East Asian young tourist woman visits a mosque of traditional architecture style, in Ushaiqer traditional village, Saudi ArabiaFor years, Saudi Arabia's tourism growth story has been dominated by mega-projects, luxury resorts and Vision 2030. But behind the headlines about NEOM, the Red Sea and Diriyah, another transformation is quietly gathering pace: China is fast becoming one of the Kingdom's most strategically important international visitor markets.
As Chinese outbound travel rebounds, Saudi Arabia is emerging as one of the destinations benefiting most from changing traveller preferences. Better air connectivity, simplified travel policies, targeted marketing and a growing portfolio of cultural and luxury experiences are helping the Kingdom attract a market that spends more, travels further and increasingly looks beyond traditional destinations.
According to a recent report, based on research by Dragon Trail International presented ahead of WTM Spotlight Riyadh, Saudi Arabia is rapidly climbing the list of preferred destinations for Chinese travellers. For the Kingdom's travel industry, that represents far more than a short-term recovery trend—it signals the emergence of a high-value source market capable of supporting long-term tourism growth.
More than visitor numbers
Saudi Arabia has set itself one of the world's most ambitious tourism targets, aiming to welcome 150 million visitors annually by 2030. Achieving that goal requires attracting travellers from markets capable of delivering both volume and value, China fits that profile perfectly. Before the pandemic, Chinese travellers consistently ranked among the world's highest international tourism spenders, generating billions of dollars in overseas travel expenditure every year. While outbound travel has recovered gradually, destinations that invested early in rebuilding links with China are now beginning to see the rewards.
The Kingdom received Approved Destination Status (ADS) from the Chinese government in 2024, allowing organised leisure travel and group tours to be actively promoted in China. The move has opened the door for stronger collaboration between Saudi tourism authorities, airlines and travel companies while giving Chinese tour operators greater confidence to include Saudi Arabia in their itineraries.
Connectivity is changing the game
Recognising this, Saudi Arabia has significantly expanded its aviation links with China over the past two years. According to Dragon Trail International, flight capacity between Greater China and Saudi Arabia increased by around 91% during 2025, reflecting growing demand and airline confidence. Today, direct flights connect cities including Beijing, Shanghai, Guangzhou and Shenzhen with Riyadh, Jeddah and Dammam through carriers such as Saudia, Air China, China Eastern Airlines, China Southern Airlines and Hainan Airlines. The Kingdom's aviation ambitions are only just beginning. Riyadh Air, new airport developments and wider investment in aviation infrastructure are expected to strengthen links with Asia even further over the coming decade.
Selling experiences rather than landmarks
Chinese outbound tourism has changed dramatically.
Where previous generations often travelled in large groups with tightly packed sightseeing schedules, today's travellers are increasingly independent, digitally connected and experience driven. They are looking for destinations that offer authenticity, culture, premium hospitality and memorable experiences rather than simply famous landmarks.
That shift plays directly into Saudi Arabia's strengths.
AlUla's ancient archaeological sites, the UNESCO-listed district of Historic Jeddah, the heritage of Diriyah, luxury Red Sea resorts and the cooler landscapes of the Asir Mountains provide a combination of history, nature and luxury that few destinations can replicate.
Rather than competing directly with traditional favourites such as Paris or London, Saudi Arabia is carving out its own identity as a destination offering experiences that are still relatively undiscovered by international travellers.
Becoming genuinely "China Ready"
Winning Chinese visitors involves more than opening new flight routes. Successful destinations increasingly adapt their services to meet traveller expectations, and Saudi Arabia has been steadily investing in becoming more welcoming for Chinese guests. Hotels and airports are introducing Mandarin-language signage, tourism operators are incorporating Chinese payment platforms, and destination marketing campaigns are increasingly being tailored for Chinese digital platforms and social media channels.
These changes may appear relatively small individually, but together they help remove friction throughout the travel experience. For Chinese travellers accustomed to seamless digital ecosystems, familiar payment methods and multilingual services often influence destination choices just as much as attractions themselves.
Strong economics support the strategy
Saudi Arabia's tourism investment is already delivering measurable economic returns.
According to the World Travel & Tourism Council (WTTC), travel and tourism contributed approximately US$178 billion to the Kingdom's economy in 2025, making Saudi Arabia the largest tourism economy in the Middle East.International visitor spending increased by 8.2%, while the sector expanded by 7.4%, significantly outperforming global tourism growth.
Danielle Curtis, Regional Portfolio Director – UAE, RX, 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 the Kingdom continues to invest in connectivity, visitor experiences, hospitality, and cultural infrastructure under Vision 2030, we are seeing increasing alignment between Saudi Arabia’s tourism ambitions and evolving Chinese traveller preferences.
WTTC also reported a sharp increase in business travel expenditure, reflecting Saudi Arabia's growing position as a regional centre for investment, exhibitions and international conferences. As commercial relations between Saudi Arabia and China continue to deepen, business travel is expected to complement rising leisure demand, creating year-round opportunities for airlines, hotels and event organisers.
A market worth competing for
China remains one of the world's most valuable outbound tourism markets, not simply because of its size but because of its spending power. Chinese travellers typically generate higher expenditure across luxury accommodation, premium shopping, fine dining and organised experiences than many other visitor segments. Dragon Trail International estimates that Chinese leisure spending across the Middle East could grow by around 130% between 2024 and 2030, underlining why destinations across the region are competing aggressively for market share. For Saudi Arabia, attracting more Chinese visitors supports multiple objectives simultaneously. It diversifies inbound tourism beyond neighbouring GCC markets, strengthens airline networks, boosts hotel occupancy and supports the broader ambitions of Vision 2030.
The opportunity ahead
Saudi Arabia's tourism transformation has often been viewed through the lens of billion-dollar developments and record-breaking projects. Yet the real success of Vision 2030 will ultimately depend on attracting visitors willing to experience—and spend within—the Kingdom. Improved connectivity, supportive government policies, tailored visitor services and evolving traveller preferences have created favourable conditions for sustained growth. While competition from established destinations remains strong, Saudi Arabia now offers something increasingly valuable in global tourism: a destination that still feels new.
For the travel industry, that presents opportunities well beyond visitor arrivals. Airlines can expand routes, hotels can tailor products, tour operators can create specialised itineraries and retailers can tap into one of the world's highest-spending traveller segments.
If current momentum continues, China is unlikely to remain simply another international source market. Instead, it could become one of the defining drivers of Saudi Arabia's tourism economy over the next decade, helping the Kingdom turn its Vision 2030 ambitions into commercial reality.
