Tourism minister inaugurates Saudi Land pavilion in London

LONDON — Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority (STA) Ahmed Al-Khateeb inaugurated the Saudi Land pavilion at World Travel Market (WTM) London 2026 on Tuesday. Saudi Tourism Authority CEO Ageel Alshaibani also attended the event, which brought together 37 Saudi tourism partners to showcase the country's expanding tourism offering and strengthen commercial partnerships with the global travel trade. Over the three-day event, partners from the public and private sectors will engage international tour operators, airlines, and travel distributors, introducing new products and experiences across destinations including Riyadh, Jeddah, AlUla, the Red Sea, and AMAALA, while creating opportunities to drive demand for the upcoming winter season and beyond. Speaking on the occasion, Al-Khateeb said that resilience is built before you need it, and this year Saudi tourism has demonstrated the strength of its foundations. “In the first half of 2026, Saudi Arabia welcomed about 61.2 million tourists, representing about one percent growth year-on-year, while tourism expenditure reached about SR151.9 billion. We work towards our ambition of welcoming 150 million tourists by 2030," he said. CEO of STA Ageel Alshaibani said: "Our trade partners have been instrumental in Saudi tourism's growth. At WTM London, we are showcasing Red Sea escapes, desert experiences and a winter calendar featuring Riyadh Season and Winter at Tantora in AlUla, alongside attractions such as Six Flags Qiddiya City and Aquarabia. These experiences are backed by continued hospitality investment, with about 623K licensed room keys in H1 2026, including more than 44K room keys in newly licensed facilities. We are here to create opportunities and grow together." Saudi Land celebrated AMAALA, one of Saudi's newest luxury coastal destinations, as a key highlight of its opening day, showcasing the destination's growing hospitality offering to international travel partners. Since June, seven resorts, including properties from Four Seasons, Six Senses, Rosewood and Nammos, have welcomed guests, further strengthening AMAALA's position as a distinctive luxury destination and adding to Saudi's expanding portfolio of high-end tourism experiences. Saudi Land also brings the country's cultural heritage to life throughout the event, with traditional music and dance, Arabic calligraphy and interactive experiences inspired by destinations across Saudi Arabia. Saudi Land will remain open at ExCeL London until November 5.