Saudi Tourism Secures 40+ Partnerships at Arabian Travel Market

The Saudi Tourism Authority (STA) secured over 40 new agreements with global trade partners at the Arabian Travel Market (ATM) 2024 in Dubai, marking one of its largest and most dynamic delegations to date. The agreements, announced by the STA, include collaborations with Flyadeal, Noon, and China i2i Group, as well as major strategic partnerships with Saudia and Riyadh Air. These deals are set to boost the Kingdom’s tourism sector and reinforce Saudi Arabia’s position as a leading global destination with unique year-round experiences.

Context and Background

The Arabian Travel Market, held annually in Dubai, is one of the world’s most influential travel and tourism exhibitions, attracting thousands of exhibitors and visitors from across the globe. Saudi Arabia’s prominent participation in ATM 2024 reflects its ambitious vision to expand the tourism sector as part of Vision 2030, the national strategy to diversify the economy away from oil dependence. The Saudi delegation was led by Fahd Hamidaddin, chief executive and board member of the STA, and included over 70 Saudi tourism ecosystem leaders, such as destination management companies, hotels, and airlines. This collective presence underscored the Kingdom’s strategic efforts to innovate and grow its tourism offering.

Key Details

During the event, the STA signed more than 40 agreements, including partnerships with Flyadeal, Noon, and China i2i Group. Notably, the STA and Riyadh Air unveiled a strategic partnership aimed at developing and marketing new connectivity routes, with sponsorship and technological opportunities. This collaboration will also advance the Tourism Accelerator Program to increase international visits. Additionally, the STA joined forces with Saudia to promote the stopover visa, allowing visitors to spend up to 96 hours in Saudi Arabia. Hamidaddin participated in a ministerial panel on driving outbound tourism beyond the GCC and hosted a media event to showcase Saudi’s summer offerings. The Saudi stand attracted over 55,000 visitors and featured hundreds of bookable products for destinations like Jeddah, AlUla, and the Red Sea.

Implications and Impact

These partnerships are expected to significantly enhance Saudi Arabia’s tourism sector by increasing connectivity and raising awareness of the Kingdom as a dynamic year-round destination. The collaboration with China i2i Group, for instance, targets the Chinese market, a key source of international tourists. The stopover visa initiative with Saudia encourages longer stays and greater spending. Moreover, the STA’s success at ATM, including winning the Best Stand in Business award and three World Travel Awards, elevates Saudi Arabia’s profile on the global stage. This aligns with the Kingdom’s goal to attract 150 million tourists by 2030, building on the milestone of surpassing 100 million visits in 2023.

Vision 2030 Alignment

Saudi Arabia’s tourism achievements at ATM 2024 are a direct reflection of Vision 2030, which seeks to diversify the economy and promote the Kingdom as a premier global destination. By fostering international partnerships and showcasing its unique cultural and natural attractions, the STA is driving forward the national strategy to increase tourism’s contribution to GDP and create jobs. As the Kingdom continues to innovate and expand its tourism sector, it remains committed to collaborating regionally and elevating the GCC as a global magnet for travelers, ensuring a prosperous and sustainable future.

20 Questions

Q1. What is the Arabian Travel Market?

A1. The Arabian Travel Market is a major annual travel and tourism exhibition held in Dubai, attracting industry professionals from around the world to network and showcase destinations.

Q2. How many agreements did the Saudi Tourism Authority secure at ATM 2024?

A2. The Saudi Tourism Authority secured over 40 agreements with various trade partners, marking a significant achievement in its efforts to expand Saudi Arabia’s tourism sector.

Q3. Who led the Saudi delegation at ATM 2024?

A3. The delegation was led by Fahd Hamidaddin, chief executive and board member of the Saudi Tourism Authority, who was joined by over 70 Saudi tourism ecosystem leaders.

Q4. Which airlines did the STA partner with?

A4. The STA signed agreements with Flyadeal, Saudia, and Riyadh Air, focusing on enhancing connectivity and promoting tourism to Saudi Arabia.

Q5. What is the stopover visa initiative?

A5. The stopover visa allows visitors to spend up to 96 hours in Saudi Arabia, encouraging them to explore the Kingdom during transit, as promoted through the STA’s partnership with Saudia.

Q6. What destinations were highlighted at the Saudi stand?

A6. Destinations such as Jeddah, AlUla, and the Red Sea were showcased, offering hundreds of bookable products for international travelers.

Q7. How many visitors interacted with the Saudi stand?

A7. Over 55,000 visitors interacted with the Saudi stand, reflecting strong interest in Saudi Arabia’s tourism offerings.

Q8. What awards did the STA win at ATM 2024?

A8. The STA won the Best Stand in Business award at ATM and three World Travel Awards, including the Middle East’s Leading Marketing Campaign 2024.

Q9. What is the Tourism Accelerator Program?

A9. The Tourism Accelerator Program is a joint initiative between the STA and Riyadh Air to boost international visits to Saudi Arabia through collaborative marketing and technological efforts.

Q10. How does this participation align with Vision 2030?

A10. It aligns with Vision 2030 by promoting tourism as a key economic sector, diversifying revenue sources, and showcasing Saudi Arabia as a global destination.

Q11. What was the purpose of the ministerial panel?

A11. The panel aimed to drive outbound tourism beyond the GCC, fostering regional collaboration to elevate the Gulf as a global tourism hub.

Q12. What did the STA achieve in 2023 in terms of visitor numbers?

A12. Saudi Arabia surpassed 100 million visits in 2023, a milestone that underscores the Kingdom’s growing appeal as a tourism destination.

Q13. What is the target for tourist visits by 2030?

A13. Saudi Arabia aims to attract 150 million tourists by 2030, aligning with the goals of Vision 2030 to expand the tourism sector.

Q14. Which Chinese company did the STA partner with?

A14. The STA partnered with China i2i Group to launch promotional campaigns targeting the Chinese market, a key source of international tourists.

Q15. What role did Fahd Hamidaddin play at ATM?

A15. He led the delegation, participated in a ministerial panel, hosted a media event, and conducted a trade briefing to promote Saudi’s summer season.

Q16. How many Saudi partners attended ATM 2024?

A16. Over 70 Saudi tourism ecosystem leaders attended, including destination management companies, hotels, and airlines, showcasing a unified effort.

Q17. What summer offerings were showcased?

A17. The STA showcased unique summer destinations and products aimed at attracting visitors during the summer season, highlighting Saudi’s diverse experiences.

Q18. What is the significance of the Riyadh Air partnership?

A18. The partnership focuses on developing new connectivity routes and marketing opportunities, enhancing international access to Saudi Arabia and boosting tourism.

Q19. How does the STA plan to increase connectivity?

A19. Through partnerships with airlines like Riyadh Air and Saudia, the STA aims to expand flight routes and promote stopover visas, making Saudi Arabia more accessible.

Q20. What is the overarching goal of Saudi Arabia’s tourism strategy?

A20. The goal is to establish Saudi Arabia as a leading global tourism destination, contributing to economic diversification and the success of Vision 2030.

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