United States Joins France and More Countries Attending WTM Spotlight Riyadh from Today at Saudi Arabia as Global Travel Leaders Gather to Shape Vision 2030 Tourism Future

Written By: Tuhin Sarkar

Tuhin Sarkar

Tuhin Sarkar is a Senior Journalist at Travel and Tour World with more than 10 years of experience in travel and tourism journalism. A post-graduate in Journalism and Mass Communication from Jadavpur University, he combines strong research, industry knowledge and storytelling expertise to produce engaging, insightful and impactful travel news and fascinating feature stories.

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September 8, 2026 10:12 PM

The United States joins France and more countries at WTM Spotlight Riyadh from today, as Saudi Arabia draws global travel leaders together to shape its Vision 2030 tourism future.

The United States joins France and more countries at WTM Spotlight Riyadh from today, putting Saudi Arabia firmly in the global tourism spotlight. The three-day event brings together travel leaders, airlines, hotels, destinations, technology companies and tourism authorities.

Meanwhile, Vision 2030 remains central to discussions as the Kingdom accelerates its transformation into a major international destination. As WTM Spotlight opens in Riyadh, global industry players are looking beyond Saudi Arabia’s visitor growth and towards new business opportunities. Consequently, the gathering could help shape partnerships, investment and travel demand across the region. The message is clear: Saudi tourism is moving fast.

Saudi Arabia has opened a new chapter in its rapidly expanding tourism story with the launch of WTM Spotlight Riyadh, bringing international travel companies, tourism authorities, hospitality groups, airlines, technology firms, investors and buyers together in the Kingdom for three days of business and industry dialogue.

The inaugural event officially opened on 8 September at the Riyadh Front Exhibition & Conference Center (RFECC) on behalf of H.E. Ahmed Al-Khateeb, Minister of Tourism. Ageel AlShaibani, CEO of the Saudi Tourism Authority (STA), formally opened the event, which runs through 10 September.

Organised by RX in strategic partnership with the Saudi Ministry of Tourism, WTM Spotlight Riyadh is designed to strengthen commercial links between Saudi Arabia and international tourism markets while giving global travel businesses a direct view of the Kingdom’s rapidly changing visitor economy.

The event arrives at a significant point for Saudi tourism. Under Vision 2030, tourism has moved from being a relatively small part of the national economy to becoming a central component of Saudi Arabia’s economic diversification strategy.

Companies confirmed as participating

The event’s official opening information identifies the following Saudi and international travel brands as exhibitors:

WTM Spotlight Riyadh Creates a New Global Travel Meeting Point

The first edition of WTM Spotlight Riyadh is positioned as more than a conventional travel trade exhibition.

Its stated objective is to connect the world to Saudi Arabia and Saudi Arabia to the world, creating a business-focused platform where international travel buyers can meet Saudi tourism suppliers while businesses from the Kingdom can develop relationships with overseas markets.

The three-day gathering covers a broad cross-section of the travel ecosystem, including destinations, tourism authorities, hotels, attractions, airlines, cruise companies, experience providers, transportation businesses and travel technology firms.

For international companies looking to understand Saudi Arabia’s evolving tourism landscape, the event provides an opportunity to engage directly with organisations developing destinations and experiences across the Kingdom.

For Saudi companies, meanwhile, the international participation offers a route into new source markets and commercial partnerships.

This two-way approach is particularly relevant as Saudi Arabia seeks to increase both international arrivals and domestic tourism while developing a more diversified tourism economy.

Countries with confirmed participation or representation

Saudi Tourism Spending Growth Highlights Market Strength

Opening the event, STA CEO Ageel AlShaibani pointed to continued growth in Saudi Arabia’s tourism economy.

“With tourism spending growing by 5% year-on-year in H1 2026, Saudi’s tourism fundamentals remain exceptionally strong, underscoring the depth and durability of our market,” AlShaibani said.

He added that WTM Spotlight Riyadh provides an opportunity to connect global travel buyers with the destinations, tourism products and experiences being developed in Saudi Arabia.

