The Saudi Tourism Authority (STA) has established a groundbreaking partnership with Switzerland Tourism through a Memorandum of Understanding (MoU) to enhance the tourism industry.
Fahd Hamidaddin, CEO and Board Member of the STA, alongside Livio Goetz, Director GCC at Switzerland Tourism, finalized the agreement at the STA’s main offices. The event was graced by the presence of Swiss Federal Councillor and Head of Economic Affairs, Education, and Research Guy Parmelin, and Swiss Ambassador to Saudi Arabia Yasmine Chatila Zwahlen.
This pioneering MoU marks the first collaboration of its kind between the two entities and aims to promote mutual tourism development, enable joint projects, and set a new standard for international tourism relations.
Both nations are keen on launching combined marketing campaigns to showcase their unique attractions, with special focus on marine activities, cultural heritage, and rural tourism to entice travelers seeking distinct experiences. This collaborative effort underlines Saudi Arabia and Switzerland’s status as prime tourism choices.
The alliance further aims to leverage cutting-edge technology to ensure a smooth travel experience for tourists. This involves strengthening the bond between local tourism stakeholders, fostering more partnerships and shared value between the two countries.
We are thrilled to embark on this historic collaborative journey with Switzerland Tourism, which is the first of its kind between Saudi Arabia and any tourism board,
commented Fahd Hamidaddin, capturing the excitement of this new venture.
Goetz shared insights on the importance of Saudi Arabia as a significant market for Swiss tourism, noting the substantial contribution of Saudi guests to Switzerland’s tourism economy.
The collaboration will also see the two countries organize joint events, including exhibitions and conferences, to further tourism development. This aligns with the objectives of Saudi Arabia’s Vision 2030, aiming to attract 150 million visitors by the end of the decade, positioning Saudi Arabia among the world’s most dynamic tourism hubs.
Enhancing global connectivity, Saudi Arabia’s ambitious $100 billion aviation strategy includes flights connecting to over 128 destinations, such as Switzerland. This includes multiple weekly flights between Geneva, Riyadh, and Jeddah, as well as Zurich’s connections to Riyadh.
Switzerland is also a part of Saudi Arabia’s e-Visa program, easing access for travelers and marking a significant step forward in the kingdom’s tourism agenda. The deepening alliance sets a precedent for future collaborations between Saudi Arabia and Switzerland, a vital European market.