Saudi Arabia is making a remarkable push to attract more Chinese tourists. The Kingdom is aiming to achieve the ambitious target of attracting 3 million visitors from China each year by the year 2030. To achieve this, they are heavily investing in boosting their tourism offerings and marketing campaigns targeted at China.
Key Facts:
- Saudi Arabia aims to attract over 5 million Chinese tourists by 2030, up from just 140,000 in 2023
- The Kingdom is investing $800 billion to enhance its natural and cultural assets, with $500 billion earmarked for promoting tourism offerings in China
- China’s outbound tourism market reached nearly 155 million travelers in 2019 before the pandemic, representing a huge opportunity for Saudi Arabia
- Saudi Arabia has partnered with 700 Chinese entities, including Trip.com and WeChat, to market the destination to Chinese travelers.
Why is Saudi Arabia an Attractive Destination for Chinese Tourists?
“About 290,000 tourists from China had arrived in Saudi Arabia by April 2024, Jing Daily”
Saudi Arabia boasts a wealth of natural wonders, cultural heritage sites, and modern attractions that make it an enticing destination for Chinese tourists seeking unique and luxurious experiences.
Diverse Landscapes
“By 2025, the tourism industry was projected to contribute to Saudi Arabia’s economy over 86 billion U.S. dollars, Statistica”
From the snow-capped peaks of the Sarawat Mountains in the west to the turquoise waters of the Red Sea coast, Saudi Arabia offers a stunning array of landscapes for visitors to explore. The vast desert expanses of the Rub’ al Khali (Empty Quarter) provide opportunities for adventure activities like dune bashing, camel trekking, and stargazing.
In the south, the green mountains of Asir are a perfect summer retreat with their pleasant climate and picturesque villages. The historic oasis of Al-Ahsa in the east is home to over 2.5 million date palms and natural hot springs. This diversity of natural environments sets Saudi Arabia apart as a destination with something for every type of traveler.
Luxury Accommodations
The Ritz-Carlton, Riyadh
Saudi Arabia has been developing a range of high-end accommodations across the country to cater to the discerning tastes of Chinese tourists. Global luxury hotel brands like Ritz-Carlton, Four Seasons, and Banyan Tree have established properties in major cities and resort areas.
Many of these hotels incorporate elements of traditional Arabian design and hospitality, offering guests an authentic yet upscale experience. Desert camps and eco-resorts are also being developed to provide immersive lodging options in spectacular natural settings.
Vision 2030 Developments
Under the framework of Vision 2030, Saudi Arabia’s ambitious plan to diversify its economy, the Kingdom is investing in several mega-projects that will further enhance its appeal to Chinese visitors:
NEOM
“NEOM covers an area of approximately 26,500 square kilometers (10,230 square miles).”
Currently under construction in the northwest of the country, NEOM is a $500 billion futuristic city that will push the boundaries of urban living. With its own regulatory framework and judicial system, NEOM aims to attract businesses and talent from around the world to create a hub for innovation across sectors like technology, entertainment, and tourism.
Key tourism developments in NEOM will include luxury island resorts in the Red Sea, an outdoor adventure park, and the Trojena ski resort, which will host the 2029 Asian Winter Games. Upon completion, NEOM is expected to add 380,000 jobs and $48 billion to Saudi GDP by 2030.
The Red Sea Project
“Red Sea Project will create around 35000 jobs in its construction phase.”
Spanning 28,000 square kilometers along Saudi Arabia’s west coast, the Red Sea Project is envisioned as a luxury tourism destination centered around nature, culture, and wellness. The first phase will include 16 hotels and 3,000 rooms across five islands and two inland sites, with a dedicated airport to receive visitors.
With an emphasis on sustainable design and practices, the Red Sea Project will allow tourists to explore the area’s pristine coral reefs, untouched landscapes, and cultural sites. By 2030, the development is expected to host one million visitors annually, create 70,000 new jobs, and contribute $5.3 billion to the Kingdom’s GDP.
