Saudi Arabia’s Minister of Tourism, Ahmed Al Khateeb, has launched a major tourism campaign in Beijing, kicking off the Saudi Travel Expo at Tiantan Park. Running until 26 October, this event highlights Saudi Arabia’s expanding tourism industry and aims to strengthen ties with China, one of the Kingdom’s most important international markets.
Leading a delegation of key officials and partners from Saudi Arabia’s tourism sector, Al Khateeb expressed the Kingdom’s readiness to welcome Chinese visitors. He underscored how this campaign not only promotes Saudi Arabia as a global tourism destination but also aligns with the Kingdom’s Vision 2030 strategy, which focuses on diversifying the economy.
At the opening, Al Khateeb remarked: Minister Al Khateeb stated: “With this global campaign, we aim to enhance cooperation with China by forming strategic partnerships to grow the tourism sector in both our countries. We are excited to welcome Chinese tourists to experience our vibrant tourism offerings, especially now that the Kingdom has been recognized as a premier destination for travellers from China.”
During the expo, the Saudi delegation held high-level meetings and signed several agreements with leading Chinese companies, aiming to create new opportunities for both countries’ tourism industries.
China’s growing importance to Saudi tourism
China is becoming an increasingly important market for Saudi Arabia’s tourism sector. Fahd Hamidaddin, CEO of the Saudi Tourism Authority (STA), noted the sharp rise in Chinese visitors: “China is a key international market for the Kingdom, and we are thrilled to see the rising interest from Chinese tourists. Between 2023 and 2024, the number of visitors from China has doubled.”
In 2023, Saudi Arabia ramped up its efforts to attract Chinese tourists by easing visa requirements, offering customised travel packages, and participating in Chinese travel fairs. These moves are part of a broader strategy to tap into China’s booming outbound tourism market, which was valued at over $255 billion before the pandemic.
China is the world’s largest source of outbound tourists, with more than 150 million people travelling abroad annually. Saudi Arabia sees enormous potential here, and the impact is already being felt, with visitor numbers from China doubling year-on-year. The Kingdom’s presence at Chinese travel expos and targeted marketing campaigns has helped Saudi Arabia position itself as a unique cultural and travel destination for Chinese tourists.
Promoting Saudi Arabia’s rich culture and attractions
At the Saudi Travel Expo in Beijing, the Kingdom is showcasing some of its most iconic destinations, including Diriyah, AlUla, and Al-Baha. Expo attendees are able to engage with interactive exhibits that highlight Saudi Arabia’s rich culture, as well as take photos at famous landmarks. Visitors can also experience live demonstrations of traditional crafts like Sadu weaving and enjoy performances of Saudi music, immersing themselves in the Kingdom’s vibrant cultural heritage.
In addition, Saudi tourism partners are offering special travel packages to key destinations such as Jeddah, Neom, and the Red Sea. These packages include opportunities to attend exclusive events, such as those held during Riyadh Season, a global entertainment festival that attracts visitors from all over the world.
Tailored experiences for Chinese visitors
To ensure Chinese tourists feel welcome, Saudi Arabia has implemented several initiatives designed to cater to their specific needs. This includes training tour guides to speak Mandarin, integrating Chinese language support into the Tourism Unified Care Centre (930), and developing payment solutions in collaboration with UnionPay, China’s leading payment provider.
These efforts aim to provide a seamless experience for Chinese visitors, from personalised travel assistance to culturally tailored services.
A promising future for Saudi-Chinese tourism cooperation
The Saudi Travel Expo and the broader promotional campaign in China mark the beginning of a new era of cooperation between the two countries. With Saudi Arabia targeting 150 million visitors annually by 2030, China is expected to play a crucial role in helping the Kingdom achieve this ambitious goal. The Kingdom’s unique blend of ancient history, cutting-edge developments like Neom, and luxury resorts along the Red Sea is already appealing to Chinese tourists.
With momentum building from this campaign, Saudi Arabia is carving out a significant place for itself in the global tourism market, particularly among Chinese travellers, who represent one of the world’s most lucrative and influential tourism groups.
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Read also: Saudi Arabia Achieves “Approved Destination Status” in China
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Photo – top of page – courtesy of SPA
