Chinese Visitor Growth Supports Saudi Arabia Tourism Plans

WTM Spotlight Riyadh Highlights Saudi Arabia’s Appeal to Chinese Travellers

Saudi Arabia is attracting a growing number of Chinese travellers, according to new research from Dragon Trail International, a research partner of WTM Spotlight Riyadh.

The findings, published in the Chinese Tourism to the Middle East and North Africa 2025 White Paper, will be discussed during the inaugural WTM Spotlight Riyadh, taking place from 8 to 10 September 2026 at the Riyadh Front Exhibition & Conference Centre (RFECC).

The event will bring together tourism boards, airlines, hospitality companies, travel technology providers and buyers to discuss opportunities within Saudi Arabia’s tourism sector.

The report identifies Saudi Arabia as one of the region’s fastest-growing destinations for Chinese outbound travellers. Growth has been supported by the Kingdom’s receipt of Approved Destination Status (ADS) from the Chinese government in July 2024, allowing Saudi Arabia to promote organised group travel in China.

As part of Vision 2030, Saudi Arabia aims to welcome 150 million visitors annually by the end of the decade. To support this target, the country has introduced Mandarin-language airport signage, expanded direct flight connections, improved payment options and developed tourism experiences suited to Chinese travellers.

The research also highlights increasing demand among Chinese visitors for independent travel, cultural experiences, family holidays, luxury accommodation and digitally connected travel services. Saudi Arabia continues to expand its tourism infrastructure to meet these changing preferences.

Danielle Curtis, Regional Portfolio Director – UAE at RX, said China remains an important outbound tourism market, and WTM Spotlight Riyadh will provide an opportunity for the travel industry to strengthen partnerships and better understand opportunities within Saudi Arabia and the wider Chinese outbound market.

According to the report, flights 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 major cities in both countries.

Dragon Trail International also noted that stronger connectivity, investment in tourism infrastructure and closer bilateral relations are helping Saudi Arabia attract more Chinese visitors.

In addition, the ATM Travel Trends Report 2025 by Tourism Economics forecasts that leisure spending by Chinese visitors in the Middle East will increase by around 130% between 2024 and 2030.

WTM Spotlight Riyadh forms part of the World Travel Market portfolio and will focus on business meetings, networking sessions and industry discussions supporting Saudi Arabia’s long-term tourism goals under Vision 2030.

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