Saudi Arabia's Tourism Ministry Secures Prestigious SGCA 2024 Communication Award

The Ministry of Tourism, through its General Administration of Institutional Communication, has been honoured with the Sharjah Government Communication Award (SGCA) 2024 for the Best Integrated Communication System. This accolade was presented at the 13th International Government Communication Forum (IGCF 2024). The award acknowledges the ministry's media campaign, which coincided with Saudi Arabia welcoming over 100 million domestic and foreign tourists in 2023, as certified by the United Nations World Tourism Organization and the World Travel & Tourism Council (WTTC).

The media campaign launched by the Ministry of Tourism significantly boosted international interest in Saudi Arabia as a global tourist destination. It showcased the Kingdom's cultural significance, geographical diversity, and natural beauty. The campaign confirmed Saudi Arabia's readiness to receive tourists in record numbers. The strategy utilised various traditional media, digital platforms, and events to present the Kingdom as a leading global travel destination with diverse experiences.

The Director General of Institutional Communication at the Ministry of Tourism, Majed Al-Hamdan, stated, "This campaign is not just about announcing numbers. It aims to tell stories about our culture and heritage and show that we are ready to welcome the world. With millions of tourists visiting, this award is a testament to our growth and remarkable progress in the tourism sector and our emergence as a key player on the global stage."

The media campaign achieved significant success in viewership rates, reaching nearly 80 million across various social media platforms. It also garnered high views and interactions and widespread circulation in international media. The campaign highlighted economic and social returns from tourism, such as job creation, cultural exchange, and economic diversification. This success reflects Vision 2030's aim to diversify Saudi Arabia's economy and enhance its global position.

The Sharjah Government Communication Award recognises innovative communication strategies that promote transparency, trust, and positive societal outcomes. The Ministry of Tourism's recognition in this global category affirms its commitment to proving that Saudi Arabia is a must-visit tourist destination.

Participation Growth

The 11th edition of the SGCA saw a record number of participants since its inception. Over 3,800 Arab and international submissions from 44 countries were received, marking a 230% increase compared to the previous year. A total of 1,129 files were accepted, with 46 nominees making it to the shortlist for the award.

Majed Al-Hamdan emphasised that Minister of Tourism Ahmed Al-Khateeb's support was crucial in preparing and implementing a comprehensive communication campaign. This effort highlighted Saudi capabilities in mobilising major local, regional, and international media to convey that the Kingdom welcomes tourists from all over the world.

This recognition celebrates Saudi Arabia’s achievement in attracting over 100 million tourists in 2023. The Ministry’s efforts have positioned Saudi Arabia as open to global tourists and investors alike.

With inputs from SPA