SINGAPORE, 13 November 2025: The Saudi Tourism Authority (STA), known for its global destination brand ‘Saudi, Welcome to Arabia,’ has launched its new international campaign ‘Immerse Your Soul in Arabia’, inviting travellers to rediscover the warmth and spirit of Saudi Arabia through authentic cultural experiences.
The global campaign video, “Immerse Your Soul in Arabia,” follows the travel diary of a young Chinese girl and her family on a heartfelt journey through Saudi Arabia, capturing the country’s authentic blend of heritage and modernity through vivid and emotional storytelling.
The launch of “Immerse Your Soul in Arabia “comes at a time when Chinese travellers’ interest in Saudi Arabia is growing rapidly. According to the Saudi Tourism Authority (STA), around 140,000 Chinese visitors travelled to Saudi Arabia in 2024, marking a historic high.
From a broader market perspective, Saudi Arabia welcomed approximately 116 million visits in 2024, representing a 6% year-over-year increase. This included around 29.7 million international arrivals, an 8% increase from the previous year.
As destinations such as Riyadh, Jeddah, AlUla, and the Saudi Red Sea continue to gain popularity, Chinese travellers are showing growing enthusiasm to explore this vast city. With its rich cultural heritage and diverse natural landscapes, Saudi Arabia is quickly emerging as one of the most sought-after destinations among Chinese tourists.
(Source: Saudi Tourism Authority)
