Saudi Arabia launches tourism showcase at World Travel Market London 2026

Saudi Arabia’s delegation arrived at World Travel Market (WTM) London this week, opening a dedicated pavilion to connect 37 local tourism partners with international operators. The initiative aims to drive visitor demand for the upcoming winter season by highlighting major developments, including Riyadh, Jeddah, AlUla, and the Red Sea.

The Saudi Tourism Authority reported 61.2 million tourist arrivals during the first half of 2026, marking a 1% year-on-year increase with expenditures reaching SAR 151.9 billion. Minister of Tourism Ahmed Al-Khateeb emphasized the government's long-term goal of reaching 150 million annual visitors by 2030, noting that international partnerships are essential to managing market fluctuations and sustaining growth.

A central focus of the exhibition is the promotion of the luxury destination AMAALA. The site is currently expanding its hospitality footprint, having opened seven resorts since June, including brands such as Four Seasons and Six Senses. To support the broader influx of travelers, the Saudi government reported a total of 623,000 licensed accommodation units as of mid-2026.

The Saudi presence at WTM London, located at stand S9-200, will continue through November 5. The delegation plans to hold meetings with airlines and travel distributors to finalize commercial agreements ahead of the winter peak.