Saudi Arabia’s domestic tourism spend grew 5% year-on-year despite an unpredictable first half of 2026, signalling continued resilience in the Kingdom’s tourism sector as the inaugural WTM Spotlight Riyadh opened in the Saudi capital. Newly appointed CEO of the Saudi Tourism Authority (STA) Ageel AlShaibani revealed the figure while opening the destination-focused event on behalf of Ahmed Al-Khateeb, Saudi Arabia’s Minister of Tourism. The first WTM Spotlight Riyadh has brought together senior tourism leaders, international travel buyers and Saudi tourism businesses, creating a new platform for commercial partnerships while showcasing the Kingdom’s rapidly expanding portfolio of destinations and experiences.
“Saudi's tourism sector continues to demonstrate resilience and strength, even amid an unpredictable first half of 2026. Domestic tourism spend grew by 5% year-on-year, underscoring the depth and durability of our market. A signal of our enduring confidence and resolve,” AlShaibani said. The event comes at a significant moment for AlShaibani, who has recently taken over as STA CEO. “I’m delighted to begin my tenure as the new CEO of the Saudi Tourism as Saudi hosts the inaugural WTM Spotlight Riyadh, an important time to bring our global partners closer to the momentum here, and to work together to convert growing demand into lasting opportunity,” he added.
WTM Spotlight Riyadh is focused on connecting international buyers directly with Saudi tourism businesses, allowing both sides to build commercial relationships, explore emerging traveller demand and develop new products and programmes that can be sold across international markets. The opening day saw travel buyers and industry stakeholders examine opportunities around destination development and the creation of new itineraries and experiences across the Kingdom.
Through its “Saudi, Welcome to Arabia” branding, STA is showcasing a tourism offering that has broadened considerably as new destinations and hospitality projects come to market. The portfolio spans cultural and heritage attractions, coastal escapes, luxury hospitality, nature and outdoor experiences, entertainment and emerging destinations, giving international travel partners an increasingly diverse range of Saudi products to package and promote.
The gathering also reflects the next stage of Saudi Arabia’s tourism push, with the emphasis extending beyond building destination awareness towards giving international travel partners the relationships, products and tools needed to translate interest in the Kingdom into actual bookings and visitation. At the same time, the 5% rise in domestic tourism spending points to continued demand within Saudi Arabia itself, adding another layer of resilience to the sector.
WTM Spotlight Riyadh continues until 10 September, with STA holding industry meetings and trade engagements throughout the event. Its participation forms part of the authority’s wider efforts to strengthen relationships with the global travel trade, increase the international reach of Saudi destinations and help tourism partners convert growing demand into visitation across the Kingdom. With international buyers gathering in Riyadh and domestic tourism spending continuing to rise, the event places both sides of Saudi Arabia’s tourism growth story in focus: a strong home market alongside an increasingly ambitious effort to bring more international travellers to the Kingdom.
