Saudi Land Lands in London: A Desert Welcome Worth the Trip

His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority (STA), officially inaugurated Saudi Land at World Travel Market (WTM) London 2026. Ageel Alshaibani, CEO of STA, and Rachel Travers, President of RX Global, joined him.

Moreover, 37 Saudi tourism partners came along to strengthen commercial ties with the global travel trade.

Al-Khateeb shared impressive figures. In the first half of 2026, Saudi welcomed about 61.2 million tourists. Tourism expenditure reached SAR 151.9 billion.

Therefore, the 150 million tourist goal for 2030 feels increasingly within reach.

Alshaibani highlighted Riyadh Season, Winter at Tantora in AlUla, Six Flags Qiddiya City and Aquarabia. Additionally, about 623K licensed room keys now support visitors.

Meanwhile, AMAALA stole the opening day spotlight. Seven resorts, including Four Seasons, Six Senses, Rosewood and Nammos, have welcomed guests since June.

Saudi Land also celebrates heritage through traditional music, dance and Arabic calligraphy. Visitors can enjoy interactive experiences inspired by destinations across Saudi Arabia.

Finally, head to stand S9-200 at ExCeL London before 5 November. Saudi's partners are waiting to build new opportunities with you.

Saudi Unlocked: One Trip, A Thousand Stories

Ever wished one trip could feel like five? Saudi makes that possible. The Saudi Tourism Authority (STA) has partnered with Wego, MENA's largest travel marketplace, to launch a campaign inviting travellers to explore Saudi's many sides in a single journey.

From Riyadh's buzzing streets to Jeddah's historic lanes, every stop tells a different story. Meanwhile, AlUla's ancient landscapes and the Red Sea's shimmering coastline add even more contrast to the mix.

Families can pair culture with entertainment and outdoor fun. Meanwhile, couples can slow down with coastal escapes, dining and wellness. Adventurers, on the other hand, can dive into deserts, mountains and Red Sea waters.

"Saudi brings together culture, nature, entertainment, adventure and leisure within one destination," says Mamoun Hmidan, Chief Business Officer at Wego. Consequently, the campaign makes that breadth easier to discover for every traveller.

Saudi Winter brings festivals and outdoor events to Riyadh, Jeddah, AlUla and beyond. Additionally, Jeddah hosts Gulf Cup 27 this September, giving travellers even more reasons to visit.

Ultimately, Saudi isn't one destination — it's endless ones, waiting.