Saudi Tourism Authority unveils extensive travel campaign in China, experiencing 277% surge in bookings

Tuesday, November 28, 2023

The Saudi Tourism Authority (STA) unveiled an expansive travel campaign in China on November 17, encompassing a week-long exhibition and streaming films on TV and digital platforms. This initiative has already resonated with over 500 million people in China, resulting in a remarkable 277% surge in bookings to Saudi Arabia, as reported in a press release.

The campaign kicked off with a week-long Saudi Tourism Exhibition at the Shanghai Bund Waterfront, drawing government officials, industry representatives, and media. With over 80,000 visitors, the event showcases Saudi Arabia’s natural and historical attractions through cultural shows and entertainment.

STA complemented the exhibition with Saudi experience films streaming on national TV and major digital platforms in China. Additionally, the government office is providing how-to tutorials to assist Chinese tourists in planning their trips to the region.

Fahd Hamidaddin, CEO of the Saudi Tourism Authority, emphasized the significance of China as one of the largest and fastest-growing sources of outbound tourism globally. The campaign aims to spotlight the diverse wonders of the Kingdom, fostering a strong connection with Chinese travelers.

In 2023, Saudi Arabia welcomed over 100,000 Chinese visitors, and STA envisions welcoming five million travelers annually by 2030. Hamidaddin highlighted the growing partnership with China, including the recent grant of Approved Destination Status and efforts to streamline visa services, including the introduction of e-visas and visas on arrival. The focus also extends to enhancing air connectivity between the two countries.

Alhasan Aldabbagh, President of APAC Markets at the Saudi Tourism Authority, emphasized ongoing collaboration with key trade partners to expand the offering of over 160 bespoke products to the Chinese market. The integration of Chinese payment solutions like Union Pay and AliPay+ aims to facilitate seamless payments for Chinese travelers.

« Back to Page

• Abu Dhabi Airports Reports 35.6% Surge in Passenger Traffic for Q1 2024

• Hong Kong International Airport Clinches Top Honor at 2024 TTG China Travel Awards

• Here’s what you need to know how Chinese tourists are exploring global destinations

• South China’s Guangdong province has issued the highest-level rainstorm warning

• Decline in Indian tourists visiting Maldives this year