In a landmark collaboration, Hilton and the Saudi Tourism Authority (STA) have launched an international campaign designed to spotlight the breadth and beauty of Saudi Arabia’s travel offerings. The initiative features a series of captivating short films and photographs showcasing the country’s diverse destinations, from the bustling metropolises of Riyadh and Jeddah to the historical and natural wonders of Al Ula, Makkah, and Madinah.
This campaign, which builds on a successful partnership in 2023, is being rolled out across key international markets, including the Middle East, South Africa, the UK, Germany, Italy, France, Malaysia, and Indonesia. The visuals provide a vibrant invitation for global travellers, immersing them in Saudi Arabia’s cultural richness and natural splendour before they even set foot in the Kingdom.
Elevating Saudi tourism with Vision 2030
The campaign aligns with Saudi Arabia’s Vision 2030, which aims to diversify the Kingdom’s economy by establishing it as a premier global tourism destination. This initiative follows the signing of a memorandum of understanding (MoU) between Hilton and STA in 2023 to explore opportunities for collaboration in promoting the country’s attractions.
Hilton is playing a pivotal role in supporting Saudi Arabia’s tourism ambitions. The company plans to more than quadruple its presence in the Kingdom, with over 70 hotels in development. These projects will add more than 18,000 rooms to Hilton’s portfolio, introduce its award-winning brands to new locations, and create over 15,000 jobs—with more than half reserved for Saudi nationals.
A visual journey into Saudi Arabia
The campaign’s content brings Saudi Arabia’s unique travel experiences to life, highlighting its must-visit destinations and cultural treasures. It showcases the spiritual significance of Makkah and Madinah, the historical allure of Diriyah, and the breathtaking landscapes of Al Ula’s ancient oases and iconic rock formations, such as Elephant Rock. The visuals also celebrate the vibrant energy of Riyadh and Jeddah, inviting travellers to explore the heart of Saudi Arabia’s cities.
In addition to promoting the Kingdom’s tourism assets, the campaign highlights the hospitality group’s presence across Saudi Arabia. Guests are invited to experience the exceptional hospitality of properties such as Waldorf Astoria Jeddah – Qasr Al Sharq, Hilton Riyadh Hotel & Residences, and Conrad Makkah.
Hilton’s growing footprint in Saudi Arabia
With 21 hotels already operating in the Kingdom, including the recently opened Hilton Riyadh Olaya and The Hotel Galleria Jeddah, Curio Collection by Hilton, Hilton is committed to expanding its footprint. The development pipeline includes three resorts in Al Ahsa in collaboration with Dan Company, a Public Investment Fund subsidiary, and three properties at Rua Al Madinah through a partnership with Rua Al Madinah Holding. Additionally, Hilton is set to introduce the first Waldorf Astoria in Madinah in partnership with Taiba Investments.
This ambitious growth strategy underscores Hilton’s commitment to supporting Saudi Arabia’s vision to become a global hub for tourism, while also providing travellers with luxurious and culturally enriching experiences.
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