Saudi Tourism Authority Announces New Partnerships At ITB Berlin Trade Show

Saudi Arabia's tourism sector reached a significant milestone at ITB Berlin this week, celebrating the arrival of over 100 million tourists in 2023. This achievement underscores the kingdom's ongoing success and expansion in the global tourism industry. The Saudi Tourism Authority (STA) announced the formation of more than 15 new trade partnerships, including strategic collaborations with Trip.com Group, Flynas, and Eurowings, alongside new initiatives with Visit Bahrain, Visit Oman, and Qatar Tourism. These partnerships are expected to drive sustainable growth and further establish Saudi Arabia as a premier destination for travelers worldwide.

At ITB Berlin 2023, the STA unveiled its largest global partnership to date with Trip.com Group. This collaboration aims to attract an additional 350,000 tourists to Saudi Arabia over the next year by leveraging Trip.com Group’s vast network and technological capabilities. In a move to enhance air travel connectivity, STA also announced a new campaign with Flynas to introduce a route between Jeddah and Berlin starting September 1, offering three flights per week. Additionally, an agreement with Eurowings will see the launch of two direct routes from Cologne and Berlin to Jeddah in October, further boosting international visits to the Kingdom.

Expanding its efforts within the Gulf Cooperation Council (GCC), STA has embarked on new promotional campaigns in collaboration with Visit Bahrain, Visit Oman, and Qatar Tourism. These campaigns are designed to attract international tourists by showcasing the diverse cultural, historical, and natural landscapes of the GCC countries. Through these initiatives, visitors will have a seamless experience exploring the rich heritage and modern attractions of Saudi Arabia and its neighboring states.

A Bright Future for Saudi Tourism

Minister of Tourism and STA Chairman Ahmed bin Aqeel Al-Khatib highlighted the positive impact of Saudi Arabia's participation in ITB Berlin on enhancing the kingdom's global tourism standing. He emphasized the alignment of these efforts with Saudi Vision 2030 and the ongoing evolution of the tourism sector. Fahd Hamidaddin, STA chief executive and board member, echoed this sentiment, noting that the success at ITB Berlin is just the beginning of a long-term story of growth for Saudi tourism.

The Saudi delegation at ITB Berlin included over 55 representatives led by Minister Al-Khatib and Vice Minister of Tourism Princess Haifa bint Muhammad. The event saw significant interaction with more than 14,000 people at the Saudi pavilion, where partners showcased hundreds of bookable products for destinations such as Jeddah, AlUla, and the Red Sea.

To commemorate welcoming more than 100 million tourists in 2023, Minister Al-Khateeb hosted a reception that brought together global tourism leaders. This event not only celebrated Saudi Arabia's tourism achievements but also highlighted future collaborative opportunities in the heart of Arabia.

With inputs from SPA