In a landmark week for Saudi tourism at ITB Berlin, the sector celebrated a record-breaking year with the arrival of over 100 million tourists in 2023, alongside securing significant trade partnerships that promise to propel the industry to new heights. The Saudi Tourism Authority (STA) has been instrumental in these achievements, ensuring the continued expansion and success of the sector.
With the curtains falling on ITB Berlin 2023, the STA has emerged with over 15 new agreements, including noteworthy partnerships with travel and aviation giants such as Trip.com Group, Flynas, and Eurowings. The strategic collaborations with Visit Bahrain, Visit Oman, and Qatar Tourism are anticipated to inject further momentum into Saudi Arabia’s tourism industry, reinforcing its status as a top-tier global destination.
The Minister of Tourism and STA Chairman, Ahmed bin Aqeel Al-Khatib, lauded Saudi Arabia’s impressive showing at this year’s ITB. The 2024 Saudi pavilion demonstrated our nation’s vibrant future within the tourism landscape, perfectly aligning with the objectives of Saudi Vision 2030 and the evolution of our tourism sector,
he remarked.
He further emphasized the positive influence of their ITB participation in elevating Saudi Arabia’s profile within the international tourism arena, fostering pivotal relationships, and working collaboratively towards global sustainability in tourism.
STA’s chief executive and board member, Fahd Hamidaddin, echoed these sentiments, noting the historic success of their participation in the event. With the support of over 55 partners from the tourism ecosystem and the establishment of more than 15 new agreements, we’ve expanded our reach and highlighted our diverse destinations to the world,
said Hamidaddin. This progress marks just the beginning of Saudi’s promising tourism narrative,
he added.
At ITB, a groundbreaking partnership between STA and Trip.com Group was unveiled, targeting the attraction of 350,000 additional tourists to Saudi Arabia within the next year. This largest-ever global partnership for STA taps into Trip.com Group’s vast network and technological prowess to globally promote Saudi Arabia’s unique tourism attractions.
Further bolstering international visitation, STA and Flynas are collaborating on a campaign that will inaugurate a new Flynas route from Jeddah to Berlin, starting September 1st, with three flights weekly. This initiative aims to significantly augment passenger capacity and provide easier access to Saudi’s cultural and historical gems.
Enhancing German-Saudi air travel connections, the Saudi Air Connectivity Program and Eurowings have agreed to establish two direct flights from Cologne and Berlin to Jeddah, slated to commence operations in October.
Strengthening ties within the Gulf Cooperation Council (GCC), STA has announced collaborations with Visit Bahrain, Visit Oman, and Qatar Tourism. These partnerships will launch new campaigns aimed at drawing international tourists to the region, featuring the rich cultural and natural landscapes of the GCC countries and offering visitors a comprehensive experience of the area’s heritage and contemporary attractions.
The Saudi delegation at ITB, led by the tourism minister and comprised of over 55 representatives, included Vice Minister of Tourism Princess Haifa bint Muhammad and leaders from the wider Saudi tourism industry. They showcased an array of bookable products from diverse destinations like Jeddah, AlUla, and the Red Sea to the 14,000 visitors at the Saudi pavilion.
In celebration of the milestone achievement of surpassing 100 million tourists last year, Minister Al-Khatib hosted a reception at ITB, attended by global tourism leaders, to highlight the impressive growth and potential of Saudi’s tourism sector and the excellent opportunities for collaboration in the heart of Arabia.