Saudi Arabia made a big show of force at this year's World Travel Market in London. Tourism Minister Ahmed Al-Khateeb opened the country's large pavilion — branded Saudi Land — at ExCeL London on 4 November, joined by Saudi Tourism Authority chief Ageel Alshaibani and RX Global president Rachel Travers. Thirty-seven Saudi tourism partners are using the three-day trade show to pitch new destinations and experiences to international tour operators, airlines and distributors.

The numbers behind the pitch are substantial. Saudi Arabia welcomed roughly 61.2 million tourists in the first half of 2026, about 1% up year-on-year, with tourism spending hitting around SAR 151.9 billion — roughly $40.5 billion. The country is chasing an ambitious 150 million annual tourists by 2030, and accommodation capacity is expanding fast: about 623,000 licensed room keys were operating in H1 2026, including more than 44,000 in newly licensed properties.

The headline celebration was AMAALA, the Red Sea coast's newest luxury resort hub, developed by Red Sea Global. Since June, seven resorts have opened there, including properties from Four Seasons, Six Senses, Rosewood and Nammos — a clear signal that Saudi Arabia is serious about the high-end traveller, not just volume tourism.

Beyond the beach, the delegation promoted a packed winter calendar. Riyadh Season returns to the capital, AlUla hosts its Winter at Tantora festival against the backdrop of the ancient Nabataean tombs of Hegra, and new theme park attractions such as Six Flags Qiddiya City and the Aquarabia water park are coming online near Riyadh. Stand visitors also got a taste of culture, with traditional music and dance, Arabic calligraphy and interactive destination exhibits.

For holidaymakers, the takeaway is simple: Saudi Arabia's tourism product is now broad and bookable through mainstream trade channels. If you're eyeing a winter sun trip, the Red Sea coastline — AMAALA and the wider giga-project strip — offers genuinely upscale resort stays with reliable sunshine. Culture-focused travellers should look hard at AlUla in winter, when the desert heat eases off and the festival programme is at its fullest. City-break types get Riyadh Season's concerts and events, plus Jeddah's old town and Red Sea diving. With new hotel keys opening monthly and airlines expanding routes into Riyadh and Jeddah, winter 2026–27 is shaping up as a good moment to visit before prices and crowds catch up with the 2030 ambition.