Miki Travel is targeting China’s outbound market for Saudi Arabia as part of its partnership with the Saudi Tourism Authority (STA).
Expecting China to become its largest source market in the future, STA aims to develop leisure travel and attract non-Muslim travellers from the mainland, as it already sees a steady flow of Muslim pilgrims for events such as Hajj, Umrah, and smaller Hajj.
Miki Travel CEO for the Asia Division, Olivier Moeschler, told TTG Asia that out of the wholesale tour operator’s 14 offices in Asia (excluding Japan, which is a separate unit), three are in China, which bodes well for expanding this outbound market for customised group tours.
As part of an agreement signed between Miki Travel’s parent company, HIS of Japan, and STA, they opened an office in Riyadh late last year.
Moeschler noted a significant shift in China’s outbound market, with tour fares rising from “very low” levels and a growing preference for tours that offer more than just shopping. A new segment of tourists has emerged, with higher expectations regarding products, services, and tour content.
As Saudi Arabia opens its tourism gates and continues to invest heavily in luxury tourism infrastructure, it is becoming a favoured new destination for foreign tourists, including the Chinese.
