AlUla is taking center stage at the Saudi Travel Festival exhibition in Beijing, China, showcasing the region’s cultural, historical, and artistic richness. This event comes as Saudi Arabia and China continue to strengthen their cultural ties, highlighted by a new strategic agreement between the Saudi Ministry of Culture and China’s Ministry of Culture & Tourism.
The exhibition, located in Beijing’s Tian Tan Garden, runs until October 26 and serves as a platform to promote Saudi Arabia’s heritage and tourism destinations to Chinese audiences. The partnership between the two countries emphasises the shared cultural history and long-standing trade relations that have historically linked Arabia and China.
As one of Saudi Arabia’s leading tourist destinations, AlUla has seen a significant rise in international visitors, with a 44% increase in 2023 alone. With growing interest from Chinese tourists, the exhibition provides an opportunity to showcase AlUla’s diverse offerings, from its stunning natural landscapes and ancient archaeological sites to its cultural attractions and world-class art. The exhibit includes impressive photographs and videos of AlUla alongside visuals of Diriyah Gate, another historic site that forms part of Saudi Arabia’s Vision 2030 initiative to preserve and regenerate cultural landmarks.
AlUla and Diriyah are both home to UNESCO World Heritage Sites—Hegra and At-Turaif, respectively—each connecting visitors to the ancient civilizations that shaped Arabia. These cultural treasures highlight Saudi Arabia’s dedication to sustainable heritage regeneration and reflect the Kingdom’s ongoing efforts to attract international travelers, including a growing number of visitors from China.
Building on a successful year for Saudi-Chinese cultural exchange in Beijing
This exhibition follows the remarkable success of the “AlUla, Wonder of Arabia” exhibit at the Forbidden City in Beijing earlier this year. Showcasing AlUla’s unique landscapes along with items from the Royal Commission for AlUla’s (RCU) archaeological collection, the event drew over 221,000 visitors. Due to popular demand, its run was extended by an additional month.
The earlier exhibition also marked the signing of a strategic partnership between the RCU and the Cultural Heritage Administration of China’s Henan province. This partnership aims to preserve cultural heritage while bolstering RCU’s efforts to expand its global network and deepen Saudi-Chinese cultural connections.
Celebrating expanding ties
The latest exhibit at the Saudi Travel Festival aligns with the new agreement to enhance cultural and tourism collaboration between the two nations. It serves not only as a celebration of Saudi Arabia’s heritage but also as an invitation for Chinese travelers to explore the Kingdom.
Dr. Abdulrahman AlSuhaibani, Vice President of Culture – Tourism at the RCU, commented, “Saudi Arabia, AlUla, and China share a long and rich history that spans trade, art, culture, and more. The launch of this new exhibit will further promote ongoing cultural exchange, strengthening existing ties. By featuring AlUla in the Saudi Travel Festival exhibition, we are placing the many wonders, experiences, and attractions of northwest Arabia in the spotlight so that they can be discovered and explored by Chinese guests, as tourists or visiting academics.”
He continued by saying RCU and AlUla were proud to support the new agreement between the Saudi Ministry of Culture and China’s Ministry of Culture & Tourism and to contribute to expanding and evolving the close bonds from which the nations and peoples continue to share and benefit.
A vision for the future
The Saudi Travel Festival exhibition serves as a significant milestone in the broader strategy to promote Saudi Arabia’s cultural and tourism sectors on the international stage, as witnessed by participation in major luxury travel trade events around the world, such as the upcoming ILTM (International Luxury Travel Market) in Cannes, France. SAFE will be present, bringing you up-to-the-minute news on KSA’s key announcements and activities at the show.
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Image – top of page: AlUla at the Saudi Travel Festival Exhibition – Beijing, China. Image Courtesy: Royal Commission for AlUla