The comments underline the growing commercial significance of the Kingdom for the international travel trade.

Saudi Arabia is pursuing an ambitious tourism strategy under Vision 2030, with the sector targeted to contribute 10% of GDP and the Kingdom aiming to welcome 150 million domestic and international visitors annually by the end of the decade.

Those objectives require substantial development across the tourism value chain, from accommodation and aviation to attractions, entertainment, technology and destination management.

WTM Spotlight Riyadh is therefore arriving as the Kingdom moves from building tourism capacity to strengthening the international commercial networks needed to support that capacity.

Major Saudi and International Travel Brands Take Part

The exhibition floor demonstrates the breadth of companies now participating in Saudi Arabia’s tourism expansion.

Among the prominent Saudi organisations exhibiting are Amsa Hospitality, Taiba Investments, flyadeal, Hilton KSA Hotels and The Jeddah Edition.

They are joined by major international travel and tourism brands, including Accor, MSC Cruises, Delta Air Lines, Etihad Airways and Webook.com.

The mix is significant because it illustrates the increasingly interconnected nature of Saudi tourism.

Hotels and hospitality companies are expanding accommodation capacity. Airlines are strengthening connectivity. Cruise operators are participating in the Kingdom’s emerging cruise proposition, while travel technology companies are becoming increasingly important in how visitors search, book and experience destinations.

The presence of international brands also gives overseas tourism businesses an opportunity to assess Saudi Arabia’s market potential alongside companies already operating within the Kingdom.

Vision 2030 Takes Centre Stage on Opening Day

Business meetings form one part of WTM Spotlight Riyadh, but the conference programme is equally focused on the strategic issues influencing tourism development.

The opening day, 8 September, centres on “Driving Growth for Vision 2030”, placing Saudi Arabia’s national tourism strategy at the heart of discussions.

One of the key sessions is the Policy Panel: Enabling Growth – Regulation, Visas and Private Sector Participation.

The panel brings together experts from tourism, business, motorsport and immigration, including Anju Gomes, Senior Regional Director Middle East at the International Congress and Convention Association (ICCA); Dr Abdullatif Alafaliq, President of the National Committee for Tourism Services at the Federation of Saudi Chambers; Abdulmohsen Alanazi, Head of Protocol and Guest Management at Saudi Motorsport Company; and Ali Ibrahim, Immigration Lead Director, Saudi Arabia, at Vialto Partners Middle East.

The discussion is particularly relevant to the practical mechanics of tourism growth.

As visitor numbers rise, regulation, visa accessibility and private-sector participation can influence how easily international visitors enter the market and how effectively tourism businesses respond to demand.

Saudi Arabia’s Outbound Market Gains Attention

The focus shifts on Wednesday, 9 September, towards Outbound Demand & Market Access.

The change in emphasis reflects an important characteristic of Saudi Arabia’s travel economy: the Kingdom is not only developing into a major destination but is also becoming an increasingly influential source market for international tourism.

Saudi travellers represent significant opportunities for destinations, airlines, hotels, cruise companies and travel businesses around the world.

WTM Spotlight Riyadh therefore provides a platform for international tourism suppliers to understand changing Saudi traveller preferences and establish commercial relationships within the market.

Technology and investment will also feature prominently.

The Innovation Startup Showcase: How the Kingdom is Building Tourism’s Most Ambitious Ecosystem will examine the role of entrepreneurship, innovation and investment in the development of Saudi tourism.

Speakers include Sultan Moraished, Chief of Technology and Corporate Excellence at Red Sea Global; HH Prince Saud Al Saud, Executive Director of TDF Grow at the Tourism Development Fund; Mohamed Elbeheiry, Founder and Chief Executive Officer of EyeGo; and Njoud Al Yousef, Lead, Startups and SMEs Engagement at the United Nations Global Compact.

The session highlights the growing connection between tourism development and technology-driven innovation in the Kingdom.

AI and Hyper-Personalised Travel Shape Final Day

The final day, Thursday, 10 September, turns towards the technologies and experiences that could define the next phase of global tourism.

