LONDON – November 03, 2026 -- Saudi Arabia welcomed about 61.2 million tourists in the first half of 2026, up about 1% year-on-year, with tourism expenditure reaching about SAR 151.9 billion (approximately $40.5 billion), Tourism Minister Ahmed Al-Khateeb said as he opened Saudi Land at World Travel Market (WTM) London 2026.
Al-Khateeb, who also chairs the Saudi Tourism Authority (STA), opened the pavilion alongside STA CEO Ageel Alshaibani and Rachel Travers, President of RX Global, the organizer of WTM London. The pavilion hosts 37 Saudi tourism partners targeting international tour operators, airlines and travel distributors.
Saudi Arabia keeps its 150 million tourist target for 2030
Al-Khateeb reaffirmed the goal of 150 million tourists by 2030. He said "resilience is built before you need it" and acknowledged the pressures partners and travelers have faced. He also pointed to TOURISE, described as a global, year-round platform for the industry, as the channel for continued trade engagement.
Hotel supply reaches 623,000 licensed room keys
Alshaibani said Saudi Arabia had about 623,000 licensed room keys across hotels, apartments and other accommodation in H1 2026. More than 44,000 of them were in newly licensed facilities.
The delegation is selling products across Riyadh, Jeddah, AlUla, the Red Sea and AMAALA, aiming to drive demand for the coming winter season and beyond. The winter calendar features Riyadh Season and Winter at Tantora in AlUla. Attractions include Six Flags Qiddiya City and Aquarabia, alongside Red Sea escapes and desert experiences.
AMAALA opens seven resorts since June
AMAALA, developed in partnership with Red Sea Global, was the highlight of the opening day. Seven resorts have welcomed guests since June, including properties from Four Seasons, Six Senses, Rosewood and Nammos. The STA presents the destination as a growing part of its high-end tourism portfolio.
The pavilion also features traditional music and dance, Arabic calligraphy and interactive experiences inspired by destinations across the country.
Saudi Land is open at stand S9-200 at ExCeL London until 5 November. The 37 partners are using the three-day event to develop new partnerships with international buyers.