Ahmed Al-Khateeb inaugurates Saudi Land at WTM London
Saudi Arabia’s Minister of Tourism, Ahmed Al-Khateeb, who also chairs the Board of Directors of the Saudi Tourism Authority (STA), inaugurated the Saudi Land pavilion at World Travel Market London 2026 on 3 November.
The ceremony was attended by Ageel Alshaibani, Chief Executive Officer of the STA, and Rachel Travers, President of RX Global, the exhibition organiser.
British Tourism Minister Stephanie Peacock was also among the dignitaries attending the inauguration.
A total of 37 Saudi tourism partners are participating in this international promotional initiative.
During the three-day exhibition, running until 5 November, the delegation is meeting tour operators, airlines and travel distributors to develop sales opportunities for the kingdom’s destinations.
Riyadh, Jeddah, AlUla, the Red Sea and AMAALA are among the principal destinations being showcased.
The objective is to stimulate bookings for the winter season while strengthening longer-term commercial partnerships.
61.2 million tourists and $40.5 billion in tourism expenditure
The Tourism Minister presented the principal visitor statistics for the first half of 2026.
According to figures released by the Saudi authorities, the kingdom welcomed approximately 61.2 million tourists, representing growth of around 1% year-on-year.
Tourism expenditure reached SAR 151.9 billion, equivalent to approximately US$40.5 billion.
Ahmed Al-Khateeb stated:
“Resilience is built before it is needed, and this year Saudi tourism has demonstrated the strength of its fundamentals. In the first half of 2026, Saudi Arabia welcomed approximately 61.2 million tourists, representing growth of around 1% year-on-year, while tourism expenditure reached nearly SAR 151.9 billion, equivalent to approximately US$40.5 billion.”
The Minister also reiterated the national target of 150 million tourists annually by 2030.
“We recognise the pressures our partners and travellers have faced, and our commitment to supporting them is long-term. No destination builds this kind of resilience alone. We will therefore continue bringing industry stakeholders together, here in London and through TOURISE, the permanent global platform dedicated to the future of tourism.”
The relatively modest increase in visitor numbers during the first half highlights the importance of the commercial strategy being pursued by the kingdom.
However, the announcement does not distinguish between domestic and international tourists, limiting direct comparisons with the performance of other major international destinations.
More than 623,000 licensed accommodation units
Another significant figure concerns the expansion of accommodation capacity.
According to the Saudi Tourism Authority, Saudi Arabia had approximately 623,000 licensed accommodation units in the first half of 2026, encompassing hotels, apartments and other categories of tourist accommodation.
This total includes more than 44,000 units in newly licensed properties.
It is therefore a regulatory measure covering several forms of accommodation, rather than a figure representing only hotel rooms currently in operation.
For Ageel Alshaibani, Chief Executive Officer of the Saudi Tourism Authority, continued investment in hospitality must now be accompanied by stronger commercial distribution opportunities.
“Our distribution partners have played a decisive role in the growth of Saudi tourism, and their success remains our priority. At WTM London, we are showcasing Red Sea stays, desert experiences and a winter calendar featuring Riyadh Season and Winter at Tantora in AlUla, alongside attractions such as Six Flags Qiddiya City and Aquarabia.”
Alshaibani also emphasised the importance of newly licensed accommodation capacity in supporting the diversification of the kingdom’s tourism offering.
For international hotel groups and investors, these figures demonstrate the scale of tourism real estate development undertaken as part of Saudi Arabia’s economic transformation.
AMAALA showcases Saudi luxury tourism alongside Red Sea Global
The coastal destination of AMAALA featured prominently during the inauguration of the Saudi pavilion.
Ahmed Al-Khateeb participated in a presentation of the destination alongside John Pagano, Chief Executive Officer of Red Sea Global, the company responsible for developing several major Saudi tourism projects.
According to the STA’s official announcement, seven resorts are reported to have welcomed guests since June 2026, including properties associated with the Four Seasons, Six Senses, Rosewood and Nammos brands.
The Saudi authorities present this development as another milestone in establishing a luxury tourism offering along the Red Sea coast.
However, the announcement does not provide a complete list of the seven properties or their individual opening dates. Their precise operational status cannot therefore be independently established from this announcement alone.
AMAALA forms part of a strategy to create integrated destinations combining upscale hospitality, wellness, restaurants, leisure activities and cultural experiences.
Red Sea Global’s presence at WTM also demonstrates the importance placed on the international commercialisation of new destinations, beyond the completion of their physical development.
Riyadh seeks to convert its tourism offering into bookings
Saudi Arabia is no longer simply presenting its development projects.
In London, the delegation is seeking to strengthen their distribution through travel industry professionals.
The winter programme represents an important commercial proposition, featuring Riyadh Season, Winter at Tantora in AlUla, Red Sea beach destinations and new attractions at Qiddiya City.
The strategy relies on the complementary development of hotel capacity, air connectivity, events and distribution agreements.
For hotel operators, this shift is crucial: opening new properties does not, in itself, guarantee their financial performance.
Developing international demand and maintaining satisfactory occupancy levels are becoming central priorities.
LTH Analysis | After real estate investment comes the occupancy challenge
Saudi Arabia is entering a phase in which tourism success will need to be measured as much by hotel performance as by the volume of investment undertaken.
With 623,000 licensed accommodation units across all categories, the kingdom has substantial accommodation capacity. However, the reported 1% increase in tourist numbers during the first half of 2026 is a reminder that demand does not necessarily grow at the same pace as supply.
For hotel investors, the decisive indicators will increasingly be occupancy rates, average daily rates, RevPAR and the operating profitability of newly opened properties.
AMAALA provides a particularly relevant illustration of this challenge. Luxury resorts must not only attract high-spending international guests but also establish sufficiently consistent demand to support their operating costs and the investments made.
The mobilisation of 37 partners at WTM London reflects this shift in priorities: having attracted capital and operators, Saudi Arabia must now secure a sustainable flow of guests.
The success of this strategy will depend particularly on air connectivity, international distribution and the ability of emerging destinations to generate repeat business.
At a Glance
Event: Saudi Land inaugurated at WTM London 2026 on 3 November, with 37 Saudi tourism partners.
Leadership: Tourism Minister Ahmed Al-Khateeb, STA CEO Ageel Alshaibani and RX Global President Rachel Travers attended the opening.
Tourism performance: Approximately 61.2 million tourists in H1 2026, up around 1% year-on-year.
Tourism expenditure: SAR 151.9 billion, equivalent to approximately US$40.5 billion.
Accommodation capacity: Approximately 623,000 licensed accommodation units, including more than 44,000 in newly licensed facilities.
Luxury development: AMAALA showcased with Red Sea Global; the STA reports seven resorts welcoming guests since June 2026.
