Taking place at the Riyadh International Convention & Exhibition Center from January 22-24, the second edition of the Saudi Tourism Forum, under the patronage of Visit Saudi, has proven to be a nexus for the burgeoning travel sector. It brought together a confluence of over 100 stakeholders from the Saudi Tourism Authority (STA), diverse internal destinations, airlines, hotels, travel agencies, and tour operators.
Building on the momentum of the successful inaugural event last year, the forum expanded its reach, engaging more partners and delving into the most pressing challenges and aspirations of the tourism industry. The STF strove to empower its partners, spotlighting the myriad of investment opportunities within the sector, showcasing unique destinations, and offering inspiring tourism experiences and products. It also served as a pivotal platform for discussing key projects and envisioning the future trajectory of the tourism industry.
Fahd Hamidaddin, CEO and member of the STA Board of Directors (pictured above), emphasised the forum’s role in strengthening the private tourism sector: “The Saudi Tourism Authority, through this paramount forum, aims to bolster the private tourism sector and its partners by aiding them in planning for the future, taking into account past experiences and challenges, aligned with the dynamics of supply and demand,” he stated.
The STA CEO shared the latest accomplishments in the tourism sector as of September 2023, saying that domestic tourism expenditure had seen a significant rise, reaching $23 billion, alongside a $27 billion expenditure in the inbound sector by the end of September 2023.
He highlighted that the year 2023 marked the introduction of 10 million new airline seats, bolstered by Wizz Air’s establishment of 21 new flight paths. This expansion is expected to bring in 253,000 additional visitors each year, contributing approximately $506 million in tourism revenue.
In response to the growing and evolving demands of various consumer groups, the tourism product offerings have seen an impressive expansion, increasing from 200 to 1,500 throughout 2023. The sector also welcomed the inception of 17 new travel agencies over the year, anticipated to facilitate around two million trips annually.
Hamidaddin outlined over 70 enhancements in tourism experiences, achieved through synergies between Visit Saudi and its public and private sector partners. These enhancements include the introduction of Chinese language signage at airports, catering to specific travel needs from countries like India and China, and ensuring hotel readiness for seasonal demands.
The Authority has significantly broadened its customer service, offering support in 12 languages across 18 different platforms, including WeChat and various apps popular in China. To further aid visitors, 45 hotline numbers have been established, alongside a dedicated line for partner communications, handling over 57,000 inquiries to date.
Looking ahead, Hamidaddin disclosed that by the second quarter, a specialised dashboard for business intelligence would be available to entrepreneurs. This tool aims to project visitor numbers and forecast expenditure from key markets for the coming three years.
Moreover, the introduction of the “Saudi Rewards” loyalty programme by Visit Saudi stands out as a strategic move to enhance visitor engagement. The programme incentivises tourists through a points system, with a focus on event attendance and unique experiences, while also offering personalised information to partners. The initiative has already established 168 partnerships, registered over 100,000 customers, and secured strategic collaborations, including with the celebrated Riyadh season.
Diriyah a key sponsor of the event
Amidst the buzz of the STF, the Diriyah Company participated as the proud sponsor – a testament to the cultural and historical prominence of Diriyah, The City of Earth.
As a prominent national symbol in the history of the Kingdom of Saudi Arabia, Diriyah has been associated with the first Saudi state and was founded in 1727 by Imam Muhammad bin Saud, who made Diriyah his initial power base, the first capital of government and a scientific and social center. The company’s pavilion was a focal point for attendees, drawing attention to Diriyah’s cultural, heritage, and tourism developments that align with global sustainability standards.
With an emphasis on strategic collaboration with both local and international partners, Diriyah Company is committed to promoting the unique tourism experiences available at the historic site.
Diriyah’s ambition to become a world-class destination was echoed throughout the forum, aiming to inspire future generations and instil pride in the Kingdom’s rich cultural legacy. The event played a critical role in raising awareness of Diriyah’s storied past and vibrant culture.
Saudi Red Sea Authority signs two MoUs during STF 2024
During the Saudi Tourism Forum 2024’s concluding day, the Saudi Red Sea Authority (SRSA) signed two significant Memorandums of Understanding (MoUs), one with the Saudi Investment Recycling Company (SIRC) and the other with the National Maritime Academy (NMA). These agreements align with the SRSA’s commitment to oversee navigational and marine tourism activities, and to safeguard the marine environment across the nation’s coastal regions.
The MoUs are a testament to SRSA’s dedication to developing policies, plans, and programmes that not only regulate but also enhance the marine tourism sector. They also aim to bolster human capabilities within the coastal tourism sector.
