The four-day visit focused on attracting more Chinese visitors, expanding tourism partnerships and improving access to Saudi destinations.
Beijing, China – September 2026: The Saudi Tourism Authority has concluded a promotional visit to China, held from September 21 to 24, 2026, aimed at attracting more Chinese tourists to Saudi Arabia and strengthening tourism and commercial cooperation between the two countries.
The delegation was led by Fahd Hamidaddin, CEO and Member of the Board of the Saudi Tourism Authority, and held a series of meetings with officials and representatives from leading travel, tourism and business companies.
Discussions focused on expanding distribution channels, developing tourism products and services, and creating a smoother travel experience for Chinese visitors to Saudi Arabia.
Promoting Saudi Destinations
During the visit, the Saudi delegation presented a range of destinations including AlUla, the Red Sea, AMAALA, Riyadh and Jeddah.
The delegation also highlighted Saudi Arabia’s calendar of international sporting, cultural and entertainment events, offering visitors a range of experiences throughout the year.
Fahd Hamidaddin said China represents one of Saudi Arabia’s key and growing tourism markets, noting that the number of Chinese visitors to Saudi Arabia increased by 48% in 2025.
He added that the authority is working with public- and private-sector partners to expand access to Saudi destinations and simplify the tourism experience for Chinese visitors.
According to the authority, its partnerships in China include a network of 10 tourism destinations prepared to welcome Chinese visitors and more than 30 specialised destination management companies, alongside partnerships covering travel, technology, payments and distribution.
Strengthening Saudi-China Tourism Ties
During the visit, the Saudi Tourism Authority delegation also participated in Saudi National Day celebrations hosted by the Embassy of Saudi Arabia in China in Beijing.
The event brought together officials and partners from both countries and highlighted the role of tourism in strengthening cultural exchange and connections between Saudi Arabia and China.
The Saudi Tourism Authority said it will continue working with its partners in China to promote Saudi destinations and experiences, attract more Chinese visitors and develop tourism and commercial cooperation between the two markets.
