Saudi Arabia launches tourism festival in Beijing aiming to attract more Chinese visitors

Ahmed Al-Khateeb, the Saudi minister of tourism, officially launched the Saudi Travel Festival at Tiantan Park in Beijing on Thursday.

The event is part of Saudi Arabia's efforts to attract Chinese tourists to experience the kingdom's rich cultural heritage.

Running from October 18 to 26, the festival offers an immersive experience for Chinese travelers. It features interactive cultural booths, live performances and exclusive travel promotions for the winter holidays.

Visitors are invited to explore life-like backdrops of iconic Saudi landmarks, such as Diriyah, AlUla and Al Baha, through interactive booths.

Guests can also witness live demonstrations of sadu weaving, an ancient Saudi art form, and enjoy traditional Saudi music and dance performances.

"We are thrilled to share the best of Saudi tourism and culture with the Chinese people," said Al-Khateeb. "This festival demonstrates our commitment to creating tailored experiences that position Saudi Arabia as a premier holiday destination for Chinese travelers."

The Saudi Tourism Authority (STA) emphasized its dedication to making Saudi Arabia a welcoming and accessible destination for Chinese tourists.

Fahd Hamidaddin, CEO of the STA, highlighted the growth in the number of Chinese travelers visiting Saudi Arabia between 2023 and 2024, which has more than doubled.

"We are continuously enhancing our offerings to be 'China-friendly' by prioritizing safety, sustainability and immersive cultural experiences," he said.

As part of the initiative to make Saudi Arabia more accessible to Chinese travelers, a dedicated WeChat mini program was launched, offering personalized travel assistance in Mandarin.

Additionally, a collaboration with UnionPay ensures seamless payment solutions for visitors from China.

Saudi Arabia has also streamlined its visa process with a convenient e-visa system.

Connectivity between the two countries has been significantly bolstered over the years. Direct flights connect four major Chinese cities (Beijing, Shanghai, Guangzhou and Shenzhen) to Jeddah, Riyadh and Dammam through prominent airlines like Saudia, Air China, China Eastern and China Southern.

A new Cathay Pacific route from Hong Kong to Riyadh is set for launch on October 28.

(Cover: Ribbon-cutting ceremony of the Saudi Travel Festival, Beijing, China, October 17, 2024. /Saudi Tourism Authority)