Interview: Fahd Hamidaddin - Chief Executive Office of Saudi Tourism Authority

Discovering Saudi: the last unexplored leisure tourism frontier

In 2019, Saudi Arabia opened its doors to the world. What was once a country known almost exclusively for being the birthplace of Islam, now offers an unrivalled tourist experience like no other.

Since then, Saudi has witnessed incredible growth, with a post-pandemic tourism recovery that has outpaced its G20 counterparts, growing at 121% YoY, according to the UNWTO.

Tourism is a key part of Saudi’s Vision 2030 – an unprecedented, transformative economic and social reform blueprint that is diversifying the economy and opening Saudi up to the world. Chinese travelers are expected to play an important role in fulfilling this vision as Saudi aims to welcome 3 million Chinese visitors by 2030 making China the 3rd source market for Saudi.

Beyond the mystique around Saudi, what can a leisure traveler expect on arrival?

As Fahd Hamidaddin, CEO at Saudi Tourism Authority, states: “Saudi is growing at the speed of light – the world’s biggest tourism developments are in Saudi and there is so much more to be done.”

Fahd Hamidaddin, Chief Executive Officer and a Member of the Board of the Saudi Tourism Authority

A deeper conversation with Fahd Hamidaddin unveils what’s new in Saudi and how Saudi Tourism Authority is prioritizing Chinese travelers. 

The transcript is as follows:

Q: Why do you think Saudiis a great destination for Chinese travelers?

Fahd Hamidaddin: Saudi is witnessing a transformation like no other and is building one of the most dynamic and diverse year-round global tourist destinations. Today, it is outperforming every expectation and setting the pace for the global tourism sector.

Offering over 100 bespoke products to the Chinese market, Saudi is set to become a leading tourism magnet for Chinese travelers seeking to enjoy distinctive experiences, ancient Arabian culture and unique heritage, a place unlike any other tourist destination.

Saudi, which has been ranked by the World Economic Forum as one of the world's safest countries, boasts over 10,000 archaeological sites and seven culturally significant UNESCO World Heritage sites, such as Al Balad in Jeddah and Hegra in AlUla – the principal southern city of the ancient Nabataean Kingdom.

It is deeply committed to sharing its unique Arabian story with the world, and  offers trips that are easily customizable. For example, luxury travelers have unrivalled opportunities to take a helicopter ride over the ancient AlUla or dine at Bujairi Terrace in Diriyah – a 300-year-old UNESCO World Heritage Site and birthplace of the modern Saudi state – which features over 21 different brands, and four Michelin-starred restaurants such as Bruni, Tatel, Hakkasan, and Long Chim.

This year, Saudi is set to dramatically expand its infrastructure at the picturesque and unspoiled Red Sea coast, which is one of the most ambitious tourism developments in the world. From pristine coral reefs to luxury culinary experiences, Saudi looks forward to welcoming Chinese travelers to experience the idyllic setting of the Red Sea coast and enjoy luxurious stays at renowned hotels such as Nujuma Ritz Carlton Reserve, St Regis, and the Six Senses.

With its vibrant tapestry of ancient wonders and globally unique experiences, Saudi is ready to provide Chinese explorers with the holiday of their dreams.

Q: Could you tell us more about the strategy to tap into the China tourism market?

Fahd Hamidaddin: Together, Saudi and China are jointly unlocking boundless opportunities for growth and collaboration, and Saudi is delighted to extend a warm invitation to Chinese travelers to discover mystical Arabia. In March, Saudi signed a historic agreement with one of the leading Chinese travel agencies, Trip.com, which will showcase Saudi as a unique and exciting travel destination to the Chinese market. This agreement has been underpinned by the continuous rollout of China-specific travel packages that highlight the very best of Saudi’s ancient culture, authentic history, diverse landscapes, and pristine coastline.

Saudi is committed to sharing its incredible tourism offering with its Chinese friends. As the true home of Arabia, Saudi offers an experience like no other, and is waiting to be discovered. From luxury shopping to gastronomic experiences and adrenaline-filled adventures in the heart of Arabia, Chinese travelers will find what they are looking for in Saudi, and much more.