Discover Saudi, a prominent destination management company under Almosafer, has entered a partnership with Heavens Portfolio, a leading luxury travel representation agency based in Asia, to introduce Saudi Arabia’s unique tourism offerings to the Chinese high-end travel market. This collaboration aims to capture a growing demand among Chinese travellers for culturally rich, premium experiences by positioning Saudi Arabia as an accessible and attractive destination.
Heavens Portfolio is a leader in representing exclusive travel brands across Asia, including top-tier hotels, wellness retreats, and destination management companies.
Saudi Arabia’s momentum with Chinese travellers
As Saudi Arabia diversifies its tourism landscape, the recently awarded Approved Destination Status (ADS) from China has simplified travel processes for Chinese visitors, strengthening Saudi Arabia’s appeal in one of the world’s largest outbound markets.
Muzzammil Ahussain, CEO of Almosafer, views the partnership as a key step in accessing China’s growing luxury travel segment. “Our partnership with Heavens Portfolio aligns with our larger strategic plan to penetrate further into the expanding Chinese market. The Kingdom today offers a rich and diverse tourism experience for international travellers, with curated services and personalised offers designed for discerning Chinese tourists. By collaborating with like-minded partners, we aim to showcase our deep understanding of the Chinese tourism sector and continue positioning Saudi Arabia as a premium global destination,” Ahussain said.
Discover Saudi’s expertise in organising immersive cultural and natural experiences throughout the Kingdom, coupled with Heavens Portfolio’s deep insights into Asian markets, provides a solid foundation for appealing to affluent Chinese travellers. This audience is known for its preference for exclusive, authentic travel options, and Saudi Arabia’s unique mix of historical and contemporary attractions offers a compelling destination for this market.
The appeal of Saudi Arabia for Chinese high-end travellers
Saudi Arabia’s growing tourism infrastructure is designed to cater to a global audience seeking premium travel experiences. As Chinese travellers increasingly seek out destinations that offer both luxury and cultural depth, Saudi Arabia’s landscape—from its historical cities and UNESCO sites to its desert resorts and thriving urban centres—offers an array of exclusive experiences tailored to high-end preferences.
Christine Galle, Founder and CEO of Heavens Portfolio, said that the collaboration comes at a time when Saudi Arabia is gaining recognition in the luxury tourism market. “We are thrilled to announce our partnership with Discover Saudi at a pivotal moment for the Kingdom as it emerges as a major player in the global tourism landscape. This collaboration represents a remarkable opportunity for both Heavens Portfolio and Discover Saudi to harness the potential of this dynamic market. Together, we aim to showcase the rich cultural heritage and breathtaking experiences that Saudi Arabia has to offer, inviting travelers from China to explore and engage with this remarkable destination.”
Discover Saudi’s collaboration with Heavens Portfolio is intended to strengthen the Kingdom’s profile as a luxury destination, directly supporting local economies by attracting travellers who prioritise quality and spend significantly in the destinations they visit. High-end tourism, as opposed to mass-market segments, typically benefits local communities more deeply by driving demand for luxury accommodations, premium dining, and unique local experiences.
Aligning with Vision 2030’s Tourism Growth Targets
This approach aligns with Saudi Vision 2030’s goal of achieving a sustainable tourism sector. By encouraging partnerships with local tourism operators and businesses, Discover Saudi aims to ensure that high-end Chinese tourists engage in experiences that also bring economic value to the local community.
Saudi Vision 2030 includes ambitious targets to attract five million Chinese tourists by 2030. Discover Saudi’s partnership with Heavens Portfolio reflects a commitment to achieving these goals by opening doors to a broader, high-value audience in China.
As more Chinese travellers look for destinations that combine exclusivity and authenticity, Saudi Arabia’s cultural, historical, and luxury tourism offerings provide an attractive solution.
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