The Saudi Tourism Authority (STA), led by His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Board of Directors of STA, joined by Ageel Alshaibani, CEO of STA, has successfully concluded its participation at World Travel Market (WTM) London 2026. Bringing together 37 partners from across Saudi’s tourism ecosystem, Saudi Land welcomed a strong turnout of international travel industry leaders, VIP guests, buyers and visitors over three days, providing a platform to strengthen global relationships, advance commercial partnerships and showcase the breadth of Saudi’s expanding tourism offering.
Throughout the event, Saudi Land served as a meeting point for international tour operators, travel distributors, airlines, hospitality groups and tourism stakeholders, facilitating meaningful business conversations and reinforcing Saudi’s position as an increasingly diverse and competitive global tourism destination. The participation also witnessed the signing of agreements and strategic partnerships, reflecting continued interest in developing commercial relationships and expanding opportunities across the tourism sector.
A series of destination showcases and celebrations brought Saudi’s evolving tourism landscape to life, highlighting the breadth of experiences available across Riyadh, Jeddah, AlUla, the Red Sea and AMAALA. A key highlight was the celebration of AMAALA, showcasing the destination’s emerging luxury hospitality offering and its contribution to Saudi’s growing portfolio of premium coastal experiences.
Another notable announcement during WTM London was the opening of reservations for Dream of the Desert, Saudi’s upcoming ultra-luxury train experience, with its inaugural journeys scheduled to begin in October 2027. Departing from Riyadh, the experience will take travellers through the northern regions of Saudi, including Al Jouf, Hail and Al Qassim, combining luxury hospitality, curated cultural encounters and immersive experiences across some of the country’s distinctive landscapes.
Saudi’s participation further highlighted the opportunities emerging across its tourism ecosystem, from luxury hospitality and coastal escapes to cultural experiences, entertainment and seasonal attractions. With a growing portfolio of destinations, experiences and hospitality developments, Saudi continues to work closely with international travel partners to strengthen global connectivity, expand distribution and translate growing interest into tangible tourism opportunities.
Through its participation at WTM London 2026, the Saudi Tourism Authority reaffirmed its commitment to building long-term partnerships with the global travel trade, creating new opportunities for collaboration and supporting the continued growth and international reach of Saudi’s tourism sector.
