organiser of WTM Spotlight Riyadh, believes Saudi Arabia is well positioned to benefit from that growth.
“China represents one of the most influential outbound tourism markets globally, and Saudi Arabia is rapidly establishing itself as a destination of growing importance for Chinese travellers. As the Kingdom continues to invest in connectivity, visitor experiences, hospitality and cultural infrastructure under Vision 2030, we are seeing increasing alignment between Saudi Arabia’s tourism ambitions and evolving Chinese traveller preferences.”
Sienna Parulis-Cook, Director of Marketing and Communications at Dragon Trail International, reaches a similar conclusion.
“The Middle East and North Africa region is emerging as one of the most exciting growth areas for Chinese outbound tourism, and Saudi Arabia is playing an increasingly important role within that development. Chinese travellers are looking for destinations that offer distinctive cultural experiences, robust hospitality infrastructure and seamless accessibility — all areas in which Saudi Arabia is investing significantly.”
Looking ahead
Saudi Arabia’s ambition to welcome five million Chinese visitors annually by 2030 remains highly ambitious. Yet the White Paper suggests the foundations are already firmly in place.
The Kingdom has combined improved connectivity with favourable visa policies, invested in Mandarin-language services and Chinese payment systems, embraced Chinese digital platforms, partnered with celebrities and travel influencers, and built a tourism product that blends heritage, luxury, sport and contemporary culture.
Perhaps most importantly, Saudi Arabia has recognised that attracting Chinese visitors requires far more than simply promoting attractions. It demands an understanding of how Chinese travellers research, book and experience destinations.
That long-term strategy now appears to be delivering measurable results.
For the global tourism industry, Saudi Arabia’s experience offers a compelling case study of how a destination can build meaningful market share through sustained investment, careful market intelligence and a willingness to adapt to the needs of one of the world’s most influential traveller segments. It is a strategy that is already reshaping the Kingdom’s tourism landscape—and one that many competing destinations will undoubtedly be watching closely.
…
Read also: Saudi Arabia launches major new tourism campaign in China
…
Image top of page created by AI.
…
