March 5, 2024, marks the commencement of ITB Berlin 2024, where Saudi Arabia takes pride of place, deploying its most substantial delegation to date. This strategic move underscores the Kingdom’s dedication to magnifying its presence in the European travel market, solidifying trade alliances, and showcasing the phenomenal expansion of its tourism sector.
Led by His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Saudi Tourism Authority (STA), the delegation, comprising over 45 distinguished figures from STA, the broader Saudi tourism ecosystem, and pivotal partners like destination management companies, hotels, and airlines, is set to make a memorable impact. Their mission is clear: to position Saudi Arabia as a dynamic, all-season global tourism hub.
Al-Khateeb inaugurated the Saudi pavilion at the fair and met with officials from large international companies and leaders from the World Tourism Organisation and the World Travel and Tourism Council.
The Ministry of Tourism and a high-profile Saudi delegation from the tourism sector are participating in the Kingdom’s pavilion at the exhibition, through which guests are introduced to the great potential that the Kingdom possesses in the field of tourism in terms of geographic and environmental diversity, archaeological sites, and modern tourist attractions.
Building on its acclaimed success as last year’s “best exhibitor”, Saudi Arabia’s stand at ITB Berlin 2024 is designed to be an immersive experience. Visitors can anticipate an array of exclusive on-site experiences, including a life-size F1 car and a virtual driving simulator of the Jeddah Grand Prix circuit, a Saudi Pro League Museum adorned with unique football memorabilia, traditional Saudi dance performances, a themed Saudi Café, and a dedicated date museum in collaboration with the National Center for Palms and Dates, offering an exquisite taste of Saudi dates and coffee.
A focal point of the Saudi presence includes the diverse and ready-to-book travel products from destinations like Jeddah, AlUla, and the Red Sea, encompassing a wide range of experiences, packages, hotels, and cruises designed for trade partners. The stand features an interactive Saudi map and activities calendar, alongside the Arabian Gateway B2B activation, which has informative toolkits, ready-to-use itineraries, and captivating Saudi travel experiences.
Throughout the three-day show, Saudi is showcasing and building awareness of its world-class year-round destination offerings to the European market, strengthening and establishing new trade partnerships, and celebrating the remarkable year-on-year growth of its tourism sector.
It comes after Saudi announced the historic milestone of welcoming more than 100 million domestic and international tourists in 2023. This places Saudi well ahead of the original 100 million target set out under Vision 2030 and has accelerated progress towards a new increased target of 150 million tourists by 2030.
Breaking Records, Building Bridges
To mark the impressive milestone that has further cemented Saudi as a tourism powerhouse, His Excellency Al-Khateeb, will be hosting a celebratory reception convening global tourism leaders on the sideline of ITB to showcase the remarkable growth and development of Saudi Arabia’s tourism sector later today.
The event, titled Breaking Records, Building Bridges, will bring together leaders from the global travel industry and distinguished guests and will further spotlight the exceptional collaborative opportunities that await exploration in the heart of Arabia.
Speaking on the milestone achievement, His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Saudi Tourism Authority, said:
“Saudi’s expanded participation this year’s ITB Berlin reflects our tremendous growth, as we celebrate a milestone of achieving over 100 million tourists in 2023.
“Our goal is to strengthen Saudi’s position among the top 10 nations in the G20 for tourism, as the premier choice for both tourists and investors, a global powerhouse for tourism…”
“This achievement is not merely a number, but a testament to our unwavering commitment, our ability to inspire investment commitments into the tourism sector, and the collaborations made across the Saudi tourism ecosystem as a whole, which has propelled us forward as one of the world’s most dynamic destinations.
“Our goal is to strengthen Saudi’s position among the top 10 nations in the G20 for tourism, as the premier choice for both tourists and investors, a global powerhouse for tourism.”
With Saudi now connected to 36 European cities and plans to introduce over 10 new routes in 2024, including new market entrants ITA Airways and LOT Polish, the Kingdom’s commitment to the European market is evident. The three-day ITB Berlin event will also see STA forging new partnerships and collaborations, building on the 10 agreements signed at the previous year’s ITB, to further drive growth and aim for the ambitious target of 150 million annual tourists by 2030.
