Saudi Arabia is attracting growing interest from Chinese travellers as the Kingdom accelerates its tourism ambitions under Vision 2030, according to new research released ahead of WTM Spotlight Riyadh.
A report by Dragon Trail International identified Saudi Arabia as one of the Middle East and North Africa’s fastest-growing destinations for Chinese outbound tourism, supported by improved air connectivity, tourism infrastructure and closer bilateral ties.
The findings will be discussed at the inaugural WTM Spotlight Riyadh, which will take place from September 8 to 10 and bring together tourism authorities, airlines, hospitality companies, travel technology firms and international buyers to explore opportunities across Saudi Arabia’s expanding tourism sector.
The report noted that Saudi Arabia’s tourism appeal has grown since receiving Approved Destination Status from China in 2024, allowing the Kingdom to officially promote group travel and welcome organised Chinese tour groups.
As part of its Vision 2030 strategy, Saudi Arabia aims to attract 150 million visitors annually by the end of the decade. To support that target, the Kingdom has introduced a range of measures tailored to Chinese travellers, including Mandarin-language airport signage, expanded payment options, dedicated tourism services and additional direct flights.
Researchers also pointed to rising demand among Chinese tourists for authentic cultural experiences, luxury accommodation, family-friendly destinations and digitally connected travel services, areas where Saudi Arabia has continued to expand its offerings.
The report highlighted a sharp increase in air connectivity between Saudi Arabia and Greater China, with flight capacity rising by 91% in 2025 compared with the previous year. Direct services now connect Riyadh, Jeddah and Dammam with several major Chinese cities.
Industry organisers said WTM Spotlight Riyadh will provide a platform for strengthening partnerships between Saudi Arabia and international tourism stakeholders while showcasing the Kingdom’s growing role as both an inbound and outbound travel market.
According to the report, spending by Chinese leisure travellers in the Middle East is expected to increase by around 130% between 2024 and 2030, presenting new opportunities for Saudi Arabia’s tourism and hospitality sectors.
