WTM Spotlight Riyadh will highlight Saudi Arabia’s growing appeal among Chinese travellers when it takes place from 8–10 September 2026 at the Riyadh Front Exhibition & Conference Center. Backed by new research from Dragon Trail International, the event will explore opportunities for the travel trade as the Kingdom advances its Vision 2030 tourism ambitions.
The inaugural WTM Spotlight Riyadh will bring together international travel leaders, tourism boards, hospitality providers, airlines, travel technology companies, and buyers to discuss opportunities across Saudi Arabia’s rapidly evolving tourism sector.
Research from Dragon Trail International, the event’s research partner, identifies Saudi Arabia as one of the Middle East and North Africa region’s fastest-emerging destinations for Chinese outbound travellers. The findings are based on the Chinese Tourism to the Middle East and North Africa 2025 White Paper.
According to the report, Saudi Arabia’s Approved Destination Status (ADS), granted by the Chinese government in July 2024, has enabled the Kingdom to officially welcome Chinese tour groups and promote group travel in China. The research also highlights efforts to make Saudi Arabia increasingly “China-ready”, including Mandarin-language airport signage, tailored tourism products, enhanced payment systems, and expanded direct air connectivity.
The report notes that Chinese travellers are increasingly seeking independent travel, immersive cultural experiences, luxury hospitality, family holidays, and digitally connected visitor experiences. It also identifies Saudi Arabia as one of the region’s fastest-growing tourism markets, supported by stronger bilateral relations, infrastructure investment, and destination development.
Danielle Curtis, Regional Portfolio Director – UAE, RX, said China remains one of the world’s most influential outbound tourism markets, while Saudi Arabia is rapidly positioning itself as a destination of growing importance for Chinese travellers. She added that WTM Spotlight Riyadh will provide a platform for the global travel industry to strengthen partnerships and better understand opportunities linked to the Kingdom’s tourism growth.
The event is expected to attract more than 300 exhibitors, over 7,000 regional and international attendees, and 150 hosted buyers. It will feature business meetings, networking sessions, conference programmes, and market insights aligned with Saudi Arabia’s long-term tourism objectives under Vision 2030.
The research also highlights a 91 per cent increase in flights between Greater China and Saudi Arabia in 2025 compared with 2024. Airlines including Saudia, China Southern Airlines, China Eastern Airlines, Hainan Airlines, and Air China now operate direct services linking Riyadh, Jeddah, Dammam, Beijing, Shanghai, Guangzhou, Shenzhen, and Haikou.
According to the ATM Travel Trends Report 2025 by Tourism Economics, leisure spending by Chinese visitors in the Middle East is expected to increase by around 130 per cent between 2024 and 2030.
Sienna Parulis-Cook, Director of Marketing and Communications, Dragon Trail International, said the Middle East and North Africa are emerging as one of the most significant growth regions for Chinese outbound tourism, with Saudi Arabia playing an increasingly important role through continued investment in hospitality, accessibility, and cultural experiences.
Rahul Bhadana is a digital editor at TravTalk Middle East with experience spanning multiple content niches, with a strong focus on travel trade journalism and digital publishing. A graduate of Delhi University, his work covers editorial writing, content strategy and platform-led storytelling, supporting TravTalk’s digital growth and industry engagement. A technology enthusiast, he enjoys films, poetry and exploring new ideas across media and culture.
