Saudi Arabia is making a dynamic return to the World Travel Market (WTM) London 2024 with a core delegation of 61 key stakeholders, showcasing Saudi Arabia’s exceptional growth in tourism and strengthening trade partnerships with the industry.
His Excellency Ahmed Al-Khateeb, Minister of Tourism and chairman of Saudi Tourism Authority (STA) is leading the Saudi delegation with the participation of Fahd Hamidaddin, the CEO of Saudi Tourism Authority. Leaders from the wider Saudi tourism ecosystem, as well as prominent industry partners including Cruise Saudi, Saudia, Riyadh Air, Red Sea Global, Diriyah Company, the Royal Commission for AlUla, and NEOM, will showcase their latest destinations and innovations.
Cultural and entertainment highlights, including Riyadh Season, MDL Beast, and Qiddiya will also take center stage, showcasing Saudi Arabia’s diverse offerings and investment in tourism innovation. For the first time at World Travel Market, 17 international and local hotel brands will join the Saudi delegation, making this the largest number of hotel partners in the Saudi pavilion.
Saudi Land pavilion launched
Across the three-day event, the Saudi delegation will unveil significant announcements and partnerships that showcase Saudi Arabia’s future-forward approach to tourism. Delegates will also host bilateral meetings and participate in key speaking engagements and networking opportunities, reflecting a tourism sector surpassing records with Saudi welcoming over 100 million tourists seven years ahead of target.
On the first day, Al-Khateeb inaugurated Saudi Arabia’s participation in the World Travel Market 2024 with the ‘Saudi Land’ pavilion. The Visit Saudi pavilion unveiled the Saudi Red Sea Destination, showcasing the latest projects by Red Sea Global, which will complete 16 world-class resorts this year, with a target of 50 resorts by 2030. The pavilion also features interactive experiences that highlight Saudi hospitality, natural diversity, climate, culture, traditional attire, music, and Saudi cuisine.
“Saudi Arabia, the fastest-growing tourist destination globally, seeks to solidify its leadership in world tourism, aligning with the Saudi Vision 2030 goals by highlighting unique destinations, new projects, and significant investment opportunities. Saudi Arabia is the largest global investor in the tourism sector,” Al Khateeb said.
WTM’s Saudi pavilion offerings
The Saudi pavilion at World Travel Market 2024 will offer visitors an immersive journey through the Kingdom’s authentic cultural heritage and diverse landscapes. It will feature traditional music and dancing, Saudi coffee, a mocktail experience, date carts, a Saudi café offering a taste of local cuisine, and demonstrations of traditional Saudi crafts from different regions.
This year, the Saudi pavilion will also feature some new and engaging activations. Guests will experience the country’s unique sun and sea destinations on a virtual jet ski ride through the Saudi Red Sea, and dance to an on-stand collaboration with MDLBEAST.
For sports fans, the pavilion will also feature a thrilling Saudi PRO League activation. Finally, through interactive technology, visitors will be able to discover the country’s winter tourism products across its expansive geography, diverse terrain, and natural wonders.
Growing global interest
Saudi Arabia’s presence at World Travel Market 2024 highlights the growing interest from European and American travelers as a winter sun destination since the launch of ‘Where Winter Lights Up’, the second phase of the cinematic global Saudi tourism campaign ‘This Land is Calling’.
The winter campaign encourages travelers from around the world to embark on a journey of discovery across several destinations including Riyadh, Jeddah, AlUla, and the Red Sea. Saudi Arabia also calls on visitors to immerse themselves in Saudi’s year-round events calendar which includes the Riyadh Season, AlUla Festival and Events, Jeddah Calendar, Diriyah Season, the Dakar Rally, Spanish Football Cup and Italian Football Cup, and Formula 1 Saudi Arabian Grand Prix in Jeddah.
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