Saudi Arabia promotes tourism growth with 37 partners at WTM London 2026

The Saudi Tourism Authority (STA) brought 37 tourism partners to World Travel Market (WTM) London 2026, using the three-day event to promote the Kingdom’s expanding tourism sector and strengthen partnerships with international travel companies.

Led by Ahmed Al-Khateeb, Saudi Arabia’s Minister of Tourism and STA chairman, alongside STA CEO Ageel Alshaibani, the delegation welcomed international travel industry representatives, buyers and visitors at its Saudi Land pavilion.

The participation included meetings with international tour operators, travel distributors, airlines, hospitality groups and other tourism stakeholders, as well as the signing of agreements and strategic partnerships aimed at expanding commercial opportunities across the sector.

The pavilion also showcased tourism developments and experiences across Riyadh, Jeddah, AlUla, the Red Sea and AMAALA, highlighting the Kingdom’s growing portfolio of cultural, leisure and luxury hospitality offerings.

Among the announcements at the event was the opening of reservations for Dream of the Desert, an upcoming ultra-luxury train experience scheduled to begin its inaugural journeys in October 2027.

Departing from Riyadh, the train will travel through northern Saudi Arabia, including Al Jouf, Hail and Al Qassim. The experience will combine luxury hospitality with curated cultural activities and visits to destinations across the Kingdom.

Saudi Arabia’s participation also highlighted investment and commercial opportunities across its tourism ecosystem, spanning luxury accommodation, coastal destinations, entertainment, cultural experiences and seasonal attractions.

The STA said its participation aimed to strengthen long-term relationships with international travel partners, expand global distribution networks and support the continued growth of the Kingdom’s tourism sector.