Diriyah Gate
“Diriyah Gate is a part of Saudia Arabia’s Vision 2030 program”
Located on the outskirts of Riyadh, Diriyah Gate is a $63 billion heritage-focused development that will showcase the history and culture of the first Saudi state. At its heart will be the UNESCO World Heritage Site of At-Turaif, meticulously restored to its 18th-century glory. The project will feature luxury hotels, museums, entertainment venues, and retail outlets celebrating Saudi heritage and architecture. A 15-square-kilometre wadi park will provide green spaces and recreational areas. By 2030, Diriyah Gate aims to attract 25-30 million visitors annually.
These developments, along with several other planned projects, will add to Saudi Arabia’s already considerable appeal and help position the Kingdom as a world-class tourism destination for Chinese visitors.
Saudi Arabia’s Efforts to Attract Chinese Tourists
Saudi Arabia aims to attract over 5 million Chinese tourists by 2030, up from just 140,000 in 2023
Recognizing the immense potential of the Chinese outbound tourism market, Saudi Arabia has launched a comprehensive campaign to promote the destination and welcome Chinese visitors.
5 Million Chinese Visitors by 2030
In 2023, Saudi Arabia hosted 140,000 Chinese tourists, a figure that the Kingdom aims to increase by more than twentyfold by 2030. To achieve this ambitious goal, the Saudi Tourism Authority (STA) has developed a targeted strategy to engage Chinese consumers and trade partners.
Central to this strategy is understanding the unique preferences and behaviors of Chinese travelers. The STA has conducted extensive research to identify the segments most likely to visit Saudi Arabia and tailor its offerings accordingly. This includes focusing on experiential luxury travel, cultural exploration, and adventure tourism.
Resources Allocated to the Roadmap
To support its Chinese tourism roadmap, Saudi Arabia is allocating significant resources across marketing, infrastructure, and product development:
- $500 billion earmarked for promoting Saudi tourism offerings in China
- Partnerships with 700 Chinese entities, including digital platforms like Trip.com and WeChat
- Engagement of Chinese advertising agencies and PR teams specializing in the Chinese traveler market
- Development of China-ready accommodations, facilities, and services
- Training programs for Saudi tourism professionals to better serve Chinese guests
- Easing of visa policies and procedures for Chinese nationals
By investing in these key areas, Saudi Arabia is demonstrating its commitment to the Chinese tourism market and paving the way for sustained growth in visitor arrivals from China.
AlUla Tourism: Pioneering Chinese Tourism in Saudi Arabia
“AlUla is a founding member of the International Tourism Alliance of Silk Road Cities”
One destination that is leading the charge in attracting Chinese visitors to Saudi Arabia is AlUla, a historic city located in the northwest of the Kingdom. Known for its ancient ruins, stunning natural landscapes, and cultural heritage, AlUla has been actively promoting itself in the Chinese market.
In March 2024, the Royal Commission for AlUla (RCU) launched a campaign in Shanghai to showcase the destination’s offerings to Chinese consumers. Melanie de Souza, Executive Director of Destination Marketing at RCU, highlighted the strong interest of Chinese travelers, with 140,000 visiting AlUla in 2023.
To cater to this growing demand, AlUla is investing in new accommodations and facilities. The destination’s current room inventory of 824 is set to double in 2024, providing more options for Chinese visitors. The RCU is also working to develop China-friendly services and experiences that resonate with the market.
As Saudi Arabia’s tourism industry continues to mature, AlUla serves as a model for how destinations across the Kingdom can successfully engage with and attract Chinese travelers. By understanding the market’s needs and preferences and delivering tailored products and services, AlUla is well-positioned to capture a growing share of the Chinese outbound tourism pie.
Attracting Chinese Tourists in 2024
For Saudi tourism professionals looking to tap into the Chinese market in 2024 and beyond, there are several key strategies to consider:
Consider a Market Study
Before entering the Chinese outbound tourism market, it is crucial to conduct thorough research to understand the landscape, identify target segments, and develop an effective positioning strategy. A comprehensive market study can provide valuable insights into Chinese traveler preferences, behaviors, and trends, as well as the competitive environment.
Key elements of a China tourism market study may include:
- Consumer profiling and segmentation
- Destination image and perception analysis
- Competitor benchmarking and best practices
- Product-market fit assessment
- Go-to-market strategy development
By investing in a market study upfront, Saudi tourism businesses can make informed decisions and allocate resources more effectively to attract Chinese visitors.
