RIYADH: The Saudi Tourism Authority recently held its first international promotional campaign in China to invite Chinese tourists to explore the Kingdom and the experiences it has to offer.

The campaign took place between Nov. 17 and 23, and included the Saudi Market Festival which celebrated the heritage, culture, and nature of the Kingdom.

The campaign was launched at the Bund in Shanghai - a waterfront area and a protected historical district in the center of the city.

The festival was attended by 80,000 people, the campaign reached out to 500 million Chinese people, and bookings to the Kingdom increased by 277 percent, Saudi Press Agency reported.

The campaign included a series of visual and audio presentations highlighting natural and historical sites and cultural and recreational events and activities in the Kingdom.Saudi Tourism Authority CEO Fahd Hamidaddin said: “China is one of the most important strategic target markets, as it is one of the largest sources of tourists. The Kingdom aims to attract five million Chinese tourists by 2030.
“This year, the Kingdom received more than 100,000 visitors from China, and we are pleased to launch the largest promotional campaign ever to welcome tourists from China and invite them to enjoy unique destinations, inspiring tourist experiences, Saudi hospitality, and rich and authentic culture.”

Alhasan Aldabbagh, president of Asia Pacific Markets at Saudi Tourism Authority, said: “We hope… to inspire more Chinese tourists to visit Saudi Arabia, especially after the facilities provided for issuing the new electronic tourist visa and visa on arrival, and China’s adoption of Saudi Arabia as a major destination.”

“We are also working with our partners from the private sector to increase the number of products offered to tourists from China, which so far reached 160, in addition to providing payment solutions specifically for tourists from China, such as Union Pay and AliPay+,” Aldabbagh added.