The Saudi Tourism Authority opened the "Saudi Land" pavilion as part of its participation in World Travel Market "WTM 2025" in the British capital, London, held from November 4 to 6, with the participation of 71 entities from the Saudi tourism ecosystem from the public and private sectors.
The authority affirmed that its participation aims to broaden horizons for international cooperation and strengthen strategic partnerships that help accelerate the growth of the Saudi tourism sector and cement the Kingdom's position as a global destination for sustainable tourism, according to a post on the authority's LinkedIn account.
Abdullah Al-Haqbani, Chief Partnerships and Regulatory Affairs Officer at the Saudi Tourism Authority, explained that the authority represents the Kingdom through the "Saudi Land" pavilion at World Travel Market in partnership with the public and private sectors, "where we showcase the investment opportunities and tourism potential the Kingdom abounds with, cementing its position among the most prominent tourist destinations around the world."
He added that this year's participation is an extension of the success of the exceptional events the Kingdom witnessed in 2024, noting that the current events calendar includes more than a thousand events across multiple destinations, from Riyadh, AlUla and the Red Sea to Jeddah, strengthening the Kingdom's presence in international markets.
Al-Haqbani stated that the international promotional campaign for Saudi tourism includes the authority's participation in major global exhibitions and the organization of introductory events in target markets, along with the signing of new cooperation agreements with airlines and tour operators to expand air connectivity and increase tourist flows to the Kingdom.
The "Saudi Land" pavilion also features presentations introducing the Kingdom's diverse destinations, from AlUla with its ancient history, to Riyadh with its modern character, and the Red Sea's tourism and cultural offering, as well as showcasing major events such as Riyadh Season, the Red Sea International Film Festival, the Spanish Super Cup and WWE global shows.
The authority affirmed that this year is an exceptional one for Saudi tourism, which has surpassed record figures, having received more than 100 million domestic and international visits in 2024, with momentum continuing in 2025 thanks to the expansion of tourism infrastructure and the acceleration of development and investment programs, in line with the goals of Saudi Vision 2030 to make the Kingdom one of the fastest-growing tourist destinations in the world.
To view the post on the Saudi Tourism Authority's LinkedIn account, click here.
