Saudi Arabia is making significant strides to connect with Chinese tourists as a key part of achieving its tourism goals under the ambitious “Vision 2030” economic diversification agenda. The country is taking bold steps to attract 100 million international and domestic tourists annually by 2030, contributing over 10% of its GDP. China, with its massive outbound travel market, holds immense potential for Saudi Arabia to diversify its tourism landscape and significantly boost revenue.
Why Are Chinese Travellers Crucial For Vision 2030?
Launched in 2016, Saudi Vision 2030 aims to diversify the economy and reduce reliance on oil. Tourism lies at the heart of this transformation, and China, which had over 155 million international travellers in 2019, is one of the largest tourism markets globally.
Capturing even a fraction of these travellers is critical for Saudi Arabia’s plans to boost tourism revenues and create a sustainable, diversified economy.
Chinese tourists are also known for their significant spending power. According to the United Nations World Tourism Organisation (UNWTO), Chinese travellers spent over USD 254 billion globally in 2019, making them the world’s largest outbound tourism market.
Saudi Arabia hopes that by attracting these travellers, it can increase its share of global tourism spending and position itself as a top travel destination.
Making Travel Easier For Chinese Tourists
To better attract Chinese tourists, Saudi Arabia has rolled out initiatives to simplify travel. A key move has been the introduction of a streamlined e-visa system. Introduced in 2019, the Saudi e-visa is now easier for Chinese travellers to access, ensuring a smooth entry process.
In 2023, Saudi Arabia signed agreements with popular Chinese travel platforms like Ctrip and Alitrip to promote Saudi destinations and provide tailored travel packages for Chinese tourists.
Saudi Arabia’s Ministry of Tourism has also set up dedicated Chinese-language customer service channels for smoother communication.
Digital payment systems, including WeChat Pay and Alipay, have been integrated to make transactions more convenient for Chinese visitors, addressing a crucial preference for these tourists.
Cultural, Heritage, And Futuristic Mega Projects
Saudi Arabia has focused heavily on promoting cultural and heritage tourism to attract Chinese travellers. Chinese tourists often favour destinations with rich historical and cultural experiences, and Saudi Arabia aims to position itself as a cultural hub in the region.
One of the most iconic cultural sites is the ancient city of Al-Ula, developed as a central cultural destination under Vision 2030. Al-Ula’s stunning desert landscapes, historical artifacts, and archaeological sites offer an immersive cultural experience.
The Winter at Tantora festival, hosted annually in Al-Ula, was specifically promoted to Chinese audiences in 2023 and saw significant interest among culturally curious tourists.
The Diriyah Gate Development, known as the “Jewel of the Kingdom,” is another key heritage site promoted to Chinese travellers. Diriyah, with its cultural centres and historical sites, helps connect Chinese visitors to the deep cultural heritage of Saudi Arabia.
The Red Sea Project and NEOM are major components of Saudi Arabia’s tourism ambitions. The Red Sea Project, focusing on luxury and eco-friendly tourism, targets high-end travellers seeking exclusive experiences, while NEOM aims to redefine urban living through artificial intelligence, renewable energy, and smart infrastructure.
In 2024, Saudi Arabia launched promotional campaigns in Chinese cities like Beijing, Shanghai, and Guangzhou, emphasising NEOM’s futuristic vision and the pristine beauty of the Red Sea coastline. These initiatives are designed to entice affluent Chinese tourists who seek luxury and innovation.
Strengthening Relations Further
The bilateral relationship between Saudi Arabia and China continues to play an essential role in boosting tourism. During President Xi Jinping’s visit to Saudi Arabia in December 2022, the countries signed several agreements, enhancing cooperation in tourism, aviation, and cultural exchange. This has led to increased direct connectivity between the two countries.
Saudia Airlines and China Southern Airlines have introduced direct flights connecting major cities such as Riyadh, Jeddah, Beijing, and Shanghai. By 2024, flight frequencies had increased, making travel between Saudi Arabia and China more convenient and fostering tourism growth.
Saudi Arabia is also tailoring experiences to meet Chinese tourists’ needs. Many of the country’s travel packages now include Chinese-speaking guides, cultural insights, and local cuisine options tailored to Chinese tastes. Hotels across Riyadh, Jeddah, and other key cities have introduced Chinese breakfast options and trained staff in basic Mandarin to help make Chinese visitors feel more comfortable.
The “Riyadh Season 2024” event included dedicated zones for luxury shopping aimed at high-spending Chinese tourists. The combination of entertainment festivals, cultural immersion, and shopping creates a well-rounded experience that makes Riyadh an attractive destination.
Saudi Arabia has launched targeted marketing campaigns through Chinese social media platforms like Weibo, Douyin (the Chinese equivalent of TikTok), and WeChat. These campaigns often feature influencer partnerships to showcase Saudi Arabia’s diverse landscapes, bustling cities, and rich heritage.
In 2023, well-known Chinese travel influencers visited Saudi Arabia, sharing their experiences and generating interest among millions of followers.
Summarising The Economic Impact
The efforts are beginning to pay off. According to Saudi Arabia’s Ministry of Tourism, the number of Chinese tourists visiting Saudi Arabia increased by 35% in the first half of 2024, compared to the same period in 2023. The Ministry aims to welcome over four million Chinese tourists annually by 2030, which will be a significant contribution towards the overall target of 100 million annual visitors.
Chinese tourists have also contributed heavily to local businesses, with noticeable growth in spending in luxury retail and hospitality sectors. Al-Turaif, a UNESCO World Heritage site, has been a popular attraction, drawing nearly 20% of its international visitors from China in 2023.
Despite considerable progress, challenges remain in attracting a larger share of Chinese tourists. The competition from more established destinations in Europe and Asia, language barriers, and cultural differences can pose difficulties. However, Saudi Arabia’s approach, focusing on connectivity, tailored experiences, and marketing, has laid the groundwork for overcoming these hurdles.
Looking ahead, Saudi Arabia plans to enhance its tourism offerings by developing smart cities, expanding transport networks, and simplifying visa processes further. The Kingdom also intends to target younger travellers from China, particularly millennials and Gen Z, who are more inclined to explore new destinations and engage in unique experiences.
“Vision 2030” aims to transform the Kingdom from an oil-reliant economy into a major global tourism hub. Chinese travellers are at the core of this transformative vision. By focusing on tourism infrastructure, streamlining visa processes, promoting cultural heritage, and creating better travel connections, Saudi Arabia is positioning itself as a highly attractive destination for Chinese tourists.
The growing number of Chinese visitors highlights the effectiveness of these efforts and points to a bright future as Saudi Arabia continues its journey towards economic diversification and sustainable tourism growth.