LONDON, 5 November 2026: Saudi Land brings together 37 Saudi tourism partners at WTM London 2026 this week, showcasing new destinations, experiences and opportunities as His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority (STA), officially inaugurated the Saudi Land pavilion at World Travel Market (WTM) London 2026.
Over the three-day event, Saudi’s delegation 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.
Saudi Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority, His Excellency Ahmed Al-Khateeb, said: “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 welcomed about 61.2 million tourists, representing about 1% growth year-on-year, while tourism expenditure reached about SAR 151.9 billion (approximately USD40.5 billion).
“We know the pressures our partners and travellers have faced, and our commitment to them is long-term, as we work towards our ambition of welcoming 150 million tourists by 2030. No destination builds that kind of resilience alone, so we will continue bringing the industry together, here in London and through TOURISE, the global, year-round platform shaping the future of tourism.”
Saudi Land celebrates 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 is located at stand S9-200 at ExCeL London until 5 November, with 37 tourism partners engaging international buyers, developing new partnerships and creating commercial opportunities for the future.
(Source: Saudi Tourism Authority).
