Shanghai, China — In a bid to attract Chinese tourists, the Saudi Tourism Authority recently concluded its first, and the largest, international promotional campaign in China, which resulted in a 277-percent surge in bookings.
Running from November 17 to 23, 2023, the campaign unfolded as a grand spectacle, reaching millions and significantly boosting bookings to the Kingdom of Saudi Arabia, SPA reported.
The highlight of the campaign was the Saudi Market Festival, a celebration of heritage, culture, and nature, held at the iconic Bund Waterfront in Shanghai. Drawing a crowd of over 80,000 visitors, the festival served as the launchpad for the comprehensive promotional drive.
The campaign’s outreach was staggering, with promotional materials broadcast on Chinese National Television and prominent digital platforms like Ctrip, Huawei, Mafengwo, and Tencent. Additionally, the materials were featured on the dedicated China page of the “Visit Saudi” platform and across all social media accounts of the Saudi Tourism Authority.
The impact of the campaign has been substantial, with over 500 million Chinese reached, and bookings to the Kingdom experiencing a remarkable surge of 277 percent. As Saudi Arabia aims to solidify its position as a premier destination for Chinese tourists, this groundbreaking campaign sets the stage for a flourishing tourism partnership between the two nations.
The campaign, designed to showcase the rich tapestry of tourist destinations, packages, and experiences in Saudi Arabia, utilized a combination of visual and audio presentations. These presentations highlighted natural wonders, historical sites, cultural events, and recreational activities throughout the Kingdom.
Fahd Hamid Al-Din, CEO and Board Member of the Saudi Tourism Authority, emphasized the strategic significance of China as a target market.
Al-Din expressed the Kingdom’s aim to attract 5 million Chinese tourists by 2030 and noted that this year alone, the Kingdom welcomed over 100,000 visitors from China.
Alhasan Aldabbagh, President of Asia Pacific Markets at the Saudi Tourism Authority, underscored the hope that the campaign would inspire more Chinese tourists to visit Saudi Arabia. He pointed to the ease of travel with the new electronic tourist visa and visa on arrival, coupled with improved air connectivity between the two countries.
Aldabbagh also mentioned collaboration with private sector partners to expand the range of products for Chinese tourists, totaling 160, and introducing payment solutions tailored for them, such as Union Pay and AliPay+.