Research conducted by Oxford Economics predicts that outbound travel from China will nearly double this year, compared to 2023, and will only be 22% below its pre-pandemic peak of 155 million tourists in 2019.

These tourists spent over $250 billion overseas. Full recovery of Chinese tourism is expected to happen in 2025, with the MENA being the first region globally to recover its Chinese inbound market.

Arabian Travel Market (ATM) 2024, which will be held from 6-9 May at Dubai World Trade Centre (DWTC), is expected to welcome twice the number of Chinese exhibitors and travel professionals compared to its 2019 show, underscoring the prediction of the MENA becoming the first region to recover its Chinese inbound market.

China lifted its COVID-related travel restrictions on January 8, 2023, allowing Chinese tourists to travel abroad without having to quarantine upon their return.

Bookings for overseas travel during the Chinese New Year reportedly soared by 540% compared to the same period in 2022, according to data from the Chinese travel site Trip.

Danielle Curtis, Exhibition Director ME, Arabian Travel Market, commented, “Last year, some analysts were predicting that the Chinese outbound market would recover to around six million per month by the summer of 2023, driven in part by the pent-up demand especially from young, affluent Chinese.

However, that rebound wasn’t as great as many tourism professionals had hoped for, and now analysts are confident that this year we could see Chinese visitor numbers double year-on-year, with major destinations in the Middle East recovering quicker than any other internationally, especially for luxury travel.”

Curtis added, “That sentiment has also been borne out by the latest spending data for the 2024 Chinese New Year. According to Chinese payment platform Alipay, the number of Chinese overseas transactions was 7% higher than those recorded in 2019.

The most popular MENA destinations include Dubai, Saudi’s AlUla, Egypt, and Jordan – Dubai alone welcomed more than one million Chinese visitors in 2019.”

Chinese participation at ATM 2024 is expected to more than double compared to ATM 2019, with new exhibitors that include private sector companies such as Heytrip International, Jiangsu Intelligence Equipment Co, Flightroutes24 Travel Company Ltd, Feeyo Technology, and anticipated destination representation from Macao Government Tourism Office, China Cultural Centre in the UAE, and the Hongkong Tourism Board.

ATM is also organising a dedicated conference session on this key market in its Global Stage, entitled ‘Capitalising on China’s Predicted Tourism Surge’, in association with Huawei.

This session, which takes place on Monday 6th May from 15:10 to 15:50, will explore the changing trends, cultural preferences, and the role of mobile marketing and tourism predictions in the Chinese tourism market.

In line with this year’s show theme ‘Empowering Innovation: Transforming Travel Through Entrepreneurship’, other highlights at the 31st edition of ATM include entrepreneurship-focused sessions as well as dedicated sessions for other key source markets such as India and the Americas.

As well as showcasing a range of event features based around the theme, informative content will be delivered across the Global Stage and the new Future Stage at ATM 2024, led by respected industry keynote speakers and thought leaders.

Held in conjunction with Dubai World Trade Centre, ATM 2024’s strategic partners include the Dubai Department of Economy and Tourism (DET), Destination Partner; Emirates, Official Airline Partner; IHG Hotels & Resorts, Official Hotel Partner, and Al Rais Travel, Official DMC Partner.

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The country has topped the United Nations Tourism ranking for the growth of international tourist arrivals in 2023 compared to 2019 among the countries hosting major tourism destinations.

Saudi Arabia saw a 56% rise in inbound tourism in 2023, compared to 2019, as per the January report by the United Nations Tourism.

The report also indicated that the Kingdom has achieved a remarkable tourism recovery rate of 156 percent in the number of tourist arrivals during the year 2023 compared to 2019.

The tourism sector in Saudi Arabia has achieved remarkable success and played a vital role in positioning the country as a leader in the Middle East region’s global tourism recovery. In fact, the Mideast region has outdone all other regions by surpassing pre-COVID-19 growth levels and achieving a 122 percent recovery rate in international tourist arrivals during the year 2023, compared to the year 2019.

According to the UN Barometer report, there was a noticeable increase in inbound and domestic visitors to several tourist destinations in the Kingdom in 2023.

According to the balance of payments data issued by the Saudi Central Bank (SAMA), inbound tourists and visitors spent over SR100 billion in Saudi Arabia during the first three quarters of 2023. This marks a new record for the country in terms of tourist spending.

According to a UN report, the Kingdom’s tourism industry has experienced a significant increase in the number of tourist arrivals. This growth is attributed to the country’s diverse and attractive tourism options, which have garnered the confidence of travelers worldwide..

