Saudi Arabia Welcomes Chinese Tourists with Exceptional Experiences
Interview with Alhasan Aldabbagh, President of the Saudi Tourism Authority Asia-Pacific Region
Riyadh, Saudi Arabia — The Diriyah Development Authority has announced that the 2025 Diriyah Season will open on November 1, marking one of Saudi Arabia’s most anticipated cultural tourism events. This year’s season will feature an array of diverse cultural and artistic programs, showcasing the Kingdom’s unique charm as a global travel destination.
In an exclusive interview with China Tourism News, Alhasan Aldabbagh, President of the Saudi Tourism Authority (STA) Asia-Pacific region, stated that Saudi Arabia is determined to become the “first-choice destination” for Chinese travelers by continuously unlocking its cultural and tourism potential.
“Saudi Arabia offers a profound historical heritage and stunning natural wonders,” said Aldabbagh. “We are constantly innovating to blend tradition with modernity, nature with luxury — creating unforgettable experiences for Chinese tourists.”
Aldabbagh described Saudi Arabia’s tourism highlights with great enthusiasm.
Located northwest of Riyadh, the ancient Diriyah is the birthplace of the Kingdom. In Jeddah’s Al-Balad Old Town, colorful houses, Arabic folk music, and street food create a vibrant cultural atmosphere. AlUla, home to Saudi Arabia’s first UNESCO World Heritage Site — Hegra, preserves traces of ancient human civilization.
He added that the “Hi Home Experience” program has become a favorite among Chinese tourists:
“Visitors are welcomed into local homes, dress in traditional clothing, learn to cook Arabic dishes, and truly immerse themselves in Saudi daily life,” said Aldabbagh.
Global Campaigns and the Power of Sports
In September 2024, the STA launched a global campaign themed “I Came for Football, I Stayed for the Spectacle,” with global football star Cristiano Ronaldo (CR7) as ambassador. The campaign leverages social media and digital platforms to highlight Saudi Arabia’s “extraordinary calendar” of year-round events.
“Many people know Saudi Arabia because of CR7, but we want to show much more,” Aldabbagh said. “From the Esports World Cup to Formula 1, from art exhibitions to music festivals, there’s always something happening. During this year’s Esports World Cup, 80 % of international visitors came from China — an incredibly encouraging sign.”
Red Sea Project: A Model for Sustainable Luxury
Aldabbagh emphasized the Red Sea Project as one of the world’s most ambitious regenerative tourism developments, combining ecological preservation with luxury experiences.
“The Red Sea coastline stretches over 1,800 km, with pristine beaches, majestic mountains, mangroves, and one of the world’s largest coral reef systems,” he explained. “Luxury resorts like The St. Regis Red Sea are already open, and 11 new high-end properties are planned by the end of the year.”
Saudi Arabia will also unveil new attractions such as Aquarabia, featuring the world’s tallest water coaster, and Six Flags Qiddiya, which will offer the world’s highest, fastest, and longest roller coaster — thrilling destinations for adventurous travelers.
China Becomes a Key Source Market
According to STA’s latest data, 212,000 Chinese tourists visited Saudi Arabia in 2024 — a 52 % increase from 2023 — making China one of Saudi Arabia’s major source markets.
To welcome more visitors, Saudi Arabia has implemented its “China-Friendly Tourism Initiative” to ensure comfort and convenience at every step. Chinese signage has been introduced at airports and major attractions, while over 30 destination-management companies now employ Chinese-speaking staff to provide tailored services.
Chinese visitors can also use familiar payment methods such as UnionPay and WeChat Pay. Meanwhile, direct flights between the two countries have expanded to over 30 per week, linking Riyadh, Jeddah, and Dammam with Beijing, Shanghai, Guangzhou, Shenzhen, Hong Kong, and Haikou.
Saudi Arabia has also introduced Chinese language education nationwide, with 100 schools already offering Chinese courses — a number that continues to grow.
“Language is the bridge of understanding,” Aldabbagh noted. “This initiative reflects our sincere welcome to Chinese tourists.”
Partnership under Vision 2030 and the Belt and Road Initiative
Tourism is a key pillar of Saudi Vision 2030, aimed at diversifying the economy and reducing reliance on oil. Aldabbagh pointed out that Vision 2030 aligns closely with China’s Belt and Road Initiative, promoting diversified development and shared prosperity.
“Saudi Arabia continues to improve its investment environment for Chinese investors and operators,” he said. “The deep involvement of Chinese enterprises has injected new energy into our tourism industry.”
Chinese companies have played an active role in developing Saudi tourism projects such as NEOM and Qiddiya, and partnerships have been established with Huazhu, Jin Jiang, and Trip.com Group.
“In November, Radisson Select, under Jin Jiang Group, will open its third hotel in Riyadh,” Aldabbagh revealed.
A Shared Journey Forward
Looking ahead, Saudi Arabia will continue to work hand in hand with Chinese tourism partners to enhance services and create unforgettable memories for every Chinese traveler.
“We want every visitor to leave with fond memories of the ‘Heart of Arabia’,” concluded Alhasan Aldabbagh.
