Saudi Arabia launches travel campaign in China

Saudi Tourism Authority (STA) launched the largest integrated travel campaign in China ‘Embark on a Journey of Discovery to Saudi’ at the Shanghai Bund Waterfront.

The event was attended by Jin Lei, Deputy Director General of the Shanghai Municipal Administration of Culture and Tourism, Alhasan Aldabbagh, President of APAC Markets including over 400 trade partners, media and influencers, and the Chinese public were invited to explore the rich and diverse tourism offerings of Saudi.

The campaign marks the largest integrated travel campaign launched by Saudi in China, starting with a week-long Saudi Tourism Exhibition, a celebration of Saudi’s culture, heritage, and natural beauty on the Shanghai Bund waterfront, from November, inviting guests to experience mystical Saudi through immersive experiences, storytelling, and live performances. So far, the exhibition has welcomed over 80,000 visitors.

In addition to the consumer marketing campaign, a series of Saudi experience films have launched on national TV and all major digital China platforms such as Ctrip, Huawei, Mafengwo, and Tencent, reaching and connecting with over five hundred million Chinese citizens. The films intend to showcase the rich experiences Chinese travelers can look forward to upon visiting Saudi and is further available on VisitSaudi.CN website and STA’s social media channel.

Starting from Nov.17, destination experience videos were launched, enabling digital travelers to visit scenes such as a traditional Bedouin tent complete with camel caravans and stargazing; tour the historic Diriyah, Al Masmak Fortress, and the colourful Souk Al Zel; learn to create Arabian fragrances; fly over AlUla in a hot-air balloon; go on a cross-country adventure in a vintage Land Rover; and snorkel in the Red Sea.

Fahd Hamidaddin, CEO of the Saudi Tourism Authority, stated: “As one of the largest and fastest-growing sources of outbound tourism in the world China is a key strategic market for Saudi Arabia.

“That’s why we are absolutely thrilled to be launching our largest ever integrated travel campaign in the country - showcasing the diverse and unique wonders of the Kingdom to our Chinese friends.

“We have already welcomed more than 100,000 Chinese visitors so far in 2023 and our Vision 2030 ambition is to welcome five million travellers annually by 2030.