As Saudi Arabia’s tourism story enters a new phase, the inaugural WTM Spotlight Riyadh arrives at an opportune moment.

Making its debut at the Riyadh Front Exhibition & Conference Centre this week, from September 8 to 10, 2026, WTM Spotlight Riyadh marks a major addition to the Kingdom’s business tourism calendar. Organised by global leader in events and exhibitions RX as part of the World Travel Market portfolio, the three-day travel trade platform bridges international operators, regional hospitality leaders, local and international media and Saudi tourism suppliers to explore inbound and outbound opportunities aligned with Vision 2030 targets.

Centred on the theme 'Connecting the World to Saudi and Saudi to the World', the event features a high-level Future Stage executive conference, data-driven B2B matchmaking for hosted buyers, and direct exposure to regional consumers across giga-project developments, luxury hospitality, aviation, and experiential travel technology.

Here are six sessions worth making time for.

Future-Ready Tourism: Resilience, Adaptability and Continuity

When? Tuesday, September 8, from 1:50 – 2:30pm

What? Opening day begins a CEO Panel, looking at how tourism businesses can prepare for an increasingly fast-moving industry. Leaders from IHG Hotels & Resorts, Amsa Hospitality, Cruise Saudi and flyadeal will discuss resilience, visitor confidence and maintaining momentum as the sector continues to expand.

Who? Leaders taking part in this panel include Mike Starling, Managing Editor of Travel at Euro News TV; Maher Abou Nasr, Managing Director of IHG Hotels in Saudi Arabia; Muin Serhan, CEO of Asma Hospitality and Taha Nazer, CEO of Cruise Saudi.

Villages to Value Chains: Designing Community Tourism

When? Tuesday, September 8 from 4:05 – 5pm

What? How can tourism growth benefit the communities at its heart? This Expert Panel session, presented in partnership with Chemonics International and UN Tourism, examines locally rooted experiences, greater participation and ways of creating distinctive destinations while drawing on international examples.

Who? This expert panel includes Ibrahim Osta, Senior Advisor of Economic Growth and Global Tourism Lead at Chemonics International; Jost Neumann, Programme Coordinator of Tourism for Rural Development Programme at UN Tourism; Mohammed Almandiel, General Manager of Heritage Events and Programming at Saudi Ministry of Culture; Nourah Al-Sadoun, Founder and CEO of HiHome and Silvia Barbone, Vice President of Strategic Partnerships at Royal Commission for AlUla (RCU).

WTM Spotlight Riyadh

Riyadh City Skyline via IG WTM Spotlight

The $35BN Opportunity: How and Where to Capture Outbound Demand

When? Wednesday, September 9, from 2:35 – 3:15pm

What? Saudi travellers represent a major opportunity for international destinations and travel brands. This headlining Super Panel session focuses on how businesses can compete for Saudi outbound spending through positioning, partnerships, product and stronger local-market strategies, rather than simply chasing attention.

Who? Taking part in this special Super Panel will be Faisal Alrajhi, Co-Founder and Chief Executive Officer of almatar; Turab Saleem, Chief Executive Officer of Perfetti Hospitality, Muzzammil Ahussain, Chief Executive Officer of Almosafer Travel & Tourism Co. and Dave Goodger, Managing Director of EMEA at Tourism Economics (an Oxford Economics Company).

Innovation Startup Showcase: How The Kingdom is Building Tourism's Most Ambitious Ecosystem

When? Wednesday, September 9 from 4:50 – 5:40pm

What? With Saudi Arabia welcoming more than 122 million domestic and international visitors in 2025, the Kingdom’s tourism transformation is increasingly being supported by technology and homegrown startups. The session, held in partnership with UN Tourism, looks at the innovation ecosystem behind that growth, with contributions from Red Sea Global and tourism technology company EyeGo.

Who? Brought to life in partnership with UN Tourism, the opening remarks will be made by Samer Al-Kharashi, Director of the Regional Office for the Middle East at UN Tourism, whilst Luis Nicolas Barrios, Regional Manager of Innovation, Education and Investments Department at UN Tourism will be the Key Note Speaker and Khalid Alsatti, Senior Project Specialist, Innovation, Education and Investments Department at UN Tourism will be the moderator.

The panel will include Mohamed Elbeheiry, Founder and Chief Executive Officer of EyeGo; HH Prince Saud Al Saud, Executive Director of the TDF Grow, Tourism Development Fund and Njoud Al Yousef, Lead for Startups and SMEs Engagement at the United Nations Global Compact.

WTM Spotlight Riyadh

WTM Spotlight Riyadh 1

World-Class Wellbeing: The Future of Feel-Good Travel

When? Wednesday, September 9, from 7:50 - 8.25pm

What? Exploring how high-end wellness is transforming the modern hospitality industry, this session brings together international operators, luxury resort developers, and health innovators to examine how regenerative travel, bio-hacking, and holistic mental wellness programs are reshaping guest expectations. Set against the backdrop of Saudi Arabia's emerging coastal and desert retreats, the discussion highlights how destinations are integrating cutting-edge medical wellness with regional traditions to define the next era of luxury travel.

Who? During this session the panel of experts will include Shorouq Jameel Mufti, Founder and CEO at Sunrise Marketing; Karen Campbell, CEO of Jayasom Wellness Resort in AMAALA; Professor Ahmed Abdulkarim Aloraij, Chairman of the Saudi Health Tourism Association and Rita Mitri, General Manager and Wellbeing Experience Strategist at The Frost.

Mega Events Turning Global Attention into Year-Round Demand

When? Thursday, September 10 from 2:35 – 3:15pm:

What? Saudi Arabia’s growing calendar of sporting events is doing more than attracting spectators. This session focussing on sports tourism explores how major sporting occasions can support destination branding, repeat visits and longer-term tourism demand, with speakers from Saudi Sports Professionals Network, PwC, the Strategic Office for Developing Al Baha Region and STR.

Who? Taking part in this panel will be Alwaleed Alkeaid, Founder of Saudi Sports Professionals Network; Peter Daire, Senior Executive Advisor of Sport at PwC; Samer Al Juhani, Director of Events and Experience at the Strategic Office for Developing Al Baha Region and Philip Wooller, Area Director for Middle East and Africa at STR.

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WTM Spotlight Riyadh, from September 8 - 10, 2026
Riyadh Front Exhibition & Conference Centre, King Abdullah Road
Register here
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