Saudi Arabia and China partnership strengthens as tourism officials meet to foster investments and attract millions of Chinese visitors by 2030

Saudi Arabia has taken a significant step towards deepening its tourism ties with China, as high-level discussions between the two nations aim to boost investment, enhance travel opportunities, and strengthen bilateral relations. The Kingdom’s tourism minister, Ahmed Al-Khateeb, recently led a delegation to China, where he met with key players in the Chinese tourism sector to promote Saudi Arabia as a prime destination for Chinese travellers.

The discussions come at a time when Saudi Arabia is rapidly expanding its tourism industry as part of its Vision 2030 goals to diversify the economy. Central to this mission is forging strategic partnerships with global powers like China, which Saudi Arabia has identified as a key market. In fact, the Kingdom aims to attract 5 million Chinese tourists by the end of the decade, making China its third-largest source of international visitors.

During his visit to Beijing, Al-Khateeb met with Sun Yeli, China’s minister of culture and tourism, as well as members of the China Chamber of Tourism. They explored opportunities for cooperation between the two nations and discussed ways to enhance tourism experiences for Chinese visitors. Al-Khateeb took to social media to emphasise the importance of these discussions, noting that they focused on “investment opportunities in Saudi Arabia’s tourism sector” and finding collaborative ways to enhance the experiences of tourists in both countries.

The visit marks a continuation of Saudi Arabia’s aggressive push to position itself as a leading tourism destination. Following its participation in the second China Roadshow and ITB China in Shanghai earlier this year, Saudi Arabia secured “Approved Destination Status” as of July 2024. This official designation opened the doors for group travel from China and strengthened the Kingdom’s tourism credentials in East Asia.

As part of its strategy to become “China-ready,” Saudi Arabia has introduced a variety of initiatives designed to cater to Chinese travellers. These include an increase in direct flights between the two countries since 2023, customised travel packages, and partnerships with major Chinese tourism and entertainment companies. The hospitality industry in Saudi Arabia has also adapted to the needs of Chinese tourists, reflecting the shared cultural values between the two nations, such as a strong emphasis on family, tradition, and hospitality.

Al-Khateeb’s meeting with Sun Yeli was just one of several key engagements during his visit. He also held talks with Zhao Qi, chairman of Jin Jiang Group, one of China’s largest hospitality companies, and Peter Zheng, CEO of Maoyan Entertainment. These meetings focused on fostering long-term cooperation between Saudi and Chinese businesses, particularly in tourism and hospitality.

The culmination of these efforts was the launch of a major global promotional campaign in Beijing, highlighted by the inauguration of the Saudi Travel Expo at Tiantan Park. Running until October 26, the expo showcases Saudi Arabia’s diverse tourism offerings through interactive exhibits that highlight prominent destinations such as Diriyah, AlUla, and Al-Baha. Visitors to the expo have the opportunity to take personal photographs with replicas of Saudi Arabia’s iconic landmarks, providing a taste of what the Kingdom has to offer.

Saudi Arabia’s strategy to attract Chinese tourists is not solely focused on promotional campaigns and investment meetings. The Kingdom is also actively working to enhance its tourism infrastructure, making it easier for Chinese travellers to explore Saudi Arabia’s historical and cultural sites. This includes the development of high-quality hotels, resorts, and entertainment options that cater to the preferences of Chinese tourists, while also preserving the authenticity of the Kingdom’s rich cultural heritage.

Looking ahead, both Saudi and Chinese officials have expressed optimism about the future of their tourism partnership. Al-Khateeb emphasised that the cultural ties between the two nations are based on shared values, which serve as the foundation for a sustainable and mutually beneficial relationship. “As we continue to build bridges, we welcome friends from China and the world to experience our authentic Arab heritage,” he said.

For China, Saudi Arabia represents a key partner in its own efforts to expand outbound tourism. With more Chinese citizens looking for unique travel experiences, Saudi Arabia’s diverse landscapes, ancient historical sites, and modern entertainment offerings provide an attractive option for Chinese tourists seeking something different.

The Saudi Travel Expo is expected to bolster this interest, showcasing the full spectrum of experiences available to Chinese tourists, from the ancient wonders of AlUla to the modern marvels of Riyadh. As the Kingdom continues to roll out initiatives that cater specifically to Chinese travellers, it is clear that Saudi Arabia is poised to become a major player in the global tourism market, attracting millions of visitors from one of the world’s largest outbound tourism markets.

The partnership between Saudi Arabia and China goes beyond tourism, highlighting the broader economic and cultural ties between the two countries. With tourism being a cornerstone of Saudi Arabia’s Vision 2030, the Kingdom’s collaboration with China is a key driver in realising its ambitious goals for economic diversification and international engagement.