This year’s Arabian Travel Market was a landmark event for the Saudi Tourism Authority with the signing of over 40 strategic partnerships, reinforcing the Kingdom’s position as a global leader in tourism.
Under the leadership of Fahd Hamidaddin, Chief Executive and Board Member of STA, the authority forged new alliances with major airlines, including Saudia and Riyadh Air, and companies like Flyadeal, Noon, and China i2i Group. These partnerships are expected to enhance the Kingdom’s connectivity and appeal as a dynamic, year-round destination. A flagship ministerial panel led by Hamidaddin also highlighted efforts to extend Saudi’s tourism reach beyond the Gulf Cooperation Council (GCC) regions.
“As we conclude our participation at ATM 2024, I’m filled with pride and optimism for the future of tourism in Saudi. Each partnership, each conversation, each meeting, has reaffirmed our belief that Saudi has an offer like no other,” Hamidaddin said.
“With 72 partners from the tourism ecosystem in attendance, we secured partnerships and made commitments which will further increase our connectivity and ensure the world is aware of our dynamic and diverse destinations,” the STA chief said.
“We leave ATM with an ongoing promise to collaborate regionally, creating a greater tourism economy and elevating the GCC into a global magnet for international travelers,” Hamidaddin said.
One of the highlights of the event was the unveiling of a significant strategic partnership between STA and Riyadh Air aimed at developing new connectivity routes that include sponsorship and technological innovations. This partnership is anticipated to amplify international visits and boost Saudi’s presence on the global stage.
The partnership will further foster increased collaboration between STA and Riyadh Air on the Tourism Accelerator Program to boost international visits and bring more visitors than ever to Saudi.
Another deal, this time between STA and Saudia, will see both entities collaborate on joint promotions, including increased marketing of the stopover visa, enabling visitors to spend up to 96 hours in Saudi Arabia.
Highlighting regional gems and new ventures
The ATM also served as a platform to spotlight regional treasures such as Aseer. In a strategic move, Almosafer, a leading travel company in Saudi Arabia, partnered with the Aseer Development Authority to transform Aseer into a premier global tourism destination.
The partnership will leverage the expertise and comprehensive range of travel services offered by Almosafer, a part of Seera Group, across its business verticals to drive tourism in Aseer, a region located in the southwest of the kingdom.
Under the agreement, Almosafer said it would craft inspired experiences for visitors and introduce regional and global tourists to the diversified entertainment, cultural immersion and sporting activities in the Aseer region, based on the strength of its geographical reach and extensive experience in the kingdom.
At the heart of the partnership is the shared vision to establish Aseer, set in a spectacular location along the Red Sea coast, as a year-round tourism destination for adventure seekers, nature lovers and culture enthusiasts, a statement said.
Under the agreement, ASDA will provide comprehensive training and advisory services to front-line staff and other personnel at Almosafer to build skills and knowledge of curating memorable travel experiences in Aseer.
Almosafer and ASDA will further collaborate to position Aseer as a premier travel destination across Discover Saudi, Almosafer’s destination management company. Almosafer will create exciting package options for inbound and domestic travellers through its B2B partners and will target leisure travellers and appeal to those extending their Umrah/Hajj trips to explore the hidden gems of Aseer.
The wide range of leisure offerings available in Aseer will also be onboarded onto Almosafer Activities, the first ever holistic tours and activities platform for the KSA market and will enable both domestic and inbound travellers to enjoy a vibrant choice of more personalised itineraries and curated experiences in the Kingdom.
Boutique Group debuts @ ATM
Boutique Group participated independently for the first time at the Arabian Travel Market, showcasing its dedication to “redefining luxury hospitality” by converting several of Saudi Arabia’s most notable former royal residences and other cultural and historical landmarks into ultra-luxury hotels.
Furthermore, Boutique Group revealed details of a new memorandum of understanding signed with Altanfeethi, a luxury concierge service, aimed at jointly enhancing the guest experience at airports within the Kingdom of Saudi Arabia through the exchange of knowledge and expertise.
The group’s portfolio features prestigious properties such as the Al Hamra Palace in Jeddah, renowned for hosting distinguished international figures; the Red Palace in the historic centre of Riyadh, depicted on the SAR 100 banknote and previously home to the Council of Ministers for three decades; and the Tuwaiq Palace, a winner of the Aga Khan Award, celebrated for its architectural design inspired by Saudi Arabia’s iconic forts, tents, and oases.
“This year’s ATM theme explores gateways. This is particularly poignant for Boutique Group, because our properties are in essence a gateway to a new model of hospitality, and a more sustainable future. Inspired by Saudi Arabia’s rich heritage and powered by its talent, we are creating a gateway to a more resilient and diversified economy,” stated Boutique Group’s chief executive, Mark De Cocinis.
“We are also delighted to sign a memorandum of understanding with luxury concierge provider Altanfeethi and look forward to exploring more ways to collaborate on this remarkable new model of Saudi hospitality,” he added.
A record-breaking attendance and future outlook
In all, the Saudi pavilion at the ATM attracted over 55,000 visitors, showcasing the Kingdom’s commitment to expanding its tourism sector. This year’s ATM also saw STA receiving accolades such as the Best Stand in Business and three awards at the World Travel Awards, highlighting its leading marketing initiatives.
…
Photo – top of page – STA
