The Saudi Tourism Authority (STA) has introduced a new campaign, Immerse Your Soul in Arabia, aimed at attracting Chinese travellers.
The initiative, based on the Chinese concept of Qi Yu (serendipity), highlights Saudi Arabia’s cultural heritage, natural landscapes, and modern developments.
The campaign film showcases key destinations including the rock tombs of AlUla, historic cities Al-Balad and Diriyah, Riyadh’s cityscape, and the Saudi Red Sea, where resorts such as The St Regis Shebara and InterContinental offer water villas.
The film also illustrates local cultural experiences, including traditional dress, music, dance, and market interactions, emphasising the country’s safe and welcoming environment.
The launch comes as interest from Chinese travellers rises. Around 140,000 visited Saudi Arabia in 2024, marking a record high. Overall, the country welcomed approximately 116 million visits, a six per cent increase from 2023, including 29.7 million international arrivals, up eight per cent. Destinations such as Riyadh, Jeddah, AlUla and the Saudi Red Sea are increasingly popular among international travellers.
The campaign aims to position Saudi Arabia as a destination where cultural heritage and modern experiences coexist, encouraging visitors to explore cities, historic sites and coastal resorts. With a focus on immersive experiences and authentic human connections, STA is targeting travellers seeking meaningful and safe journeys.
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