Saudi Arabia’s Tourism Authority (STA) has rolled out a major campaign titled “Immerse Your Soul in Arabia” aimed specifically at Chinese travellers, highlighting the kingdom’s blend of rich heritage and contemporary hospitality.

The campaign arrives as part of Saudi Arabia’s broader push to grow inbound tourism from China. In 2024, the kingdom recorded a sharp uptick in Chinese visitors, with official data showing a significant jump to 140,000 arrivals from China in that year alone. The STA’s new strategy seeks to build on that momentum by emphasising immersive experiences grounded in the concept of Qi Yu—loosely translated as serendipity—inviting travellers to explore Saudi Arabia’s landscapes, heritage sites and luxury resorts.

Central to the campaign is a visually rich film following a Chinese family’s journey through destinations such as Al Ula’s rock-hewn tombs, the ancient city of Diriyah and the coastal retreats along the Red Sea. The narrative interweaves traditional cultural elements like dance, dress and market scenes with high-end travel amenities, positioning the kingdom as a destination of both discovery and comfort.

To enhance the experience for Chinese visitors, the STA has introduced tailored measures: Mandarin-speaking tour guides, Chinese-friendly payment systems such as UnionPay and AliPay+, and special packages segmented for the Chinese market. According to STA officials, bookings from China surged by 277 % during a promotional campaign in Shanghai in November 2023, which reached more than 500 million people across Chinese digital platforms.

Saudi Arabia aims to host between five and six million Chinese tourists by 2030, representing around eight per cent of its international visitor target. The new campaign signals the kingdom’s commitment to Chinese tourism as a strategic pillar of its Vision 2030 economic diversification plan.

The “Immerse Your Soul in Arabia” initiative marks a shift in Saudi Arabia’s marketing strategy—from volume growth to cultural meaningful travel, and from generically broad efforts to market-specific, tailored outreach that leverages digital storytelling and immersive content. As the campaign unfolds, the STA will measure its impact through bookings, length of stay and engagement with culturally-rich experiences.