The Saudi Tourism Authority (STA) made its presence felt at the Arabian Travel Market (ATM) 2024, marking its ambitious vision and strategic strides in developing the tourism sector. The event witnessed the participation of one of STA’s largest delegations, reflecting the nation’s commitment to fostering innovation and broadening its tourism offerings.
Over 40 agreements were inked, including collaborations with Flyadeal, Noon, and China i2i Group. Pivotal strategic alliances were formed with Saudia and Riyadh Air, heralding a new era of growth for the tourism sector in Saudi Arabia. These partnerships aim to invigorate the industry and strengthen the country’s position as a premier global destination.
Leading the Saudi delegation was Fahd Hamidaddin, CEO and Board Member of STA, accompanied by over 72 partners representing various sectors of the tourism ecosystem. STA’s engagement included participation in a ministerial panel focused on stimulating outbound tourism beyond the GCC and hosting an exclusive media event to highlight Saudi tourism’s vibrant summer offerings.
Hamidaddin also conducted a trade briefing at the Saudi stand, amplifying awareness of the STA’s summer campaign among key trade partners. Reflecting on the event’s success, Hamidaddin expressed optimism for the future of tourism in Saudi Arabia and emphasized the importance of collaboration to foster a thriving tourism economy within the GCC.
Throughout the event, the Saudi stand attracted over 55,000 visitors, showcasing a record number of partners presenting hundreds of bookable products from destinations such as Jeddah, AlUla, and the Red Sea. A significant strategic partnership between STA and Riyadh Air was unveiled, focusing on enhancing connectivity routes and exploring new sponsorship and technological opportunities. This alliance aligns with the Tourism Accelerator Program’s aim of increasing international visits to Saudi Arabia.
STA also forged alliances with Saudia and Flyadeal, concentrating on joint promotions to raise awareness and attract new international tourists. These collaborations contribute to STA’s goal of surpassing 150 million tourists by 2030, building on the milestone achievement of welcoming over 100 million visits in 2023.
STA’s commitment to excellence and innovation in global tourism was recognized at ATM, with the agency receiving the Best Stand in Business award and three wins at the World Travel Awards. The agency extends its gratitude to all participants, partners, and attendees for their contributions to the success of ATM 2024, enabling STA to propel Saudi Arabia into its next phase of tourism development.
