Saudi Arabia Targets Chinese Travelers to Boost Vision 2030 Tourism Goals

Saudi Arabia is setting its sights on the Chinese outbound tourism market as part of its strategy to transform the kingdom into a global tourism hub. With 1.4 billion people, China offers a significant source of potential travelers, especially as the number of Chinese tourists flying internationally recovers post-pandemic. 

"China is a huge market," said Saudi Arabia’s Tourism Minister Ahmed Al Khateeb in an interview with Skift ahead of the World Economic Forum Urban Transformation Summit in San Francisco. "Last year, about 120 million Chinese traveled, and this year that number is expected to reach 140 million. Next year, they are forecasting a record 150 million." 

Saudi Arabia has identified an opportunity to attract the 20-25% of Chinese tourists who take mid-to-long-haul flights, often to Europe and the Middle East. "We want to capture part of this big traffic,” he said.