Saudi Arabia’s Ministry of Tourism has been recognized for its exceptional efforts in promoting the Kingdom as a top global tourist destination. The Ministry received the prestigious Sharjah Government Communication Award (SGCA) 2024 for its outstanding media campaign, titled “Best Integrated Communication System.” The award was presented during the 13th International Government Communication Forum, solidifying Saudi Arabia’s position as a leader in global tourism communication.
This accolade comes on the heels of a significant milestone for Saudi Arabia’s tourism sector. The Kingdom welcomed over 100 million domestic and international tourists in 2023, a feat recognized by both the United Nations World Tourism Organization (UNWTO) and the World Travel and Tourism Council (WTTC). The Ministry’s strategic media campaign, launched in conjunction with this achievement, played a pivotal role in amplifying the Kingdom’s growing reputation as a premier travel destination.
The SGCA, now in its 11th year, saw its largest participation ever, with over 3,800 submissions from 44 countries, reflecting a 230% increase from the previous year. Out of these submissions, 1,129 were accepted, and 46 nominees were shortlisted for the final awards.
Saudi Arabia’s winning media campaign effectively showcased the country’s rich cultural heritage, diverse geography, and stunning natural beauty, reaffirming its readiness to welcome tourists in record numbers. The campaign, which reached an audience of nearly 80 million people on various social media platforms, also generated widespread international media attention and interaction, further enhancing Saudi Arabia’s global tourism profile.
Beyond its promotional success, the campaign highlighted the substantial economic and social benefits of tourism, such as job creation, cultural exchange, and economic diversification. These benefits align perfectly with Saudi Arabia’s Vision 2030, a comprehensive national development plan aimed at diversifying the economy and creating a vibrant future for the nation.
The SGCA celebrates innovative communication strategies that foster transparency, trust, and positive social impact—values that were clearly demonstrated by the Ministry’s media efforts. The award serves as a testament to the Ministry’s commitment to showcasing Saudi Arabia’s tourism potential to the world and its dedication to building a thriving and sustainable tourism industry for the future.
