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Saudi Tourism Authority Concludes Promotional Tour to China to Boost Travel Links

The Saudi Tourism Authority concluded a four-day promotional mission across China aimed at expanding commercial partnerships and attracting Chinese travelers. Tourism officials reported a 48 percent increase in Chinese visitors to Saudi Arabia in 2025. The initiative highlighted key Saudi destinations alongside dedicated Chinese payment and digital platform integrations.

Published Source: Saudi Press Agency
Logo of the Saudi Press Agency (SPA) in teal and white
Photo: Saudi Press Agency

The Saudi Tourism Authority (STA) concluded an official promotional trade mission across China held between September 21 and September 24, 2026. The roadshow aimed to attract Chinese travelers and expand commercial partnerships, according to the Saudi Press Agency.

Led by STA CEO and Board Member Ageel Alshaibani, the Saudi delegation conducted meetings with executives from prominent Chinese tourism, travel, and digital platforms. The mission showcased major Saudi destinations, including AlUla, the Red Sea, AMAALA, Riyadh, and Jeddah, in addition to the kingdom's international entertainment and sports calendar.

Alshaibani reported that Chinese visitor numbers to Saudi Arabia grew by 48 percent in 2025, describing China as a primary source market. To facilitate inbound travel, the STA highlighted an integrated framework featuring 10 visitor-ready destinations, over 30 destination management companies, and dedicated Chinese payment and technology solutions.

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