Flynas announces new flights
Among key celebrations at the stand on day one of ITB was the fact that Flynas has is launching three weekly flights between Berlin and Jeddah. Originally planned for December 2023, the flights were pushed back to March 2024. The airline will be using its new A321neo aircraft on the route.
The new route has been launched as part of a partnership between flynas and the Saudi Air Connectivity Program (ACP), and coincides with the airline’s participation in the ITB Berlin exhibition, starting today, March 5, 2024. flynas is represented at the event within the pavilion of the Saudi Tourism Authority (STA).
The new Berlin-Jeddah route, set to begin operations on September 4, 2024, will offer three weekly flights from King Abdulaziz International Airport (JED) to Berlin Brandenburg Airport (BER).
This growth aligns with the Saudi National Aviation Strategy’s goals of accommodating 330 million passengers and attracting 150 million tourists by 2030. It also reflects the airline’s expansion strategy, launched early last year under the slogan “We Connect the World to the Kingdom.”
In the ongoing pursuit of Saudi Vision 2030’s ambitions for enhanced air connectivity, flynas is actively contributing to the Kingdom’s aim of establishing itself as a global travel and tourism hub with more than 250 international destinations connected by the end of the decade. Additionally, the airline’s efforts further the goals of the Pilgrim Experience Program, aimed at simplifying access to the Two Holy Mosques.
On this occasion, Bander Almohanna, the CEO and Managing Director of flynas, stated, “Incorporating Berlin into our international network underscores flynas’ growing presence in Europe and solidifies our position as leaders in the global low-cost aviation sector. We are committed to offering more economical options for passengers seeking direct routes between the Kingdom and European destinations, in alignment with our partnership with ACP and the national ambition to establish the Kingdom as a premier global travel and tourism hub.”
Majid Khan, CEO of ACP, commented, “We are excited about the launch of this new route between Berlin and Jeddah, as we work towards catering to the growing tourism demand from Europe. This added route with Germany through flynas reflects our commitment to enhanced connectivity and a robust air connectivity ecosystem. We look forward to working with our domestic and international partners in opening new routes and offering European travelers more options to discover the wonders of Saudi Arabia.’’
Additionally, Hazim Alhazmi, President of Americas & Europe Markets at the Saudi Tourism Authority, said, “This strategic partnership reinforces the growing relationship between Europe and Saudi Arabia, highlighting our common dedication to mutual advancement and cultural exchange. By enhancing connectivity and facilitating travel to the German market, we are creating new opportunities to engage with our business partners and cater to tourists to Saudi. We extend an invitation for all to discover the unique beauty of Saudi at any time of the year, as a warm welcome awaits you.”
Enhancing partnerships @ ITB
In the latter part of last year, partnerships generated approximately 55,000 European tourists, with current strategic partnerships expected to bring over 197,000 European visitors in 2024, contributing 1.4 billion SAR in visitor spending. A key goal in Berlin will be to enhance knowledge about Saudi as a destination and increase its appeal by addressing existing barriers for European travelers and trade.
STA’s latest global campaign, “Go Beyond What You Think”, featuring tourism ambassador Lionel Messi, invites travelers to #ShareYourSaudi and explore the Kingdom’s hidden gems. This initiative aligns with the UN’s “Tourism Opens Minds” campaign and is aimed at transforming perceptions of Saudi tourism in international markets, including Europe.
Saudi Arabia’s ambitious investment of over $800 billion in its tourism sector, with more than $500 billion allocated for developing new destinations, opens up investment opportunities worth over $6 trillion until 2030. Recent announcements, including the opening of the Six Senses Southern Dunes and St. Regis resorts in the Red Sea region ahead of schedule, along with new destinations like Utamo and Elanan, highlight the Kingdom’s rapid progress in becoming a global nexus for innovation, sports, and culture.
As Saudi Arabia showcases its rich and diverse tourism offerings at ITB 2024, the global travel community awaits the unveiling of a landscape brimming with opportunities, set against the backdrop of Saudi’s ongoing commitment to hosting world-class events and nurturing a vibrant winter season. This year, the Kingdom is poised to host over 17,000 events, further cementing its status as a leading global destination.
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Photo – top of page – Tourism Minister Ahmed Al Khateeb, inaugurating the Saudi pavilion at #ITBBerlin. The pavilion aims to connect with key trade partners and showcase Saudi’s unrivaled tourism offerings on the world stage (photo – STA)
