London: The Kingdom, represented by the Saudi Tourism Authority, inaugurated its participation in the World Travel Market (WTM 2025) in London with the opening of the ‘Saudi Land’ pavilion, held from November 4 to 6. The participation includes seventy-one partners from the Saudi tourism ecosystem, aiming to strengthen collaboration and pave the way for new strategic partnerships that will enhance the growth of the tourism sector.

According to Saudi Press Agency, the ‘Saudi Land’ pavilion serves as a gateway to explore the Kingdom’s most remarkable destinations – from the ancient heritage of AlUla to the modern vibrance of Riyadh, the cultural legacy of Jeddah, and the luxurious resorts of the Red Sea. The pavilion also highlights this year’s exceptional ‘Saudi Winter’ calendar, featuring the Formula 1 Grand Prix, the ‘Soundstorm’ music festival, Winter at Tantora, the Italian and Spanish Super Cups, and WWE wrestling shows. It also includes an interactive area dedicated to Riyadh Season activities.

The pavilion further showcases the international campaign featuring global football star Cristiano Ronaldo, which has elevated Saudi Arabia’s global position as a leading destination for tourism, sports, and entertainment. Additionally, it highlights the opening of several luxury tourism projects on Shura Island in the Red Sea, the launch of Six Flags Qiddiya City amusement park, and various cultural and entertainment events that reflect Saudi Arabia’s distinctive tourism identity.

The participation follows a record-breaking year in which the Kingdom welcomed around 116 million visitors in 2024 and achieved tourism spending exceeding $75 billion, reaffirming its status as one of the world’s fastest-growing travel destinations.