Saudi Arabia is strengthening its position as a leading destination for Chinese travellers, according to Dragon Trail International’s Chinese Tourism to the Middle East and North Africa 2025 White Paper.
The findings, produced
with WTM Spotlight Riyadh, highlight growing demand from China and will feed
into the inaugural WTM Spotlight Riyadh at the Riyadh Front Exhibition &
Conference Centre, scheduled for September 8–10, 2026.
The report names Saudi
Arabia as one of the fastest-growing MENA destinations for Chinese outbound
tourism, supported by Approved Destination Status (ADS) granted by China in
July 2024.
This allows official
group travel marketing.
It aligns with Vision 2030 goals to reach 150
million annual visitors, driven by infrastructure and tourism investment.
Saudi Arabia is
enhancing its “China-ready” offering through Mandarin airport signage, improved
payment systems, and expanded air links since 2023.
Chinese travellers
increasingly prioritise immersive cultural experiences, luxury stays, family
travel, and digitally enabled journeys, with strong demand for safe, authentic,
and convenient destinations.
Air connectivity has
surged, with flights between Greater China and Saudi Arabia up 91% in 2025
versus 2024.
Saudia, China
Southern, China Eastern, Hainan Airlines, and Air China operate routes linking
Riyadh, Beijing, Shanghai, Shenzhen, Guangzhou, and Dammam, reflecting
deepening tourism and business links.
Tourism Economics
projects Chinese leisure spending in the Middle East will rise 130% between
2024 and 2030.
The WTM Spotlight
Riyadh platform will host over 300 exhibitors, 7,000 attendees, and 150 hosted
buyers, under Vision 2030.
Danielle
Curtis, Regional Portfolio Director – UAE, RX, said: “China represents one of
the most influential outbound tourism markets globally, and Saudi Arabia is
rapidly establishing itself as a destination of growing importance for Chinese
travellers. As the Kingdom continues to invest in connectivity, visitor
experiences, hospitality, and cultural infrastructure under Vision 2030, we are
seeing increasing alignment between Saudi Arabia’s tourism ambitions and
evolving Chinese traveller preferences.”
Curtis added:
“WTM Spotlight Riyadh provides an important platform for the international
travel industry to understand this opportunity better, strengthen partnerships,
and explore how destinations, travel providers, and hospitality brands can
engage more effectively with both Saudi Arabia’s inbound growth and the wider
Chinese outbound market.”
Sienna
Parulis-Cook, Director of Marketing and Communications, Dragon Trail
International, said: “The Middle East and North Africa region is emerging as
one of the most exciting growth areas for Chinese outbound tourism, and Saudi
Arabia is playing an increasingly important role within that development.
Chinese travellers are looking for destinations that offer distinctive cultural
experiences, robust hospitality infrastructure, and seamless accessibility, all
areas in which Saudi Arabia is investing significantly.”
Parulis-Cook
added: “As a dedicated research partner for WTM Spotlight Riyadh, we look
forward to sharing deeper insights into the evolving preferences, behaviours,
and expectations of Chinese travellers as the Kingdom continues to expand its
global tourism presence.” -TradeArabia News Service