The Saudi Tourism Authority (STA) has kicked off its participation in this year’s Arabian Travel Market (ATM) with a vibrant showcase of Saudi Arabia’s exceptional summer destinations. As the Middle East’s largest travel and tourism trade show commenced in Dubai, the delegation, led by CEO and board member Fahd Hamidaddin, included 72 partners spanning destination management companies, hoteliers, and airlines. Their goal is to highlight Saudi’s distinctive summer offerings to trade partners and consumers, particularly from the GCC, while emphasizing the kingdom’s status as a premier year-round tourism destination. This year’s ATM is particularly significant for STA as it focuses on expanding its influence in priority markets like India and China. With the MEA and APAC markets contributing over 23 million visits last year, these regions remain pivotal to Saudi’s tourism strategy. The aim is to build on these numbers significantly in the coming years. Fahd Hamidaddin remarked, “Saudi is the land of now, offering growth and opportunities like no other to trade partners across the globe.” He emphasized the kingdom’s commitment to enhancing its tourism offerings and creating long-lasting partnerships.
Saudi’s exhibit at ATM 2024 is an elaborate affair spread across three floors, where partners are showcasing hundreds of bookable products for destinations such as Jeddah, AlUla, Aseer, Riyadh, and the Red Sea. Interactive experiences such as a bike racing simulator through the mountains of Aseer, curated Saudi Summer playlists, and a rich display of football memorabilia at the Saudi Pro League Museum enrich the visitor experience. The stand also features performances by traditional Saudi dancers and digital art displays, underlining the cultural diversity of the kingdom. An interactive Saudi map and activities calendar provide visitors with a comprehensive view of what to expect when traveling to Saudi Arabia.
A highlight of this year’s presentation is the introduction of the “Saudi Rewards” scheme, a pioneering national rewards program that offers points on tourism-related activities, including shopping, dining, and entertainment. This program, which already boasts 17 partners, is showcased at ATM with interactive activations that allow visitors to engage directly with the new initiative.
The first day of ATM 2024 saw Mr. Hamidaddin participating in a flagship panel event with other GCC tourism leaders to discuss regional collaboration and Saudi’s evolving role in the tourism sector. Furthermore, the popular UAE radio station Dubai Eye broadcast live from the Saudi booth, enhancing the visibility of Saudi’s summer offerings. Prominent influencers like Masoom Minawala Mehta and the Abualteen brothers were also present, creating engaging content that highlighted the allure of Saudi as a summer destination.
Building on last year’s success, where over 50,000 visitors were welcomed at the Saudi stand and significant deals were struck, STA and its partners aim to surpass these achievements. With over 1,600 deals and more than 50 MoUs signed last year, leading to an additional 35,000 visits, the momentum is set to continue. With a record-breaking 100 million tourists welcomed in 2023 and a robust start to 2024, Saudi Arabia is firmly on its way to reaching its revised target of 150 million visits by 2030. This year’s ATM presence is a testament to Saudi’s ambitious goals and its commitment to becoming a global leader in tourism.
