The Saudi Tourism Authority (STA) concluded an official promotional trade mission across China spanning September 21 to 24, 2026. The mission was designed to attract Chinese tourists and expand commercial partnerships between the two markets.
Led by STA CEO and Board Member Ageel Alshaibani, the Saudi delegation conducted bilateral meetings with executive representatives from Chinese tourism agencies, travel operators, and digital platforms.
During the roadshow, the delegation promoted major destinations across the kingdom, including AlUla, the Red Sea, AMAALA, Riyadh, and Jeddah, alongside upcoming entertainment and sporting events.
Alshaibani reported that Chinese visitor arrivals to Saudi Arabia increased by 48% in 2025, underscoring China's role as a major source market. According to the STA, travel facilitation measures now feature an integrated ecosystem of 10 visitor-ready destinations, more than 30 destination management companies, and dedicated Chinese digital payment integrations.
Sources
- Saudi Press Agency · 2026-09-26
- Gemini News Search — Industry News · 2026-09-28
