RX to Launch WTM Spotlight in Saudi Arabia in 2026
RX, the organizer of the Arabian Travel Market (ATM), World Travel Market (WTM), and WTM events in Cape Town and São Paulo, has announced the launch of WTM Spotlight in Saudi Arabia. The inaugural event is scheduled to take place from September 29 to October 1, 2026, at the Riyadh Front Exhibition & Convention Centre (RFECC).
WTM Spotlight is a newly established brand within the WTM portfolio, designed to focus on specific markets and create opportunities for both regional and international exhibitors, buyers, and visitors to engage in discussions about inbound and outbound travel. Participants will have the chance to connect with industry leaders and travel professionals while exploring the tourism offerings of Saudi Arabia.
Commenting on the announcement, Vasyl Zhygalo, Managing Director, Middle East and Emerging Markets, RX, said: “WTM Spotlight in Saudi Arabia represents an exciting new chapter for the WTM portfolio. By creating events that delve deeper into a specific market, we offer regional and international stakeholders, as well as travel professionals, an unparalleled opportunity to build essential relationships, gain richer insights, uncover future travel trends and discover innovative new ways to connect the world. Ultimately, these shared experiences and cultural insights lay the foundation for long-lasting, mutually beneficial relationships.
“Saudi Arabia is the perfect location to launch this concept – its tourism sector is one of the most ambitious and fastest-growing in the world, and WTM Spotlight will play a pivotal role in supporting its development as a destination by connecting the world to Saudi, and Saudi to the world.”
“WTM Spotlight in Saudi Arabia will showcase the best elements of our events – curated business connections, authentic cultural experiences, thought-leading content, and direct consumer engagement – all within one of the world’s most dynamic and rapidly developing tourism markets,” added Zhygalo.
“Bringing together global travel leaders, Saudi stakeholders and high-value consumers, the event will not only unlock commercial opportunities but also foster meaningful exchanges that will shape the future of travel both within the Kingdom and across the broader region,” he concluded.
Tourism plays a vital role in the Kingdom’s strategy for economic diversification. The goal is to increase tourism’s contribution to the GDP from 3.8% in 2019 to 10% by 2030. The Ministry of Tourism aims to attract 150 million visitors annually by that year. This ambition is supported by significant infrastructure projects, including NEOM, the Red Sea Project, Qiddiya, Diriyah, and Roshn. Additionally, developments in aviation, such as the establishment of Riyadh Air and the expansion of airport capacity, will further enhance this effort.
The inaugural event will take place over three days in a combined B2B2C format. It will feature more than 450 exhibitors and is expected to attract 6,500 visitors. Additionally, over 150 hosted buyers, with a focus on the Saudi market, will be in attendance, creating opportunities for commercial engagement.
The program will also feature a conference with regional and global speakers discussing tourism development in Saudi Arabia and the wider GCC region. Topics will include connectivity, mega projects, innovation, and shifting consumer preferences. Exhibitors and buyers will benefit from RX’s Smart Event tools, which will support lead generation, networking, and data insights.
WTM Spotlight in Saudi Arabia will enhance the broader WTM portfolio by specifically targeting the Saudi market, fostering regional collaboration, and connecting the Kingdom’s inbound and outbound tourism opportunities with destinations across the GCC and beyond.
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