(ECNS) — With simplified visa policies and increasing flight connectivity, the Middle East has seen a steady rise in outbound Chinese tourism in recent years.
According to the Saudi Tourism Authority, a total of 140,000 Chinese tourists visited the Kingdom of Saudi Arabia in 2024, marking a record high and positioning China as the country's second-largest source market.
At the ongoing 2025 Shanghai International Tourism Expo, the Saudi Tourism Authority and Diriyah Company are participating in separate exhibition booths. Diriyah, located on the outskirts of Riyadh, is home to the At-Turaif Historic District, a UNESCO World Heritage Site. Backed by Saudi Arabia's sovereign wealth fund, the company is tasked with developing the area into a global cultural and heritage destination. Total investment in the project amounts to $63.2 billion.
Naif Awlia, its director of tourism and strategic partnerships, said that with the continued growth in Chinese tourist arrivals, Diriyah is offering a comprehensive, customized experience. This includes cultural galleries with Chinese-language commentary, a variety of local and international restaurants at Bujairi Terrace and Zallal mixed-use development, as well as immersive luxury accommodation options.
"As part of Saudi Arabia's effort to enhance the payment ecosystem for Chinese visitors, Diriyah will also adopt compatible payment systems to facilitate consumption," Awlia noted. He observed that natural and cultural heritage, along with culinary experiences, are particularly favored by Chinese travelers. Customized and immersive experiences are expected to be a key focus for future tourism development.
Meanwhile, Sharjah, the third-largest emirate of the United Arab Emirates, known as the "Cultural Capital of the Arab World," has also launched a tourism promotion campaign in China. The roadshow recently kicked off in Shanghai, emphasizing cultural and in-depth travel experiences.
Khalid Jasim Al Midfa, chairman of the Sharjah Commerce and Tourism Development Authority, said 2024 marked a breakthrough year for the Chinese market. Official data showed that the number of Chinese visitors to Sharjah increased more than eightfold year-on-year, with hotel stays rising by over 700 percent.
The UAE has recently adjusted its visa policy for Chinese citizens. Holders of ordinary passports valid for more than six months can now enter the region visa-free, with a maximum stay of 90 days.
Al Midfa stated that Sharjah attaches great importance to the potential and demand of the Chinese market and is advancing targeted, customized, and personalized cooperation and promotion. He expressed confidence that the emirate would further enhance its visibility and market share in China in 2025.
(By Evelyn)
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