As the 8th China International Import Expo (CIIE) concludes in Shanghai this week, Saudi Arabia's immersive 'Saudi Land' cultural showcase emerges as a strategic move to attract travelers from the Chinese mainland. Running through November 15 at the expo, the Saudi Tourism Authority's installation transports visitors through interactive displays of ancient trade routes, UNESCO heritage sites, and futuristic NEOM city projections.
This initiative aligns with Saudi Vision 2030's tourism diversification goals, with Chinese visitor numbers projected to grow 28% year-on-year through 2025. 'Our cultural programming demonstrates how tradition and innovation coexist,' said Tourism Minister Ahmed Al-Khateeb during Wednesday's session, highlighting new simplified visa processes for Chinese nationals.
Industry analysts note the timing coincides with China's outbound tourism recovery, which reached 85% of pre-pandemic levels this quarter. With direct flights between Riyadh and Beijing increasing to daily service this month, cross-sector collaborations in hospitality and tech are expected to accelerate.