Chinese OTA Listings
Online travel agencies (OTAs) play a vital role in the Chinese tourism ecosystem, with platforms like Ctrip, Fliggy, and Qunar being go-to sources for travel planning and booking. For Saudi tourism providers, securing listings on these OTAs can significantly boost visibility and drive bookings from the Chinese market.
To maximize the impact of OTA listings, it is important to:
- Develop compelling content and imagery that showcases the unique selling points of the property or experience
- Utilize Chinese-language descriptions and booking information
- Offer competitive rates and packages tailored to the Chinese market
- Provide excellent customer service to Chinese guests and promptly respond to inquiries and reviews
- Participate in OTA marketing campaigns and promotions to increase exposure
By partnering with leading Chinese OTAs and optimizing listings, Saudi tourism businesses can effectively reach and convert Chinese travelers.
Social Media Marketing
Social media is a powerful tool for engaging Chinese tourists and building destination awareness. Key platforms to consider for Saudi tourism marketing include
Douyin
Douyin, a popular video-sharing social networking service owned by ByteDance, launched in September 2016. It allows users to create and share short music videos up to 15 seconds long, with various filters and effects. Douyin is the Chinese version of the TikTok app, which ByteDance launched for international markets in 2017. As of 2022, Douyin has amassed over 600 million daily active users in China, making it one of the largest video-sharing apps in the country. The app utilizes advanced AI and data-driven recommendations to curate a personalized feed of videos for each user based on their interests and interactions. Popular video categories include lip-syncing, dancing, comedy skits, challenges, and special effects videos created with augmented reality filters.
WeChat WeChat is China’s leading super app, with over 1.2 billion active users monthly. The platform offers a range of marketing opportunities, including official accounts, mini-programs, and advertising. Saudi tourism providers can use WeChat to share destination information, promote special offers, and provide customer service.
Additionally, businesses and service providers can leverage WeChat’s features to create a community around their brand, enabling tourism professionals to engage with potential customers and foster long-term relationships.
Xiaohongshu
Also known as Little Red Book, Xiaohongshu is a social commerce platform popular among young Chinese consumers. With a focus on lifestyle, fashion, and travel content, Xiaohongshu is an ideal channel for Saudi destinations and businesses to showcase their offerings through user-generated content and influencer partnerships.
Xiaohongshu Travel Influencers
Weibo is China’s largest microblogging platform, with over 500 million monthly active users. Tourism businesses leverage Weibo to share news, updates, and promotions, as well as engage with followers through comments and hashtags.
To succeed on Chinese social media, it is important to develop a localized content strategy that resonates with the target audience. This may involve working with Chinese creative agencies, KOLs (key opinion leaders), and social media experts who understand the nuances of the market.
Left to right: Weibo Travel Influencers (1 & 2), Tourism Bureau Official Accounts of GB, Singapore, Switzerland, US, NZ, Dubai, Canada, and Germany.
Website Localization for China
Spain Tourism Board’s China Localized Website
Having a China-friendly website is essential for Saudi tourism businesses looking to attract Chinese visitors. This involves more than just translating content into Mandarin; it requires a comprehensive localization strategy that takes into account Chinese cultural preferences, user behavior, and technical considerations.
Key elements of a localized Chinese website include:
- Chinese domain name and hosting within Mainland China for faster loading speeds
- Simplified Chinese content that is culturally relevant and SEO-optimized for Chinese search engines like Baidu
- Mobile-responsive design and compatibility with Chinese browsers and devices
- Integration of Chinese payment methods like Alipay and WeChat Pay (if needed)
- Customer service channels that cater to Chinese users, such as live chat and WeChat support
By investing in a fully localized Chinese website, Saudi tourism businesses can provide a seamless and user-friendly experience for Chinese visitors, building trust and credibility in the market.
Chinese Travel Forums
Chinese Travel Forums: QYER.com, Mafengwo, 8264.com
Chinese travel forums are popular platforms for travelers to seek destination information, share experiences, and connect with like-minded individuals. For Saudi tourism businesses, actively participating in these forums will be an effective way to engage potential visitors and promote offerings.
