WTM Spotlight Riyadh research partner highlights rapid rise of Chinese visitors to Saudi Arabia

Saudi Arabia is rapidly strengthening its position as a leading destination for Chinese travellers, as new research from Dragon Trail International, a research partner of WTM Spotlight Riyadh, highlights the Kingdom’s growing appeal among one of the world’s most influential outbound tourism markets.

Saudi Arabia’s Rise with Chinese Travellers
- Approved Destination Status (ADS) granted in July 2024 → allows official Chinese group travel.
- Vision 2030 target: 150 million annual visitors by 2030, with tourism as a major GDP driver.
- China-ready measures: Mandarin signage, tailored tourism products, expanded payment systems, and direct flight growth since 2023.

Connectivity
- 91% increase in flights between Greater China and Saudi Arabia in 2025 vs 2024.
- Carriers: Saudia, China Southern, China Eastern, Hainan Airlines, Air China.
- Routes include Riyadh–Beijing, Shenzhen, Shanghai, Guangzhou; Beijing–Dammam; Haikou–Jeddah.

Traveller Preferences
- Rising demand for independent travel, immersive cultural experiences, luxury stays, family travel, and digital connectivity.
- Chinese visitors seek authenticity, accessibility, safety, and premium service standards—areas where Saudi Arabia is investing heavily.

WTM Spotlight Riyadh (8–10 Sept 2026)
- Venue: Riyadh Front Exhibition & Conference Center.
- Expected: 300+ exhibitors, 7,000+ attendees, 150 hosted buyers.
- Focus: Connecting Saudi Arabia’s tourism ecosystem with global travel leaders, airlines, hospitality, and tech providers.

Outlook
- Leisure spend by Chinese visitors in the Middle East projected to rise 130% from 2024 to 2030 (ATM Travel Trends Report).
- Strong bilateral relations and cultural curiosity are driving both inbound Chinese travel to Saudi Arabia and outbound Saudi travel to China.

This positions Saudi Arabia as one of the fastest-emerging destinations in the MENA region for Chinese outbound tourism, with infrastructure and policy aligning closely to traveler expectations.