Innovations Await at Saudi's World Travel Market

Saudi's Travel Market Triumph

Saudi is set to make a dynamic return to the World Travel Market (WTM) in London in 2024 with a core delegation of 61 key stakeholders, showcasing Saudi Arabia’s exceptional growth in tourism and strengthening trade partnerships with the industry.

The Saudi delegation will be led by His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of Saudi Tourism Authority (STA), accompanied by Fahd Hamidaddin, the CEO of the Saudi Tourism Authority and leaders from the broader Saudi tourism ecosystem, as well as prominent industry partners. The delegation includes vital entities such as the Ministry of Tourism, the Tourism Development Fund, ASFAR, Cruise Saudi, Saudia, Riyadh Air, Red Sea Global, Diriyah Company, the Royal Commission for AlUla, and visionary projects like NEOM. Cultural and entertainment highlights, including Riyadh Season, MDL Beast, and Qiddiya, will also be represented, showcasing Saudi’s diverse offerings and investment in tourism innovation. For the first time at WTM, 17 international and local hotel brands will join the Saudi delegation, making this the most significant number of hotel partners in the Saudi Pavilion.

Across the three-day event, the Saudi delegation will unveil significant announcements and partnerships that showcase Saudi Arabia’s forward-looking approach to tourism. Delegates will also host bilateral meetings and participate in key speaking engagements and networking opportunities, reflecting a tourism sector surpassing records. Saudi Arabia welcomes over 100 million tourists seven years ahead of target.

On 5 November, visitors are invited to gather at the Saudi Pavilion at 11:30 AM for a special announcement delivered by His Excellency Ahmed Al-Khateeb, where he will reveal a new destination in Saudi Arabia. Ahead of this reveal, Fahd Hamidaddin, CEO and board member of STA will deliver opening remarks at 10:00 AM at the Yellow Theatre to welcome all delegates and visitors to WTM 2024.

The Saudi Pavilion offers an immersive journey through Saudi’s authentic cultural heritage and diverse landscapes, featuring traditional music and dancing, Saudi coffee, a mocktail experience, date carts, a Saudi café offering a taste of local cuisine, plus demonstrations of traditional Saudi crafts from different regions – such as basket weaving and creating vibrant flower crowns. Also, the Saudi Pavilion will feature some new and engaging activations this year. Guests are invited to 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 - the organisers behind the biggest music festival in the Middle East - with DJ Leen an emerging Saudi female DJ playing on the stand. For sports fans, there will be a thrilling Saudi PRO League activation. Finally, through interactive technology, visitors to the stand will discover the country’s winter tourism products across its expansive geography, diverse terrain, and natural wonders.

Saudi Arabia is ready to engage with visitors to the stand and give them an authentic glimpse of the heart of Arabia. The stand has been designed to accommodate trade partners, with a dedicated space for business partners where they will find all of the information they need along with growth opportunities. They can also register as trade partners effortlessly using a QR code. Special kiosks will display Saudi’s advancements in tourism technology, while the Saudi map and activities calendar and a Saudi Expert guide will show trade partners destination insights through VR.  

Saudi Arabia's participation in the World Travel Market (WTM) emphasizes the increasing interest from European and American travellers in the country as a winter sun destination. This interest follows the launch of "Where Winter Lights Up," the second phase of the cinematic global tourism campaign "This Land is Calling." The winter campaign encourages travellers from around the world to explore various destinations, including Riyadh, Jeddah, AlUla, and the Red Sea. Visitors are invited to immerse themselves in Saudi Arabia's year-round events calendar, which includes the Riyadh Season, AlUla Festival and Events, the Jeddah Calendar, Diriyah Season, the Dakar Rally, the Spanish Football Cup, the Italian Football Cup, and the Formula 1 Saudi Arabian Grand Prix in Jeddah.