The Acting CEO of SRSA, Mr. Mohammed Al-Asiri, alongside the CEO of SIRC, Eng. Ziyad Al-Shiha, finalised the first MoU. This agreement paves the way for the establishment of a coastal tourism command centre in Riyadh, concentrating on environmental sustainability, security, safety, and tourism enhancement. It also includes a project for the installation and maintenance of mooring buoys along the Red Sea coast and introduces a comprehensive waste management and recycling scheme for areas engaged in marine tourism, with specific initiatives for waste treatment and disposal in the Red Sea region.
The second MoU was officiated by HH. Prince Saud Al Saud, Head of the Partnerships at SRSA, and Capt. Turki Alshehri, Managing Director of the National Maritime Academy. This collaboration focuses on providing specialised training and consultancy services in sustainable marine protection, marine tourism, and recreational activities.
These strategic partnerships underscore SRSA’s goal to work in synergy with both public and private sector entities at local and international levels. The aim is to exchange knowledge, implement best practices, and promote a regenerative tourism approach. These initiatives are central to SRSA’s mission to promote the Red Sea as a premier global tourism destination, while ensuring the conservation and protection of its pristine marine environment.
Riyadh Air announes partnership with Almosafer
In another major move at the forum, it was announced that Riyadh Air has forged a strategic partnership with Almosafer, the nation’s premier travel firm and a part of the Seera Group. This agreement heralds Almosafer as Riyadh Air’s inaugural travel ally within Saudi Arabia.
The alliance between the digital-savvy airline and the leading travel agency is set to pioneer and refine technological solutions aimed at enhancing business operations, in anticipation of Riyadh Air’s inaugural flight in 2025. Almosafer will incorporate Riyadh Air’s travel options into its B2B and B2C platforms, providing customers with expansive travel choices and customised packages that promise a smooth and integrated travel experience both within Saudi Arabia and internationally. Exclusive deals and packages via Riyadh Air’s network will be on offer to Almosafer’s customers, ensuring a travel experience free of complications and rich with connectivity.
Riyadh Air’s inception is a cornerstone of the National Transport and Logistics Strategy, with aspirations to connect travellers to over 100 destinations by the year 2030, thus initiating a new phase of advancement in the Kingdom’s aviation heritage. The establishment of this carrier is a key driver for the Saudi Vision 2030 tourism objectives, which aim to draw in excess of 100 million visitors to the Kingdom and to amplify the tourism sector’s GDP contribution to over 10% by the decade’s end.
Muzzammil Ahussain, CEO of Almosafer, shared, “At Almosafer, a digital-first approach leads our strategy as we integrate cutting-edge digital solutions to craft unrivalled travel experiences for our clientele worldwide. Our partnership with Riyadh Air is a thrilling step towards amplifying innovation and top-tier services for both domestic and global travellers and guests. Riyadh Air, with its digital roots, along with Almosafer’s prominence as KSA’s leading travel platform, will drive our collective ambition to promote Riyadh and Saudi Arabia as prime tourism destinations, celebrated for their rich cultural tapestry, breathtaking natural beauty, and contemporary allure.”
Vincent Coste, COO of Riyadh Air, remarked, “With the vision to connect Saudi Arabia to a network of over 100 destinations by 2030, our alliance with Almosafer is set to offer travellers an enriching booking experience complete with bespoke travel and accommodation options. As we endeavour to redefine the aviation experience and introduce the Kingdom’s cultural and natural wonders to a global audience, our collaboration with the premier travel partner in the Middle East is poised to enhance customer satisfaction by providing a selection of convenient, seamless, and digital-first travel solutions.”
Rotana leverages forum to announce further expansion in KSA
Also at the forum, Rotana highlighted its strategic expansion within the Kingdom of Saudi Arabia, marking a new chapter in its presence in the burgeoning market.
Eddy Tannous, Rotana’s Chief Operating Officer, expressed enthusiasm about the company’s return to the STF, noting, “We are excited to be back at the Saudi Tourism Forum for its second edition. Our participation and the unveiling of our expansion plans underscore Rotana’s dedication to being at the forefront of Saudi Arabia’s tourism evolution.”
With Saudi Arabia recognised as one of the most rapidly expanding markets in the region, Rotana is poised to achieve its goal of doubling its current number of operated rooms in the Kingdom in the coming years.
An ambitious expansion strategy will see Rotana launching eight new establishments across Saudi Arabia, augmenting its portfolio to a total of 4,400 keys across 16 properties. This will include the introduction of four “Edge by Rotana” and one “Rayhaan by Rotana” in Riyadh, “Dar Rayhaan by Rotana” in Al Khobar, “Al Manakha Rotana” in Madinah, and an additional “Edge by Rotana” in Al Baha.
This year’s forum has come at a pivotal moment when visiting Saudi Arabia has become more accessible and enjoyable than ever before, with a variety of visas and a robust digital infrastructure spearheaded by the Visit Saudi platform. The platform not only provides a wealth of information but also a rich array of facilities, packages, and a dynamic agenda for visitors.
