TravTalk Middle East Online Magazine
Diriyah, a heritage-rich cultural destination of Saudi Arabia, made its debut at ITB China this year, underscoring the Kingdom’s strategic push to diversify its visitor base and attract international travellers from key source markets. Naif Hassan Awlia, Tourism and Engagement Director, Diriyah, highlights the destination’s growing appeal to Asian travellers.
TT Bureau
Naif Hassan Awlia, Tourism and Engagement Director, Diriyah, participating at ITB China 2025, emphasised the importance of China as a vital component of Saudi Arabia’s tourism growth. “As part of Diriyah’s tourism ecosystem, we closely follow the National Tourism Strategy,” Awlia said. “China is one of our priority markets. With the Kingdom targeting 150 million visitors annually by 2030, 5 million of those are expected to come from China — and we aim to be a major contributor toward reaching that figure.”
Awlia stressed that Diriyah’s participation at ITB China was not merely symbolic but part of a carefully calibrated plan to deepen engagement with the Chinese market. “This is not just about visibility — it’s about alignment. We are here to listen, to learn and to fine-tune our offerings so that they resonate deeply with Chinese travellers,” he said.
Awlia revealed that one of the core objectives during the event was to build strong partnerships with leading digital travel platforms, such as Alibaba and Trip.com. “These platforms are not only gateways to millions of potential travellers, but they also provide critical data and insights into consumer behaviour, preferences and expectations,” he explained. “By collaborating with them, we can tailor immersive experiences, offer multi-lingual support, and create seamless digital journeys for Chinese tourists.”
As one of Saudi Arabia’s most significant heritage developments, Diriyah is home to At-Turaif, a UNESCO World Heritage Site and the birthplace of the first Saudi state. The destination is currently undergoing a major transformation that will see it become a global hub for cultural tourism, blending traditional Najdi architecture, heritage attractions, museums, fine dining and luxury hospitality — all designed with sustainability and authenticity at the core. “Diriyah is more than just a destination, it’s a symbol of Saudi Arabia’s rich past and dynamic future,” Awlia said. “We believe Chinese travellers, who value culture, history and meaningful experiences, will find Diriyah a compelling destination that speaks to both their curiosity and comfort.”
Diriyah, with its deep historical roots and visionary development plans, is expected to be a flagship contributor to Saudi Arabia’s Vision 2030 plans.
