At the World Travel Mart (WTM) 2024, His Excellency Ahmed Al Khateeb, Minister of Tourism and Chairman of the Saudi Tourism Authority (STA), officially inaugurated the Saudi Pavilion, marking a significant milestone for the country’s tourism sector. The opening ceremony was attended by STA CEO Fahd Hamidaddin and UK Minister for Tourism Sir Chris Bryant.
The event celebrated the launch of Saudi Arabia’s latest coastal tourism initiative, the Saudi Red Sea, showcasing major coastal destinations such as NEOM, Amaala, Red Sea Universal, Jeddah Historic, and King Abdullah Economic City (KAEC). These destinations highlighted the diverse offerings of this new super destination.
During an exclusive presentation, trading partners were introduced to the breathtaking coastal region that spans over 1,800 kilometers. This area features three distinct zones, each providing unique experiences both on land and in water, including stunning coral reefs, crystal-clear turquoise waters, and one of the most diverse marine ecosystems globally.
The Northern Region emphasizes luxury experiences with premier destinations like NEOM, Sindara, and Amara. The central area around Jeddah showcases vibrant city life and mid-range offerings, while the southern region is rich in traditional culture, nature, and immersive activities. This initiative pioneers regenerative tourism by seamlessly connecting air, land, and sea, balancing sustainability with modern luxury and world-class events.
“Saudi Arabia’s participation in the World Travel Show is a key part of our commitment to showcasing the Kingdom’s innovative and sustainable tourism approach,” said His Excellency Al Khateeb. “Our rapid growth and record-breaking achievements have positioned Saudi Arabia as a leading destination for tourism and investment. I am excited to introduce the Saudi Red Sea to our trading partners and guests, highlighting the undiscovered beauty awaiting visitors to the Kingdom.”
Fahd Hamidaddin, CEO of STA, remarked, “There is only one Saudi Red Sea, and today we are thrilled to introduce this exciting new super destination. The Saudi Red Sea is the world’s longest vertical Riviera, featuring over 1,000 islands, 500 dive sites, 300 coral species, and 75 beaches. This unveiling reflects Saudi Arabia’s ambition to create a diverse and vibrant destination, showcasing the country’s unique tourism offerings and establishing it as an iconic location in Arabia’s authenticity.”
During the opening ceremony at the Yellow Theatre, Hamidaddin shared Saudi Arabia’s grand vision for the future of global tourism, emphasizing the transformative potential of tourism to foster connections, reshape perceptions, and drive economic growth. He outlined the Kingdom’s mission to create opportunities and invite travelers to experience the true essence of Arabia.
On the same day, Hazim Al-Hazmi, President of STA Europe and Americas Markets, participated in a panel discussion titled “The Intersection of Entertainment, Events, and Leisure Tourism.” He highlighted the mega events hosted in Saudi Arabia throughout the year, including MDL Beast’s Sound Storm, Riyadh Season, the Italian Super Cup, the Spanish Super Cup, the Formula 1 Grand Prix, and major boxing matches. With increasing consumer interest in Saudi tourism, the country is preparing for a vibrant winter holiday following the launch of the “Winter Lights Up the World” campaign. Al-Hazmi stressed the importance of considering social impact when planning events, focusing on job creation, business development, and enhancing community quality of life.
The pavilion also launched a beta version of SARA AI, an innovative AI-powered digital assistant designed to engage visitors by answering questions and providing information about Saudi tourism products. SARA serves as a brand ambassador, travel companion, and personal concierge, inviting attendees to interact and inquire about travel-related topics during WTM.
In addition to the Saudi Red Sea launch, the pavilion features interactive experiences, including detailed attraction maps, 360° virtual reality tours, virtual motorboat tours, fun quizzes about coastal destinations, and aerial connectivity maps showing routes to these popular locations.
Visitors are encouraged to experience Saudi Arabia’s blending prowess through mocktails available throughout the three-day event, while emerging female DJ Leen will perform live daily from 3 to 5 p.m., adding a modern touch to the pavilion’s atmosphere. For more information about Saudi Tourism’s activities at WTM London 2024 or to arrange a visit to the Saudi Pavilion, guests can visit the reception at ME S8-212.