Saudia Teams Up With China Southern, China Eastern, Hainan, and Air China Propelling Unprecedented Inbound Flight Expansion to WTM Spotlight Riyadh

Written By: Paramita Sarkar

Paramita Sarkar

Story-telling has been one of my favourite passtimes and when it is about travel, every other activity seems to fall short. I started my journey as a freelancer close to two decades ago having worked with various online portals inclduding Sambhar Stories, Thirllophilia and so on. Down the years, life has rewarded me with experiences, only adding to my writing practice. Even though teaching has been my primary profession and passion, choosing the job of a travel journalist was not quite dilemmatic when selected by the esteemed editorial team of Travel And Tour World. Knowing and letting readers know about the quaint yet intriguing desintions across the globe through writing is something I always cherish and put in my best endeavour to.

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July 1, 2026 7:27 PM

A dramatic transformation is currently reshaping the global travel landscape as Saudia, China Southern Airlines, China Eastern Airlines, Hainan Airlines, and Air China collectively supercharge Chinese tourism to Saudi Arabia. Consequently, this robust aviation expansion aligns perfectly with the upcoming inaugural WTM Spotlight Riyadh event, which will serve as a pivotal platform for bilateral tourism development from 8 to 10 September 2026. Specifically, the key facts underpinning this unprecedented growth include a remarkable 91 per cent year-on-year increase in flights between Greater China and the Kingdom in 2025. Furthermore, Saudi Arabia recently acquired the highly coveted Approved Destination Status (ADS) from the Chinese government, opening the door for widespread group travel. Moreover, industry analysts project a staggering 130 per cent increase in leisure spending by Chinese visitors across the Middle East by the end of the decade. Ultimately, these strategic elements combine to cement the Kingdom’s position as a premier destination for one of the world’s most influential outbound travel markets.

Expanded Flight Networks Catalyse Chinese Tourism to Saudi Arabia

Undeniably, the fundamental driver behind this burgeoning relationship is the aggressive expansion of air connectivity. During the past year, airlines vastly improved access between the two nations, yielding a 91 per cent increase in available flights for 2025 compared to 2024. To achieve this milestone, carriers including Saudia, China Southern Airlines, China Eastern Airlines, Hainan Airlines, and Air China proactively launched numerous new direct routes. Consequently, these major aviation players now provide seamless commercial connections linking the Saudi capital of Riyadh with major Chinese economic hubs such as Beijing, Shenzhen, Shanghai, and Guangzhou. Additionally, the airlines introduced vital regional routes connecting Beijing directly to Dammam, as well as linking Haikou with Jeddah. Therefore, this comprehensive network empowers Chinese travellers to explore the vast cultural and geographic diversity that Saudi Arabia offers. In addition, strong bilateral political relations and a mutual cultural curiosity create lucrative opportunities for Chinese destinations to simultaneously attract high-yield Saudi travellers who seek authentic experiences beyond traditional Western markets.

Strategic Readiness Initiatives Boost Chinese Tourism to Saudi Arabia

Beyond mere logistical improvements, Saudi Arabia implements comprehensive destination development strategies to seamlessly accommodate this influx. Most notably, the Chinese government granted Saudi Arabia the crucial Approved Destination Status (ADS) in July 2024. This pivotal designation officially allows the Kingdom to welcome formal Chinese tour groups. Furthermore, it permits Saudi tourism authorities to actively market group travel packages directly within mainland China, thereby marking a significant milestone in the nation’s broader tourism development strategy.

Meanwhile, Saudi Arabia aligns these efforts directly with its ambitious Vision 2030 framework, which aggressively targets 150 million annual visitors by the end of the decade. To support this rapid growth and ensure a welcoming environment, the Kingdom accelerated its efforts to become thoroughly “China-ready” starting in 2023. For example, airports across the nation introduced comprehensive Mandarin-language signage to seamlessly guide arriving passengers. Moreover, hospitality providers tailored specific tourism products to meet Eastern expectations, while merchants enhanced their digital payment systems to accommodate preferred Chinese transaction methods. As a result, the destination comprehensively addresses the contemporary Chinese traveller’s desire for authenticity, accessibility, uncompromising safety, and premium service standards.

Industry Leaders Analyze Chinese Tourism to Saudi Arabia

Industry experts closely monitor these developments, highlighting the strategic alignment between the two regions. According to Danielle Curtis, Regional Portfolio Director – UAE at event organiser RX, the convergence of interests is starkly apparent. “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,” Curtis explained. She further emphasised that as the Kingdom actively invests in connectivity, visitor experiences, luxury hospitality, and cultural infrastructure under Vision 2030, industry leaders see increasing alignment between Saudi Arabia’s sweeping ambitions and rapidly evolving Chinese traveller preferences.

Similarly, Sienna Parulis-Cook, Director of Marketing and Communications at Dragon Trail International, underscored the broader regional impact. “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,” she noted. Parulis-Cook added that Chinese tourists actively seek destinations offering distinctive cultural experiences coupled with robust hospitality infrastructure and seamless accessibility—areas where Saudi Arabia consistently invests significant capital. Furthermore, Dragon Trail International’s newly released Chinese Tourism to the Middle East and North Africa 2025 White Paper outlines broader market shifts, noting a rising demand for independent travel, immersive cultural encounters, and digitally connected visitor experiences.

Key Event Details: WTM Spotlight Riyadh

• Dates and Venue: The event will take place from 8 to 10 September 2026 at the Riyadh Front Exhibition & Conference Center (RFECC).
• Scale and Scope: The exhibition is projected to host upwards of 300 exhibitors and attract more than 7,000 regional and international attendees.
• Hosted Buyers: The event will welcome 150 international hosted buyers, reflecting mounting global interest in the Kingdom’s tourism sector.
• Strategic Purpose: Designed as a focused B2B2C platform, the event aims to connect Saudi Arabia with the global travel industry, facilitating pre-arranged business meetings, networking, and market insights.
• Organiser Background: The event is organised by RX, a global leader in exhibitions operating in 25 countries, which utilises data-driven insights to build businesses and communities.

WTM Spotlight Riyadh Shapes the Future of Chinese Tourism to Saudi Arabia

Consequently, the international travel industry will converge to discuss these profound economic shifts at the inaugural WTM Spotlight Riyadh event. Scheduled to take place at the Riyadh Front Exhibition & Conference Center (RFECC), the event clearly targets China as one of its absolute top source markets. Organisers purposefully designed the event as a focused B2B2C platform that physically connects Saudi Arabia’s growing tourism sector with the broader global travel industry. Furthermore, the exhibition expects to welcome more than 300 global exhibitors, host over 7,000 regional and international attendees, and accommodate 150 international hosted buyers. WTM Spotlight Riyadh will seamlessly showcase the entire tourism ecosystem, from niche hospitality providers to major travel technology firms.

In conclusion, the strategic collaboration between aviation giants and tourism bodies undeniably transforms the Middle Eastern travel landscape. Event organiser RX leverages its vast industry expertise across 42 industry sectors to facilitate this vital exchange. As the ATM Travel Trends Report 2025 indicates, leisure spend by Chinese visitors in the Middle East will likely surge by 130 per cent from 2024 to 2030. Driven forward by the ambitious Vision 2030 mandates, comprehensive China-ready infrastructure, and massive capacity expansions from major airlines, the trajectory is firmly set. Ultimately, WTM Spotlight Riyadh will serve as the crucial launchpad for these ambitions, ensuring that the exponential growth of Chinese tourism to Saudi Arabia continues to flourish well into the next decade.