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Visitors will feel the unparalleled hospitality for which the country is known, with an opportunity to experience a rich part of the country’s culture through a celebration of the Year of Saudi Coffee at the Saudi Café. Event attendees will feel the beat of the Saudi spirit through traditional and modern music and dance and be able to journey through the traditions of Saudi’s diverse regions with unique activations ranging from the flower crowns of Soudah to the sadu weaving from Diriyah.

Global partners continue to find untapped opportunities and potential in Saudi and have joined Saudi on its journey to create the world’s most exciting leisure tourism destination. As part of ongoing efforts to engage, enable and inspire international trade partners, Saudi launched the Saudi Expert e-learning platform at WTM, a tool designed to power the partner learning journey through training materials, a learning dashboard and smooth technology integration to ensure a seamless trade experience.

At WTM, Saudi welcomes a record of more than 40 destination partners, highlighting a wide range of Saudi tourism products and creating access to experiences, packages, hotels, and cruises for trade partners. Since last year’s WTM, Saudi has emerged as the fastest-growing tourism destination in the G20 and is one of the world’s fastest-growing tourism markets. Saudi’s exponential sector growth has seen an extraordinary +121% increase from pre-pandemic international tourism levels, as recognized by the UNWTO, outpacing global tourism sector recovery.

Saudi is the world’s biggest investor in tourism, innovating to create new products and destinations and building demand with the expansion of its global trade network. This year’s WTM is our most significant presence at an international event, bringing the best of our dynamic tourism offering to showcase the hospitality, diversity, beauty, and energy of the authentic home of Arabia.”

Fahd Hamidaddin, CEO and Member of the Board of Saudi Tourism Authority, said: “In Saudi, we dream big, and we deliver bigger and today, we are creating the newest and most exciting destination on Earth, for tomorrow. We are innovating to create new products and destinations and with our partners, we are building demand and expanding our global trade network,” continued Hamidaddin. By developing strategic, long-term relationships with key partners across all business segments, Saudi is driving awareness of the world’s most exciting destination and unlocking priority source markets.

“We’ve invested in the fundamentals for a new future of tourism and our success story through the numbers tells itself. Driving forward ambitious tourism goals, Saudi aims to increase international air connectivity from 99 to 250+ destinations by 2030. We are inspiring, empowering and enabling future partners to add Saudi to their portfolios, and our partners continue to realize our value and untapped potential.”

Incredible visuals showcase the breadth and depth of Saudi’s unique destination offering, bringing the authentic home of Arabia to life.

Saudi is reimagining tourism to welcome 100m visitors by 2030.

Saudi’s $800bn USD investment commitment across the tourism sector is driving outcomes and progress. Hosting its largest pavilion at an international event, Saudi has developed interactive on-stand experiences to immerse and inspire visitors across every touchpoint on the country’s journey through the senses.

“The UK is one of our most important source markets, with more than 150,000 visits this year.

Saudi is an under-discovered destination with rich cultural traditions. On stage, senior leaders from the Saudi delegation will participate in high-profile discussions focused on the future of travel, sustainability and innovation through technology in a global context. SAUDIA, the national carrier, has launched six new international routes this year. Last year, Saudi welcomed 62 million visitors and will welcome 70 million in 2022. In Jeddah, visitors can explore Jeddah’s historical district, Al Balad and the traditional Hijazi-style houses or go diving in one of the top diving and snorkelling destinations in the Red Sea.

Saudi opens World Travel Market (WTM) London for the second consecutive year as Premier Partner. Winter activities offer a dynamic entertainment program at MDLBeast, Red Sea Film Festival, Riyadh Season and Winter at Tantora in AlUla – a UNESCO world heritage site. Through exceptional partnerships, Saudi is creating increased travel options and competitiveness to expand consumer choice and reduce costs.