Saudi Tourism Minister Launches „Saudi Land” at World Travel Market London

„Saudi Land” Positions the Kingdom as a Global Destination

London, 13 November 2026 – Saudi Arabia’s tourism minister, Ahmed Al‑Khateeb, opened the new „Saudi Land” pavilion at the World Travel Market (WTM) in London on Tuesday. He was joined by Saudi Tourism Authority chief executive Ageel Alshaibani and WTM organizer Rachel Travers. The launch showcased 37 Saudi tour operators and destinations, aiming to boost the kingdom’s inbound travel numbers.

The pavilion’s debut marks a key step in Saudi Arabia’s drive to diversify its economy through tourism. Al‑Khateeb highlighted the country’s recent reforms, new visa policies and massive investment in hospitality infrastructure. By presenting a unified brand, Saudi officials hope to attract European and North American travelers seeking cultural, adventure and luxury experiences. The event also provided a platform for local operators to meet international buyers and forge partnerships.

„Saudi Land is more than a booth; it’s a statement of intent,” Al‑Khateeb told the assembled press. He noted that the pavilion features interactive maps, virtual reality tours of historic sites and live performances of traditional music. Alshaibani added that the 37 participating companies represent a cross‑section of the industry, from desert‑camp operators to luxury hotel chains. The Saudi Tourism Authority has allocated $2 billion to support these firms in marketing abroad and upgrading facilities at key sites such as Al‑Ula, the Red Sea coast and the Asir mountains.

Will the „Saudi Land” Initiative Translate Into More Visitors?

The launch coincided with the release of the latest Saudi tourism statistics, which show a 28 % rise in international arrivals in the first half of 2026. Officials attribute the growth to relaxed visa rules, expanded flight connections and aggressive digital campaigns. Rachel Travers praised the pavilion’s design, saying it „captures the kingdom’s blend of ancient heritage and modern ambition.”

Industry analysts remain cautiously optimistic. Some point to the kingdom’s ambitious target of 100 million annual tourists by 2030, a figure that would require sustained marketing and infrastructure upgrades. Others warn that competition from established Mediterranean destinations could slow progress. Nonetheless, the presence of a dedicated pavilion at WTM signals Saudi Arabia’s commitment to meeting global standards and expectations.

The launch is expected to generate new tour packages and increase bookings for the upcoming high‑season months. Saudi officials plan to track the pavilion’s impact through lead generation metrics and post‑event surveys. If successful, „Saudi Land” could become a permanent fixture at future travel fairs, reinforcing the kingdom’s brand on the world stage.

Frequently Asked Questions

What is „Saudi Land”? It is a curated showcase of Saudi Arabia’s tourism assets, featuring 37 local operators, immersive experiences and promotional materials aimed at international buyers.

How does the pavilion support Saudi tour operators? Participants receive exposure to global travel agents, access to marketing funds, and opportunities to partner with foreign distributors to create joint travel products.

When will the new tourism initiatives take effect? Many of the announced projects, including new hotel openings and upgraded transport links, are slated for rollout throughout 2027, aligning with the kingdom’s Vision 2030 timeline.