The Saudi Tourism Authority (STA) concluded a promotional visit to the People’s Republic of China from September 21 to 24 to attract Chinese visitors, expand commercial partnerships, and facilitate access to Saudi destinations, seasonal offerings, and events.
Led by STA CEO and Board Member Ageel Alshaibani, the delegation held meetings with leading Chinese travel, tourism, and business executives to expand distribution channels, develop targeted products, and ensure a seamless travel experience. The mission showcased key destinations—including AlUla, the Red Sea, AMAALA, Riyadh, and Jeddah—alongside the Kingdom’s year-round calendar of international sports, cultural, and entertainment events.
Alshaibani underscored that China is a key growth market, noting that a 48% increase in Chinese visitors to Saudi Arabia in 2025 shows significant potential for strategic cooperation. He added that STA and its partners have established an integrated ecosystem featuring 10 visitor-ready destinations, over 30 destination management companies, and wide-ranging partnerships in travel, payment solutions, and technology to support travelers from booking to arrival.
During the visit, the delegation also took part in Saudi National Day celebrations hosted by the Saudi Embassy in Beijing, reflecting the strong bilateral ties and the growing role of tourism in fostering mutual cultural exchange.
Credit: spa.gov.sa