Discussions will address mobility, artificial intelligence, destination experiences and innovation, examining how these forces are changing the visitor journey.

One of the headline sessions is “AI Tourism Vision: Enabling Hyper-Personalisation and Connectivity”, led by Salman A. Alarifi, General Manager of Technology Enablement at the Saudi Ministry of Tourism.

Artificial intelligence is becoming increasingly relevant across the travel industry, from personalised recommendations and booking systems to customer service, destination management and operational efficiency.

For Saudi Arabia, which is developing destinations and tourism infrastructure at considerable scale, the application of AI could become an important part of creating connected and personalised visitor experiences.

B2B2C Format Brings International Buyers Closer to Saudi Tourism

A defining feature of WTM Spotlight Riyadh is its B2B2C format, intended to bridge the gap between the international travel trade and the Saudi tourism market.

Rather than focusing solely on exhibition-floor visibility, the format aims to facilitate direct commercial interaction between travel businesses, buyers and tourism suppliers.

That approach is particularly relevant for a destination undergoing rapid transformation.

International travel professionals can gain a more direct understanding of emerging Saudi destinations, hospitality products and visitor experiences, while Saudi tourism businesses can use the event to identify new distribution channels and international demand.

The emphasis on first-hand engagement also reflects the broader direction of Saudi tourism development, where new destinations and experiences are being brought to international markets at an accelerating pace.

Saudi Tourism’s Global Role Continues to Expand

The opening of WTM Spotlight Riyadh comes as Saudi Arabia seeks to establish itself as a significant player in global tourism rather than simply an emerging destination.

Vision 2030 has provided the strategic framework, but achieving its tourism ambitions depends on international connectivity, private investment, visitor accessibility, strong hospitality infrastructure and a diverse portfolio of experiences.

Events such as WTM Spotlight Riyadh can support that process by creating direct channels between Saudi tourism stakeholders and the international travel industry.

The participation of airlines, hotel groups, cruise operators, technology companies, destinations and travel buyers also reflects how broad the Kingdom’s tourism ambitions have become.

With the event continuing until 10 September, attention will now turn from its opening milestone to the partnerships, business relationships and ideas generated during the three-day programme.

For Saudi Arabia, the significance of WTM Spotlight Riyadh extends beyond the exhibition itself. It represents another step in connecting the Kingdom’s rapidly developing tourism sector with the international businesses needed to support its next phase of growth.

Visitor registration for the inaugural WTM Spotlight Riyadh is open to travel professionals, offering industry participants an opportunity to engage directly with Saudi Arabia’s expanding tourism market and the companies shaping its future.

Saudi Arabia is rapidly expanding its tourism sector under Vision 2030, creating fresh opportunities for international travel companies and destinations. Answer: WTM Spotlight Riyadh provides a direct platform for the United States, France and more countries to connect with Saudi tourism businesses and global travel leaders. Reason: The Kingdom needs stronger international partnerships, wider connectivity and deeper market access to support its ambitious visitor targets. Therefore, the event brings together airlines, hotels, destinations, technology firms, investors and travel buyers in one marketplace. This combination of commercial meetings and industry discussions gives participants a closer look at Saudi Arabia’s changing tourism landscape and future opportunities.

The opening of WTM Spotlight Riyadh signals another important moment for Saudi Arabia as it positions tourism at the heart of its Vision 2030 economic transformation. The participation of the United States, France and more countries demonstrates the growing international interest surrounding the Kingdom’s tourism ambitions. At the same time, the presence of airlines, hotels, destinations, cruise companies, technology firms and travel buyers creates opportunities for practical partnerships rather than simply industry discussion. As a result, WTM Spotlight Riyadh could become an important meeting point for companies seeking access to Saudi travellers and for Saudi businesses targeting international markets. The event also highlights how quickly the Kingdom’s tourism ecosystem is developing. With global travel leaders gathered in Riyadh, attention will now focus on the deals, connections and ideas emerging from the three-day event. Ultimately, the gathering reinforces Saudi Arabia’s growing influence in the global travel industry.