China–Middle East Tourism Cooperation: How Policy Support is Creating Opportunities for Businesses 

China is the world’s biggest spender on outbound tourism. Despite challenges and geopolitical uncertainties stemming from U.S.-China trade tensions and the rising cost of international travel caused by yuan depreciation, Chinese outbound tourism remains resilient. According to the latest data from the World Tourism Organization, Chinese outbound spending grew by 30% to $251 billion in 2024, surpassing pre-pandemic levels.  

As tighter visa policies and escalating political tensions have partially deterred Chinese travelers from visiting some countries, there is a unique opportunity for the Middle East and other regions perceived as more neutral or welcoming to Chinese tourists to capture this expanding demand.  

Vision 2030: Saudi Arabia’s Tourism Push and Chinese Alignment

According to the Saudi Tourism Authority, the number of Chinese visitors to Saudi Arabia has risen significantly in recent years. A record 140,000 Chinese tourists visited Saudi Arabia in 2024, making China the Kingdom’s second-largest source of tourists. This growth can be attributed in part to high-level strategic alignment between the two nations and the implementation of targeted tourism promotion measures. 

Launched in 2016, Saudi Arabia’s Vision 2030 aims to diversify its economy by expanding non-oil sectors, including tourism. The Kingdom has set a target of attracting 150 million visitors annually by 2030—of which five million are expected to come from China. To facilitate travel, the Kingdom has streamlined its e-visa process and significantly increased direct flights between the two countries. 

China has responded to Saudi Arabia’s vision with strong support. During President Xi Jinping’s visit to Riyadh in December 2022, he and Crown Prince Mohammed bin Salman announced the alignment of China’s Belt and Road Initiative with Vision 2030. Their joint statement formally designated Saudi Arabia as an approved destination for Chinese outbound tour groups.  

This cooperation quickly progressed to implementation. In July 2023, Riyadh’s King Khalid International Airport received the “Welcome Chinese” certification, enhancing Chinese signage, payment systems and services. In October 2024, both nations signed the “2025 Cultural Year Implementation Plan,” outlining over 30 joint cultural projects. At the same time, Saudi Arabia hosted its Tourism Festival in Beijing and signed multiple agreements with Chinese tech firms to promote smart tourism. These actions mark a transition from high-level policy declarations to concrete and operational tourism collaboration. 

China’s Increasing Focus on Inbound Tourism and Consumption

China is placing more emphasis on tourism as a growth engine —particularly inbound tourism—to help bolster a domestic economy that remains heavily reliant on capital investment and exports. 

In May 2024, the Communist Party of China held the first-ever National Conference on Tourism Development, elevating tourism to the status of a strategic pillar industry and an essential part of people’s livelihoods and well-being. In December 2024, China’s National Immigration Administration expanded its visa-free transit program, extending stay durations to 240 hours, adding 21 new ports of entry and broadening permissible travel zones. 

Earlier this year, Premier Li Qiang emphasized the importance of boosting inbound consumption at the annual Two Sessions. In May, the State Taxation Administration rolled out nationwide “instant tax refund” services for overseas shoppers, while the Ministry of Commerce lowered the minimum purchase threshold for tax-free eligibility. At a recent policy briefing, the ministry described the departure tax refund system as a “key measure to boost consumption and counter external shocks,” highlighting the urgency and strategic importance of growing inbound tourism. Local governments have followed suit, improving customs clearance efficiency and expanding downtown duty-free shopping options to enhance the overall visitor experience. 

Two-Way Flows between China and the Middle East

As China optimizes its inbound travel environment, Middle Eastern countries are becoming increasingly vital partners thanks to their strong political ties and growing consumer markets. 

In June 2025, China implemented a 30-day visa-free policy for ordinary passport holders from Saudi Arabia, Oman, Kuwait and Bahrain. Combined with existing visa waivers for the United Arab Emirates (UAE) and Qatar, visa-free access now covers all six Gulf Cooperation Council (GCC) countries. A Chinese travel booking platform reported that flight searches from GCC nations to China surged by 90% on the first day of the policy rollout, with Saudi Arabia topping the list. 

Hong Kong also plays a strategic role in this exchange. In December 2024, Hong Kong released its Tourism Blueprint 2.0, which highlights developing the Middle Eastern market to attract high-spending tourists. Measures include enhancing Muslim-friendly services, increasing direct flights and simplifying immigration procedures. As of January 15, 2025, Saudi nationals can stay in Hong Kong visa-free for up to 90 days, while Hong Kong passport holders are eligible for visas on arrival in Saudi Arabia. Although modest in comparison, GCC arrivals to Hong Kong increased by 47.4% to over 7,000 from January to May 2025, positioning the city as the preferred transit point for Middle Eastern tourists entering the Chinese mainland. 

Looking Ahead: Emerging Opportunities for Business Collaboration

The deepening ties between China and the Middle East, combined with streamlined visa processes and increased flights, are fueling two-way tourism growth and opening new business opportunities across several sectors:  

• Experience-based Tourism: Alongside its reputation for luxury travel, the Middle East’s cultural novelty and cost-effective proximity are increasingly attracting Chinese budget travelers, who seek unique, personalized and emotionally engaging experiences. Destinations can tailor offerings using local assets (e.g., Red Sea liveaboard diving) or major events (e.g., Esports World Cup-themed gaming tours) to resonate with this segment. 

• Payment Integration: As mutual tourist flows increase, rising demand for convenient cross-border payment options among overseas travelers creates new growth opportunities for payment platforms.  

• Destination Marketing: China’s push to promote its tourism brand internationally generates substantial demand for content partnerships on global social media platforms. Tech companies can explore collaboration with Chinese local governments and cultural bureaus to demonstrate their market influence and data-driven storytelling capabilities. Likewise, Middle Eastern tourism stakeholders can leverage Chinese social media and online travel platforms to promote offerings tailored for Chinese visitors, such as food guides, immersive experiences and influencer-recommended routes. Targeted advertising, official account management and influencer partnerships can be used to reach potential Chinese consumers. 

• Duty-Free Retail: China’s commitment to inbound consumption and urban duty-free policy reforms has the potential to boost tax-free shopping. Goods with traditional Chinese characteristics or incorporating Chinese pop cultural symbols have a unique appeal to high-net-worth tourists from the Middle East. At the same time, the Chinese market is showing a growing interest in Middle Eastern specialty goods, such as high-end perfumes, jewelry and local foods. Duty-free operators can consider diversifying their offerings with culturally relevant products and multilingual services.