Saudi Arabia is strengthening its efforts to attract more Chinese visitors as it prepares to host the inaugural WTM Spotlight Riyadh in September 2026. New research from Dragon Trail International identifies the Kingdom as one of the Middle East and North Africa’s fastest-growing destinations for Chinese outbound travel, reflecting Saudi Arabia’s broader tourism ambitions under Vision 2030.
The findings will help shape discussions at WTM Spotlight Riyadh, which takes place from 8 to 10 September 2026 at the Riyadh Front Exhibition & Conference Center. The event will bring together tourism boards, airlines, hospitality companies, travel technology firms, buyers and other industry leaders to explore opportunities across Saudi Arabia’s expanding tourism sector.
The research appears in Dragon Trail International‘s Chinese Tourism to the Middle East and North Africa 2025 White Paper. It highlights Saudi Arabia’s growing appeal following the Kingdom’s receipt of Approved Destination Status (ADS) from the Chinese government in July 2024. The designation allows Saudi Arabia to officially welcome organised Chinese tour groups and actively promote group travel within China.
Tourism plays a central role in Saudi Arabia’s Vision 2030 strategy, with the Kingdom aiming to attract 150 million annual visitors by the end of the decade. To support that goal, Saudi Arabia has expanded its “China-ready” initiatives by introducing Mandarin-language airport signage, enhancing digital payment options, developing tailored tourism experiences and increasing direct flight connections since 2023.
The white paper also notes that Chinese travellers are increasingly looking for destinations offering authentic cultural experiences, luxury accommodation, family-friendly holidays and seamless digital services. Saudi Arabia has continued investing heavily in tourism infrastructure, heritage attractions and visitor services to meet these evolving expectations.
Danielle Curtis, Regional Portfolio Director, UAE, RX, said: “China represents one of the most influential outbound tourism markets globally, and Saudi Arabia is rapidly establishing itself as a destination of growing importance for Chinese travellers. As the Kingdom continues to invest in connectivity, visitor experiences, hospitality, and cultural infrastructure under Vision 2030, we are seeing increasing alignment between Saudi Arabia’s tourism ambitions and evolving Chinese traveller preferences.
“WTM Spotlight Riyadh provides an important platform for the international travel industry to understand this opportunity better, strengthen partnerships, and explore how destinations, travel providers, and hospitality brands can engage more effectively with both Saudi Arabia’s inbound growth and the wider Chinese outbound market.”
Improved air connectivity is also supporting this growth. According to the organisers, flight capacity between Greater China and Saudi Arabia increased by 91% in 2025 compared with 2024. Airlines including Saudia, China Southern Airlines, China Eastern Airlines, Hainan Airlines and Air China now operate direct services linking Riyadh with Beijing, Shanghai, Shenzhen and Guangzhou, alongside routes connecting Beijing with Dammam and Haikou with Jeddah.
The report also points to strengthening political relations and growing cultural interest between the two countries, creating opportunities for Chinese destinations to attract Saudi travellers while encouraging more Chinese visitors to explore the Kingdom.
Sienna Parulis-Cook, Director of Marketing and Communications at Dragon Trail International, said: “The Middle East and North Africa region is emerging as one of the most exciting growth areas for Chinese outbound tourism, and Saudi Arabia is playing an increasingly important role within that development. Chinese travellers are looking for destinations that offer distinctive cultural experiences, robust hospitality infrastructure, and seamless accessibility, all areas in which Saudi Arabia is investing significantly.
“As a dedicated research partner for WTM Spotlight Riyadh, we look forward to sharing deeper insights into the evolving preferences, behaviours, and expectations of Chinese travellers as the Kingdom continues to expand its global tourism presence.”
Additional market forecasts reinforce this momentum. According to the ATM Travel Trends Report 2025 by Tourism Economics, an Oxford Economics company, leisure spending by Chinese visitors in the Middle East is expected to increase by around 130% between 2024 and 2030.
WTM Spotlight Riyadh is part of the World Travel Market portfolio and has been designed as a focused B2B2C platform connecting Saudi Arabia with the global travel industry. Organisers expect the inaugural event to attract more than 300 exhibitors, over 7,000 regional and international attendees and 150 hosted buyers. The programme will include pre-arranged business meetings, networking sessions, conference discussions and market intelligence supporting Saudi Arabia’s long-term tourism growth.
Photo Credit: Saudi Tourism Authority
