Saudi Arabia Concludes WTM 2026 Participation in London
London : Saudi Arabia has concluded its participation in the World Travel Market (WTM) 2026 in London, represented by the “Saudi Land” pavilion. The delegation was led by His Excellency Ahmed bin Aqeel Al-Khateeb, Minister of Tourism and Chairman of the Saudi Tourism Authority (STA), and included STA CEO Aqeel Al-Shaibani.
The pavilion brought together 37 partners from Saudi Arabia’s tourism sector and welcomed international travel and tourism leaders, dignitaries, buyers, and visitors over the three-day event. It showcased the diversity of the Kingdom’s destinations and visitor experiences while creating opportunities to build partnerships and strengthen engagement with international markets.
Serving as a hub for tour operators, airlines, travel distributors, hospitality groups, and tourism representatives, the pavilion hosted numerous meetings and discussions. Several strategic agreements and partnerships were also signed to expand commercial cooperation and strengthen ties with the global travel industry.
The showcase featured destinations and experiences across Riyadh, Jeddah, AlUla, the Red Sea, and Amaala. Particular attention was given to Amaala, highlighting its luxury resorts, hospitality offerings, and distinctive coastal experiences as an addition to Saudi Arabia’s luxury tourism sector.
During the exhibition, bookings opened for Dream of the Desert, a luxury train journey set to launch its inaugural trips in October 2027. Departing from Riyadh, the train will travel through the Kingdom’s northern regions, including Al-Jouf, Hail, and Qassim. The experience will combine luxury hospitality with curated cultural encounters and opportunities to explore the region’s varied landscapes.
Saudi Arabia’s participation highlighted the continued diversification of its tourism sector, spanning luxury hospitality, coastal destinations, cultural and entertainment experiences, seasonal events, and festivals. It also reflected ongoing efforts to deepen collaboration with international travel partners and expand tourism distribution channels to attract visitors from a wider range of global markets.
The Kingdom’s presence at WTM 2026 underscores its commitment to raising its profile on the international tourism stage, building partnerships with travel companies worldwide, and opening new avenues for industry cooperation—supporting the growth of Saudi tourism and strengthening the Kingdom’s position as a global destination.