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Saudi Arabia has recently attracted around $13 billion in private investments for its developing tourism industry, positioning the country as an upcoming travel destination.

These investments are expected to bring in between 150,000 to 200,000 new hotel rooms within the next two years, as part of the country’s ambitious plans to expand its tourism offerings.

Princess Haifa Al Saud, Saudi Deputy Minister of Tourism, mentioned in an interview with Bloomberg that the Kingdom aims to increase tourism revenues to $85 billion this year, up from around $66 billion in 2023.

This initiative aligns with Crown Prince Mohammed bin Salman’s broader economic vision, which seeks to diversify the nation’s income streams beyond oil and include sectors like sports and technology.

Currently, the tourism sector contributes 4.5% to the GDP, and the country aims to increase its contribution to 10% by 2030 by including ways to add a to Boost in tourism.

The government is investing heavily in large-scale development projects such as the Qiddiya Entertainment City and has also made significant investments in football, further enhancing its global appeal as a travel destination.

Saudi Arabia is the only bidder for hosting the 2034 World Cup. In 2023, the country welcomed 100 million tourists, mostly domestic travelers, with international visitors accounting for about 27 million.

The majority of these arrivals were for religious or business purposes, although leisure travel is expected to increase as several major tourism projects are still underway.

The government’s vision is to secure up to $80 billion in private tourism investment by 2030, along with a plan to invest about $800 billion in the sector over the next decade.

More on Vision2023:

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According to an analysis of General Authority for Statistics data by the Ministry of Economy and Planning, non-oil activities in Saudi Arabia reached a milestone, achieving a 50% share of the country’s real GDP in 2023, the highest level ever recorded. 

This translates to a non-oil economy worth SAR1.7 trillion (approximately $453 billion) at constant prices, powered by consistent growth in investment, consumer spending, and exports. 

The significant contribution from non-oil sectors is attributed to a surge in private-sector investment over the past two years, with a growth rate of 57%. 

The report states that this growth pushed private investment to a record high of SAR959 billion ($254 billion) in 2023, with arts and entertainment activities leading the pack with an exceptional 106% growth between 2021 and 2022. 

Other sectors such as accommodation, food services, transportation, and storage also witnessed robust growth, expanding by 77% and 29%, respectively. 

The ministry stated in its report that “the growth in non-oil activities during 2023 is noteworthy for its diversity and momentum across various sectors. 

Social services, including healthcare, education, and entertainment, saw a 10.8% increase, followed by transportation and communication (3.7%) and trade, restaurants, and hotels (7%).” 

Real service exports, primarily driven by tourist spending, have skyrocketed over the past two years, experiencing a growth rate of 319%. 

This reflects the significant impact of Saudi Arabia’s transformation into a global tourism and entertainment destination, further propelling economic diversification and growth engines. 

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The Saudi Tourism Authority (STA) has signed an MoU with Switzerland Tourism to bolster collaboration in the tourism sector.

According to SPA, a first-of-its-kind Memorandum of Understanding (MoU) has been signed between the tourism entities of Saudi Arabia and Switzerland. The objective of this agreement is to promote the development of the tourism industry, facilitate mutual promotion, and enable collaborative tourism projects between the two countries.

This agreement sets a new precedent for international tourism cooperation.
The report emphasizes that particular tourism sectors like marine activities, culture and heritage, and rural tourism will receive special attention. This will be done through combined marketing efforts to attract travelers who are seeking unique experiences.

This will be achieved through amplified cooperation between local tourism agencies and operators, providing opportunities for further partnerships and value between Saudi Arabia and Switzerland.

The strategic promotion aims to showcase KSA and Switzerland as leading destinations for tourism that cater to every tourist.
Additionally, Switzerland Tourism and STA will collaborate to leverage alternative technology in the industry and provide visitors with a more seamless travel experience.

Livio Goetz, lead of management of gulf countries in ST said “Saudi Arabia holds great importance as a key market for ST, being the largest market within the GCC. Notably, 40% of all overnight stays in the GCC are generated from Saudi Arabia”.

“Last year, the number of visits from Switzerland to Saudi Arabia increased by 84%. This new agreement will build on that progress with increased collaboration that unlocks valuable growth opportunities for both countries,” he noted.

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Saudi authorities have announced that the Principality of Eastern Region has signed an agreement with one of the subsidiaries of the Saudi sovereign wealth fund PIF to develop a project called THE RIG.

The investment agreement includes the construction, development, operation, and maintenance of a tourist and visitor station, a marina for yachts and seaplanes, helipads, and other supporting activities to serve the project.

