KBLT Congress 2026 opens in Riyadh as Saudi Arabia’s luxury travelers beat out major travel brands

The 5th annual Kingdom Business & Luxury Travel (KBLT) convention will open at the Mövenpick Hotel and Residences Riyadh on 6-7 September 2026, attracting over 100 pre-qualified Saudi Arabian buyers representing the world’s leading travel brands. Saudi Arabia’s outbound tourism spending is projected to exceed US$30.7 billion (SAR 115 billion) in 2026 on 12.3 million international outbound trips, while the Kingdom’s luxury travel segment, valued at around US$13.5 billion this year, is forecast to top US$25 billion by 2033.

The numbers indicate that the market is in the process of transformation. KBLT’s advisory board sees an even bigger shift: Saudi luxury travelers are raising the bar on their expectations, creating new opportunities for brands that can anticipate, rather than simply react, to their evolving needs.

A market that has outgrown the five-star program

Sulaiman Al Romi, Chairman of the KBLT Congress Advisory Board and Chairman and CEO of Gulf Reps Ltd., Saudi Premier Travel & Tourism Group, has seen Congress grow along with the market it serves.

“KBLT has grown from a gathering to a truly international convention with unprecedented global demand and strong attendance interest. This growth reflects the remarkable transformation of the Saudi outbound tourism market, which has rapidly matured. Saudi luxury travelers are now among the most discerning and in-demand in the world.” Suleiman Al-Romi, Chairman of the KBLT Congress Advisory Council.

For him, the defining change is not costs, but expectations. “The most significant shift is the shift from traditional luxury to curated, targeted and highly personalized experiences. Today’s Saudi Arabian luxury and business travelers seek cultural immersion, wellness, privacy and impeccable personalized services. They are well-traveled, digitally savvy and place a high value on authenticity and exclusivity rather than just standard five-star amenities.”

From ambition to proof

Waleed bin Khuzaim, a strategic communications and international protocol consultant for the Saudi Arabian public sector, says the Kingdom’s tourism history matches its ambitions and the world is watching.

“A few years ago, much of Saudi Arabia’s tourism communication was about presenting ambition and showing the world what the Kingdom planned to build. Today the story is different. Many of those ambitions have become real experiences that visitors can see and enjoy for themselves… This represents an important shift in Saudi Arabia’s tourism communication: from talking about ambition to inviting the world to experience it.” Waleed bin Khuzaim, Strategic Communications and International Protocol Consultant, Saudi Arabian Public Sector.

We build for history, not just for living

Daniel Ponzo, managing director of Zahid Travel Group, Saudi Arabia, points to where he sees the biggest commercial opportunity for destinations looking to adapt.

“Saudi travelers are increasingly choosing destinations based not only on hotel branding, but also on authentic experiences… Many destinations still sell rooms and itineraries rather than curated experiences. They underestimate how much Saudi travelers value privacy, flexible schedules and truly personalized service. There is still a gap in destinations creating products specifically for this segment.” Daniel Ponzo, Managing Director, Zahid Travel Group, Saudi Arabia

His verdict on the market, in a nutshell, is the thesis of this year’s Congress: “Saudi luxury travelers have moved from wanting the best hotel to wanting the best story. Destinations that understand this shift will be the ones to win this market over the next decade.”

Why is this important now

“Every KBLT edition grows with the market it serves, and this year is no exception. What began as a platform to connect Saudi consumers with global travel brands has grown into one of the most closely watched luxury travel events in the region. Saudi outbound travelers are more sophisticated and more demanding than ever, and this edition aims to ensure that the destinations and brands featured in the room are ready to satisfy this”. Sidh N.K., Director, QnA International

Saudi Arabia is emerging as one of the world’s most influential luxury outbound markets, and its own Advisory Council sees the traveler rapidly evolving towards curated, personal, story-driven experiences. This is a significant opportunity for destinations and brands: those who understand this shift early will be able to build long-term relationships with one of the most valuable travel segments in the world.

KBLT 2026 brings people who understand the traveler, the Saudi Arabian government, tourism and tourism trade leaders together in Riyadh for two days of direct commercial conversation with destinations competing for their business. This is where this understanding turns into a partnership.