On the first day of World Travel Market (WTM) 2025 in London, Saudi Arabia, led by the Saudi Tourism Authority, showcased developments in tourism and opportunities for cooperation with 71 institutions and organizations.

The “Saudi Land” stand area set up as part of WTM showcased ongoing tourism investments in different regions of the country, the cultural and sporting events calendar, and new destinations and tourism projects. Saudi Arabia, which welcomed approximately 116 million visitors in 2024, reached 60.9 million visitors in the first half of 2025.

Abdullah Alhagbani, Director of Partnerships and Regulatory Affairs at STA, said in his assessment during the event, "This year, we are participating in WTM with 71 business partners and have planned approximately 500 meetings with industry representatives. Our goal is to strengthen existing partnerships and support sustainable growth in tourism by creating new areas of cooperation. Last year, our event calendar featured over 1,000 events, and this year we will continue this momentum with the Unreal Calendar. With its compelling destinations, Saudi Arabia offers unique opportunities for cooperation, innovation, and shared growth."

At the stand, visitors were provided with detailed information about various destinations in the country, cultural programs, sporting events, and package options for travel enthusiasts.

During the event, a total of nine cooperation agreements were signed with seven institutions from the Saudi Arabian tourism sector, as well as with Saudia Holidays and TUI Group by STA.WTM 2025 stands out as an important platform for Saudi Arabia to establish new connections within the international tourism network, share sectoral developments, and advance investment and cooperation discussions.