The Saudi Tourism Authority (STA) wrapped up a three-day engagement at World Travel Market (WTM) London 2026, using the flagship trade event to deepen ties with international travel buyers, tour operators, and hospitality investors. Led by Minister of Tourism Ahmed Al-Khateeb, the delegation joined 37 Saudi tourism partners in a coordinated showcase of the kingdom's expanding leisure and luxury offerings.
Dream of the Desert opens reservations
A centerpiece of the Saudi presence was the announcement that reservations are now open for Dream of the Desert, an ultra-luxury train slated to begin service in October 2027. The train will traverse Saudi Arabia's northern regions, including Al Jouf, Hail, and Al Qassim, combining high-end hospitality with cultural immersion along the route. The project underscores the kingdom's ambition to compete with iconic rail journeys such as the Orient Express and South Africa's Rovos Rail.
STA officials framed the train as a vehicle for showcasing the country's heritage and natural landscapes, while also creating a new anchor product for luxury travel advisors. The train is expected to appeal to high-net-worth travelers seeking exclusive, multi-day experiences in the Middle East.
AMAALA and the luxury coastal pipeline
Beyond rail, the authority highlighted AMAALA, the ultra-premium wellness and coastal destination on the Red Sea. With its focus on holistic hospitality and sustainability, AMAALA is positioned as a key pillar of Saudi Arabia's tourism diversification strategy. The destination's growing portfolio of hotels and resorts was presented to international investors and hotel partners at WTM, reinforcing the kingdom's push into high-end coastal tourism.
STA's participation also included destination presentations, strategic partnership signings, and bilateral meetings with representatives from global travel companies, GDS operators, and airline alliances. The goal, according to the authority, is to build long-term commercial relationships that translate into increased visitor flows and investment.
Aligning with broader tourism strategy
The WTM London showcase aligns with Saudi Arabia's Vision 2030 targets, which aim to attract 150 million annual visits by 2030 and position the kingdom as a leading global destination. The country has been aggressively expanding its aviation capacity, with new routes from carriers such as Saudia and Riyadh Air, and investing in giga-projects like NEOM and the Red Sea Global developments.
Industry observers note that Saudi Arabia's strategy is increasingly focused on luxury and cultural tourism, differentiating it from neighboring Gulf states. The Dream of the Desert train, in particular, is seen as a way to draw travelers into the less-visited northern regions, spreading economic benefits beyond the major cities of Riyadh and Jeddah.
STA's presence at WTM London also comes amid broader industry discussions about the future of travel distribution and the rise of AI-driven booking platforms. As WTM London 2026 closes with AI-led booking shifts and demographic warnings, Saudi Arabia's trade engagement strategy appears to be adapting to these trends, emphasizing direct partnerships and experiential products.
The kingdom's focus on cultural tourism echoes similar efforts by other destinations, such as ONYX Hospitality's spotlight on cultural tourism in Phuket and George Town. By aligning with global trends toward authentic, immersive travel, Saudi Arabia aims to attract a diverse range of visitors.
With the opening of reservations for Dream of the Desert and the continued development of AMAALA, Saudi Arabia is signaling to the travel trade that it is ready to compete at the highest level of luxury hospitality. The coming years will test whether these ambitious projects can deliver on their promise and help the kingdom achieve its tourism goals.
