F5 has been appointed as the strategic and creative agency for the Saudi Tourism Authority in China, tasked with shaping the “Heart of Arabia” brand image for the Saudi destination. Though Saudi Arabia only opened its doors to international tourists in 2019, the country is rapidly gaining momentum under its ambitious Vision 2030 agenda, with bold goals to transform itself into a world-class travel destination.

As part of this vision, the Saudi Tourism Authority has set its sights on attracting 5 million Chinese tourists by 2030—accounting for 8% of its total international visitor target. With its rich cultural heritage and untouched landscapes, Saudi Arabia is positioning itself as a premier choice for those seeking an authentic Arabian experience.

For China’s affluent, experience-driven travelers, Saudi offers something rare and extraordinary. Its mystery and exclusivity speak directly to a growing demand for niche, off-the-beaten-path destinations. The kingdom is ready to reveal its stories to the world—and China is a key chapter in that journey.