Saudi Arabia is rapidly accelerating its positioning as a primary destination for Chinese tourists seeking a taste of the Middle East.
Backed by fresh data from Dragon Trail International highlighting the Kingdom's rising appeal within the highly competitive outbound travel landscape. Dragon Trail International is an award-winning travel technology and digital marketing agency that connects travel organisations with China’s affluent consumers. The research, published in the Chinese Tourism to the Middle East and North Africa 2025 White Paper, will form the backbone of strategic discussions at the inaugural WTM Spotlight Riyadh, taking place from September 8 to 10, 2026, at the Riyadh Front Exhibition & Conference Center.
In line with the Kingdom's Vision 2030 pillars, Saudi Arabia is targeting 150 million annual visitors by 2030. For relations between the Kingdom and China, this means leveraging its hard-won Approved Destination Status, which was officially granted by the Chinese government in July 2024 to unlock structured group travel and coordinated marketing campaigns inside China.
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A cornerstone of this tourism momentum is an unprecedented expansion of direct aviation corridors, and the streamlined visa process for Chinese travellers. For Chinese passport holders, a visa is needed to travel to Saudi Arabia, however this is easily accessed through a clear-cut digitised, e-Visa and visa-on-arrival structure.
Meanwhile, flight capacity between Greater China and Saudi Arabia experienced a staggering 91% increase in 2025 compared to the previous year, with major carriers including Saudia, Air China, China Eastern, China Southern, and Hainan Airlines establishing crucial routes. These links now connect Riyadh directly to economic hubs like Beijing, Shanghai, Shenzhen, and Guangzhou, while expanding accessibility to other key Saudi gateways including Dammam and Jeddah. This infrastructural surge aligns with a broader macroeconomic forecast from Tourism Economics, which projects that leisure spending by Chinese visitors across the Middle East will climb by approximately 130% between 2024 and 2030.
Initially introduced as a trial, a unilateral visa exemption allowed Saudi travellers enter China without the need to apply for a visa ahead of their travels. This agreement began as a landmark one-year trial, which was due to end on June 6, 2026, but has since been extended through to December 31, 2026. The policy allows Saudi citizens holding ordinary passports to visit mainland China visa-free for up to 30 days. It is important to note that this travel agreement is only valid for tourism and transit. The extension of the unilateral visa exemption for Saudis reflects a deepening bilateral relationship and responds to a major surge in travel demand between the Kingdom and key Chinese hubs like Shanghai and Beijing.
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To convert this connectivity into sustained arrivals, Saudi Arabia has installed Mandarin-language signage across major international airports, and according to the data in the White Paper, hospitality groups and tourism boards have integrated Chinese-preferred mobile payment gateways and designed tailored, immersive itineraries that cater directly to a rising demand for premium independent travel and authentic heritage experiences.
