Saudi Tourism Minister Inaugurates Saudi Land Pavilion in London
Saudi Minister of Tourism Ahmed Al Khateeb formally opened the Saudi Land pavilion at World Travel Market London 2026 to promote regional travel partnerships
On November 4, 2026, Saudi Tourism Minister Ahmed Al-Khateeb inaugurated the Saudi Land Pavilion at the World Travel Market (WTM) in London, alongside STA CEO Ageel Alshaibani and RX Global President Rachel Travers. The Saudi delegation, comprising 37 tourism partners, showcased the country's expanding tourism offerings and aimed to strengthen commercial partnerships with the global travel industry.
The three-day event featured new products and experiences across destinations such as Riyadh, Jeddah, AlUla, the Red Sea, and AMAALA, with a focus on promoting Saudi tourism and driving demand for the upcoming winter season.
In the first half of 2026, Saudi Arabia welcomed approximately 61.2 million tourists, marking a 1% year-on-year growth, and generated tourism expenditure of around SAR 151.9 billion ($40.5 billion). Al-Khateeb emphasized the country's resilience and commitment to long-term growth, aiming to welcome 150 million tourists by 2030. Ageel Alshaibani, CEO of STA, highlighted the importance of trade partners to Saudi tourism's success and introduced attractions like Six Flags Qiddiya City and Aquarabia, alongside luxury destinations like AMAALA.
The pavilion celebrated AMAALA as a highlight, featuring seven luxury resorts that opened since June, contributing to the destination's growing appeal for international travelers. The Saudi Land Pavilion remained open at stand S9-200 at ExCeL London until November 5, engaging international buyers and fostering new partnerships for Saudi Arabia's tourism industry.
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