This information was reported by SPA.

The deal was signed in the presence of Governor of the Eastern Region, Prince Saud bin Naif bin Abdulaziz, at a ceremony in Dammam.

The project aims to invest in marine activities and develop unique tourism and entertainment destinations.

This announcement follows the launch of a package of investment projects worth SAR18 billion ($4.8 billion) by Prince Saud.

THE RIG will include several key projects such as hotels, amusement parks, water sports facilities, as well as other adventures and stations with facilities to serve visitors and tourists.

The platform will also feature three hotels and eleven restaurants. It is considered the first tourist destination in the world inspired by offshore oil platforms in the Arabian Gulf, making it unique on a global scale.

According to officials, the project includes an offshore platform in the middle of the Arabian Gulf and stations on Dammam Corniche, the Cultural Center, and Jubail Corniche.

The main project is a platform in the middle of the Arabian Gulf near Al Juraid Island. The project aims to represent a leap in entertainment, tourism, marine activities, and means of transportation, supporting elements of quality of life.

The agreement contributes to achieving the goals of Saudi Vision 2030, which is to raise the quality of life and develop economic diversification, according to the SPA report.

The Eastern Region had recently attracted significant investment capital and ranked first in attracting foreign investment, it added.

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A new Gulf tourism visa has been introduced to support the Saudi Arabian economy. This unified visa aims to promote tourism in the Gulf region and make it easier for visitors to travel between countries.

In November 2023, the Gulf Cooperation Council (GCC) approved a significant unified tourist visa that is set to launch between 2024 and 2025.

The permit, similar to the Schengen scheme, will enable tourists to travel across all six GCC member states: Oman, Bahrain, Kuwait, Qatar, Saudi Arabia and the UAE.

Quotes about the Unified Gulf Visa:

During the 40th meeting of the organization’s interior ministers in Muscat, Oman, Jassim Mohammed Al-Budaiwi, GCC secretary-general, announced the new visa on November 9.

He added “The unified Gulf tourist visa is a project that will contribute to facilitating and streamlining the movement of residents and tourists between the six GCC countries and will, undoubtedly, have a positive impact on the economic and tourist sectors,”

In November 2023, the World Bank published a report titled “Economic Diversification Efforts Paying off in GCC Region but More Reforms Needed”. According to this report, the GCC region is expected to grow by 1% in 2023, followed by a growth of 3.6% and 3.7% in 2024 and 2025, respectively.

“To sustain the current economic growth, GCC countries need to maintain responsible macroeconomic management, stay devoted to structural reforms, and concentrate on boosting their non-oil exports,” stated Safaa El Tayeb El-Kogali, the World Bank’s country director for the GCC.

Saudi Arabia’s Tourism Authority Spokesperson and Corporate Communications Director Abdullah Al-Dakhil stated that:

“Saudi is booming, with the Saudi Central Bank recently announcing that visitor spending exceeded SR100 billion ($26.66 billion) in the first three quarters of 2023 and UNWTO recognizing the Kingdom as the world’s second-fastest-growing tourist destination,”

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Al Ayuni, a Saudi-based investment and contracting company recently announced that it was awarded $532 million in contracts by Diriyah Company which is part of Saudi Arabia’s PIF (sovereign wealth fund).

Al-Ayuni is a contractor in Saudi Arabia that has been providing services since 2006, operates in a variety of business sectors, including roads and bridges, railway, building, marble and mining, energy, water and power, as well as real estate industries.

Recently, Diriyah Company Group CEO Jerry Inzerillo signed a contract with Al Ayuni CEO Engineer Waleed Hamad Albathe at the Public Investment Fund and the Private Sector Forum held in Riyadh.

The company also secured a design and build contract from Roshn Group, a leading developer in the kingdom powered by Saudi Sovereign Wealth Fund (PIF), for public facilities and residential units within the Al Falwa community in the Eastern Province. Al Bathe signed the contract with senior Roshn officials at the PIF and Private Sector Forum.

Al Ayuni compeleted Projects:

The company has completed multiple mega-projects in the Kingdom of Saudi Arabia such as:

Sharma to Tabuk road upgrade: which involved the construction of 30 km of road works and ancillary works.

Tabuk Madina expressway: it involved the construction of 40 km Expressway Road works, including 18 bridges and 48 culverts.

Arafat infra project: The construction of a 80 km road including 10 bridges, 30 culverts and an infra development tent with storm drainage network and other utilities.

More projects are being constructed by Al-Ayuni company in plans for Saudi Arabia’s Vision2030.

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