Saudi Arabia’s efforts to become a preferred destination for Chinese travellers are beginning to deliver tangible results, with the Kingdom emerging as one of the fastest-growing tourism destinations in the Middle East and North Africa for China's outbound market, according to a new industry report. The findings, published in Dragon Trail International's Chinese Tourism to the Middle East and North Africa 2025 White Paper, highlight how Saudi Arabia is rapidly building its appeal among one of the world's most influential outbound travel markets through improved connectivity, tailored visitor experiences, and significant tourism investments.
The report, produced in partnership with WTM Spotlight Riyadh, comes as Saudi Arabia intensifies its efforts to diversify inbound tourism markets while working towards its Vision 2030 target of welcoming 150 million annual visitors. China has long been one of the world's largest outbound tourism markets, with millions of travellers seeking new international destinations each year. Saudi Arabia has spent the past two years positioning itself to capture a larger share of that market.
A major milestone came in July 2024, when the Kingdom received Approved Destination Status (ADS) from China, allowing Chinese travel agencies to officially market and organise group tours to Saudi Arabia — a move widely regarded as a catalyst for tourism growth. Since then, the Kingdom has accelerated efforts to become increasingly "China-ready", introducing Mandarin-language airport signage, Chinese-friendly payment systems, enhanced visitor services, and expanded flight connectivity.
Flights lead the growth story
Perhaps the clearest indicator of growing demand is aviation. According to the report, air connectivity between Greater China and Saudi Arabia increased by 91 percent in 2025 compared with the previous year, making it one of the fastest-growing international aviation corridors in the region.
Today, airlines including Saudia, China Southern Airlines, China Eastern Airlines, Hainan Airlines, and Air China connect cities such as Riyadh, Dammam, Beijing, Shanghai, Guangzhou, and Shenzhen, supporting both tourism and growing business ties between the two countries.
A new generation of Chinese travellers
The report suggests Saudi Arabia's tourism offering aligns increasingly well with changing travel preferences among Chinese visitors. Rather than focusing solely on shopping or sightseeing, today's Chinese travellers are placing greater emphasis on immersive cultural experiences, luxury hospitality, family travel, authentic local encounters, and digitally connected journeys.
Safety, convenience, and unique experiences have become key decision-making factors — areas where Saudi Arabia has invested heavily as it develops destinations ranging from heritage sites and cultural districts to luxury resorts and giga-projects.
According to Tourism Economics, Chinese leisure spending across the Middle East is projected to increase by 130 percent between 2024 and 2030, presenting a significant opportunity for destinations that are prepared to cater to this fast-evolving market.
The report’s findings will help shape discussions at the inaugural WTM Spotlight Riyadh, taking place from 8–10 September at the Riyadh Front Exhibition & Conference Centre.
The event is expected to bring together more than 300 exhibitors, 7,000 tourism professionals, and 150 hosted buyers, with China's outbound travel market expected to feature prominently in industry discussions.
Talking about the report, Danielle Curtis said: "China represents one of the most influential outbound tourism markets globally, and Saudi Arabia is rapidly establishing itself as a destination of growing importance for Chinese travellers."
As Saudi Arabia continues expanding air connectivity, simplifying travel, and investing in visitor experiences, China is emerging as one of the Kingdom's most strategically important tourism markets — one that could play a significant role in shaping the next phase of its tourism transformation.
