Saudi made a dynamic return to World Travel Market (WTM) London 2024, bringing together a core delegation of 61 key stakeholders to showcase Saudi Arabia’s remarkable tourism growth and strengthen trade partnerships within the industry.
And for the first time, 17 international and local hotel brands joined the Saudi delegation at WTM, marking the largest-ever gathering of hotel partners in the Saudi Pavilion.
The Saudi delegation was led by His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Saudi Tourism Authority (STA), along with Fahd Hamidaddin, CEO of STA, and leaders from across the Saudi tourism ecosystem. The delegation included the Ministry of Tourism, the Tourism Development Fund, ASFAR, Cruise Saudi, Saudia, Riyadh Air, Red Sea Global, Diriyah Company, the Royal Commission for AlUla, and visionary projects like NEOM. Cultural and entertainment highlights, such as Riyadh Season, MDL Beast, and Qiddiya, were also represented, showcasing Saudi’s diverse tourism offerings and investments in innovation.
During the three-day event, the Saudi delegation announced significant new partnerships and developments that highlighted Saudi’s forward-thinking approach to tourism. Delegates engaged in bilateral meetings and took part in key speaking sessions and networking opportunities, reflecting Saudi’s record-breaking tourism sector, which welcomed over 100 million tourists seven years ahead of target.
Saudi Pavilion @ WTM “an immersive journey”
The Saudi Pavilion offered an immersive journey through Saudi’s rich cultural heritage and diverse landscapes, featuring traditional music, dancing, Saudi coffee, mocktail tastings, date carts, a Saudi café with local cuisine, and live demonstrations of traditional crafts, such as basket weaving and vibrant flower crown-making. New activations included a virtual jet ski ride through the Saudi Red Sea, an on-stand MDLBEAST collaboration with emerging Saudi DJ Leen, and a thrilling Saudi PRO League activation for sports fans. Additionally, interactive technology allowed visitors to explore Saudi’s winter tourism offerings across its vast geography, diverse terrain, and natural wonders.
Saudi engaged WTM visitors with a true glimpse of the “Heart of Arabia.” The stand featured dedicated spaces for trade partners, complete with information and growth opportunities. A QR code allowed partners to register seamlessly, while special kiosks highlighted Saudi’s advancements in tourism technology. Through VR, trade partners were able to explore Saudi destinations and insights with a comprehensive Saudi map, events calendar, and an interactive guide.
Saudi’s presence at WTM underscored the growing interest from European and American travellers in Saudi as a winter sun destination following the launch of “Where Winter Lights Up,” the second phase of the global Saudi tourism campaign, “This Land is Calling.”
The campaign encouraged travellers worldwide to explore key destinations, including Riyadh, Jeddah, AlUla, and the Red Sea, and to immerse themselves in Saudi’s year-round events like Riyadh Season, the AlUla Festival, Jeddah Calendar, Diriyah Season, Dakar Rally, Spanish and Italian Football Cups, and the Formula 1 Saudi Arabian Grand Prix in Jeddah.
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