Key Chinese travel forums to consider include:
- Mafengwo: A leading travel platform with over 130 million registered users, known for its user-generated content and destination guides.
- Qyer: A travel community platform where users share travel notes, tips, and experiences, focused on outbound travel from China. It earns revenue through commissions on bookings.
- Ctrip: It is one of China’s largest and most comprehensive online travel agencies, providing booking for flights, hotels, package tours, and more to over 300 million registered users.
To maximize the impact of travel forum marketing, Saudi tourism businesses should:
- Create official accounts and regularly post engaging content, such as destination highlights, travel tips, and special offers
- Respond promptly and professionally to user inquiries and comments
- Encourage satisfied Chinese customers to share their experiences and reviews on the forums
- Collaborate with influential forum users and travel bloggers to generate positive word-of-mouth
By building a strong presence on Chinese travel forums, Saudi tourism providers can tap into a highly engaged community of potential visitors and establish credibility in the market.
Influencer Marketing
Saudi Arabia Travel Posts on Xiaohongshu
Influencer marketing has become an integral part of the Chinese digital landscape, with KOLs (key opinion leaders) playing a significant role in shaping consumer preferences and purchasing decisions. For Saudi tourism businesses, partnering with the right KOLs will be a powerful way to reach and influence Chinese travelers.
To develop an effective KOL marketing strategy, it is important to:
- Identify relevant KOLs in the travel and lifestyle space who align with the brand’s values and target audience
- Develop creative and authentic campaign concepts that compellingly showcase the destination or experience
- Negotiate fair and transparent partnership terms, including deliverables, content rights, and compensation
- Monitor and measure campaign performance using metrics such as engagement, reach, and conversion
By collaborating with trusted and influential KOLs, Saudi tourism businesses can tap into their extensive follower networks and gain valuable exposure in the Chinese market.
Online Press Release Distribution
Destination Marketing Online Press Release: “Russia’s Beauty Unfolds Throughout the Seasons” (left)
Online press releases are a cost-effective way for Saudi tourism businesses to reach out to potential B2B and B2C customers through news media in the Chinese market. By distributing news and updates through Chinese press release platforms, businesses can generate media coverage and build brand awareness among a wide audience of journalists, bloggers, and travelers.
To maximize the impact of their press releases, Saudi tourism professionals should consider working with a marketing partner like Chinadvisory, which specializes in bridging brands with influential new media in China. With our expertise and network, Chinadvisory can help ensure that press releases reach the right audiences and generate meaningful engagement.
To maximize the impact of online press releases, Saudi tourism businesses should:
- Craft catchy, newsmaking headlines and narratives that showcase the one-of-a-kind draws of their destination or experience Incorporate multimedia flair like photos, video clips, and snazzy infographics to amp up the visual pizzazz and engagement
- Optimize their content to rank well on Chinese search engines and social media platforms, getting maximum eyeballs and shares Follow through by reaching out to targeted media outlets and influencers, securing extra coverage and partnership opportunities
By smartly distributing compelling online press releases, Saudi tourism providers can affordably build brand credibility and create a real buzz in the Chinese market.
Conclusion
As Saudi Arabia sets its sights on attracting 3 million Chinese visitors by 2030, the Kingdom’s tourism industry is presented with an unprecedented opportunity for growth and diversification. By understanding the preferences and behavior of Chinese travelers and implementing targeted marketing and product development strategies, Saudi tourism businesses can effectively tap into this lucrative market.
Your Trusted China Marketing Partner
At Chinadvisory, we specialize in helping tourism brands and destinations succeed in China. With our deep market research, extensive network, and localized expertise, we can support Saudi tourism providers in developing and executing tailored strategies to attract Chinese visitors.
We help leaders make informed decisions, manage in-house operations, and onboard local partners. With our adaptable approach and team of China specialists, we provide exceptional support for your most intricate questions. From strategy and development to marketing operations and local partnerships management, Chinadvisory is your trusted partner in navigating the complexities of the Chinese tourism market.
Contact us today to learn how we can help you unlock the potential of the Chinese tourism market and achieve your business goals in Saudi Arabia.
