The Saudi Cabinet, under the chairmanship of King Salman, has endorsed a comprehensive set of 24 regulations covering the Saudi Tourism Authority (STA). This approval marks a major advancement in the Kingdom’s efforts to enhance its position as a leading global tourist destination, in line with the ambitious Vision 2030.
The newly approved regulations are designed to provide a fresh impetus to the tourism sector, focusing on global promotion, fostering international and regional collaborations, and setting strategic tourist targets. A key highlight of these regulations is the establishment of marketing offices both within Saudi Arabia and internationally, with the aim of increasing visitor arrivals and showcasing the Kingdom as a premier tourist destination.
Tourism Minister Ahmed Al-Khateeb, who also serves as the chairman of the STA, underscored the government’s commitment to supporting the tourism sector’s objectives, which are intricately aligned with Vision 2030. The regulations are set to empower the STA to undertake a more dynamic role in promoting the Kingdom’s rich cultural heritage and diverse tourist attractions at local, regional, and international levels.
Among the pivotal aspects of these regulations is the emphasis on collaboration with government bodies related to tourism to create promotional offices in a number of key source markets. The regulations also outline the importance of setting visitation targets and allocating funds in ways that bolster the involvement of the private sector, thereby driving the sector’s overall growth.
The STA is now mandated to execute comprehensive plans and policies for tourism marketing, both domestically and internationally. This includes the enhancement of tourist destinations in collaboration with the Ministry of Tourism, along with supporting and marketing various activities and events organized by government entities and the private sector.
A crucial function of the STA, as per the new regulations, is to establish and regularly update a database of all tourist sites, destinations, resorts, and services. This effort will be undertaken in collaboration with relevant authorities to ensure a rich and accessible repository of Saudi Arabia’s tourist offerings.
Furthermore, the STA is tasked with promoting Umrah packages, including the oversight of platforms developed for this purpose, in coordination with pertinent agencies. The authority is also responsible for evaluating visitor experiences and developing the necessary standards, tools, and mechanisms to address tourist priorities and challenges, sharing these insights with the Ministry of Tourism.
The STA’s role extends to proposing designs, policies, and procedures for the development and modernisation of tourist sites, working alongside esteemed local and international companies to leverage their expertise in tourism marketing within the Kingdom.
Importantly, the regulations encompass the conduct of marketing campaigns, both domestically and internationally, to highlight the Kingdom’s tourist sites and products…
Importantly, the regulations encompass the conduct of marketing campaigns, both domestically and internationally, to highlight the Kingdom’s tourist sites and products. This includes the development and registration of trademarks and other intellectual property rights associated with tourism marketing under the authority’s name, in compliance with relevant regulations.
Under the newly established regulations, the authority is tasked with crafting and executing media strategies to bolster tourism marketing efforts both domestically and internationally. This includes orchestrating and participating in tourism-related forums, conferences, and exhibitions within and beyond the borders of Saudi Arabia, in collaboration with pertinent bodies.
Furthermore, the authority is mandated to offer comprehensive support to tourism product proprietors within the Kingdom, encompassing administrative, technical, and consultative guidance to enhance their marketing initiatives. This extends to bolstering projects for small and medium-sized enterprises in alignment with relevant authorities. Additionally, the authority is responsible for the creation and execution of specialised training programmes designed to elevate the proficiency of tourism marketing practices and facilitate the professional development and training of personnel in this sector, achieved through partnerships with both local and international educational institutions.
Overall, these regulations signify a comprehensive approach to revitalising Saudi Arabia’s tourism sector, with the STA at the helm of efforts to enrich the travel experience, align marketing strategies with the national tourism strategy, and secure the Kingdom’s status as a global tourist destination.
