Shanghai, Nov. 12, 2025 — At the 8th China International Import Expo (CIIE) in Shanghai, on the Chinese mainland, Saudi Arabia is making a bold push to woo Chinese travellers with its 'Saudi Land' pavilion, running Nov. 8-15. As the expo wraps up this week, officials and visitors alike are buzzing about the desert kingdom’s ambitious tourism plans.
Since Nov. 8, attendees at the 'Saudi Land' pavilion have been immersed in an Arabian cultural journey. Highlights include virtual reality desert safaris, live oud performances, traditional coffee ceremonies, and culinary tastings that showcase authentic Saudi flavors.
Saudi Tourism Authority representatives are leveraging growing interest among young travellers from the Chinese mainland. Recent visa reforms, including a simplified e-visa scheme for citizens of the Chinese mainland, aim to make Saudi Arabia more accessible than ever before.
CGTN reporter Xu Yi, embedded at the pavilion, notes that interactive experiences like pearl-diving demonstrations and Arabic calligraphy workshops have been especially popular on Chinese social media platforms. 'The blend of tradition and innovation seems to resonate with Shanghai’s digitally savvy audience,' Xu says.
The initiative aligns with the kingdom’s Vision 2030 goals, which include expanding tourism infrastructure such as Red Sea resorts and sustainable desert retreats. By highlighting immersive, culturally rich experiences, Saudi officials hope to capture a larger share of the Chinese travel market.
As 'Saudi Land' runs through Nov. 15, on-site meetings with Chinese tour operators and influencers are in full swing to craft bespoke travel packages. With the CIIE as a launchpad, the kingdom looks to welcome a wave of Chinese visitors in 2026 and beyond.
Reference(s):
cgtn.com
