Riyadh, February 7, 2024, The Saudi Tourism Authority (STA) has solidified its commitment to advancing the tourism sector by forging a memorandum of understanding (MoU) with Switzerland Tourism, marking a significant milestone in international tourism collaboration.
The agreement, inked at the Saudi Tourism Authority headquarters, saw CEO and Board Member of STA, Fahd Hamidaddin, and Director GCC at Switzerland Tourism, Livio Gotz, at the helm. Notable attendees included Swiss Federal Councillor and Head of Economic Affairs, Education, and Research Guy Parmelin, alongside Swiss Ambassador to Saudi Arabia Yasmine Chatila Zwahlen.
This landmark MoU, a pioneering initiative between the two tourism bodies, seeks to drive the growth of the tourism industry through mutual promotion and collaborative ventures between Saudi Arabia and Switzerland, setting an innovative precedent for global tourism cooperation.
Central to this partnership is the identification of joint marketing endeavors that spotlight the unique attractions of each country. Emphasis will be placed on specific tourism sectors such as marine activities, culture and heritage, and rural tourism, leveraging combined marketing efforts to entice travelers in search of distinctive experiences. This strategic promotion aims to position both Saudi Arabia and Switzerland as premier tourism destinations that cater to the diverse preferences of every traveler.
Furthermore, STA and Switzerland Tourism will join forces to leverage cutting-edge technology in the industry to enhance the travel experience for visitors. This will entail heightened cooperation between local tourism agencies and operators, fostering opportunities for further collaboration and value creation between the two nations.
Expressing enthusiasm for the partnership, Fahd Hamidaddin remarked, “We are delighted to embark on this historic collaborative journey with Switzerland Tourism, marking the first of its kind between Saudi Arabia and any tourism board. Last year witnessed an 84% increase in visits from Switzerland to Saudi Arabia. This new agreement will build on that momentum, unlocking significant growth opportunities for both countries.”
Livio Gotz added, “Saudi Arabia holds immense significance as a key market for ST, representing the largest market within the GCC. To further enhance its appeal to Saudi guests, ST has established a dedicated representative in Riyadh. This strategic move aims to bolster Switzerland's position as a premier holiday destination. Saudi travelers, who contribute 300,000 hotel nights annually, exhibit a record average daily spending of CHF420.”
The Saudi Tourism Authority and Switzerland Tourism will also collaborate on organizing events, exhibitions, and conferences in both nations to foster tourism development, aligning with key objectives outlined in Saudi Arabia’s Vision 2030 and promoting a shared vision for the future of tourism.
With a target to attract 150 million visitors by 2030, Saudi Arabia is rapidly emerging as one of the world's fastest-growing destinations, evolving to become the most dynamic year-round tourism hub. The country is enhancing its global connectivity through a $100 billion Saudi Aviation Strategy, currently linking to over 128 destinations, including Switzerland.
Switzerland's integration into Saudi's e-Visa program, along with accommodations for Schengen, US, and UK visa holders, streamlines access to Saudi Arabia. This strategic partnership signifies a significant advancement in Saudi Arabia’s tourism sector and lays the foundation for future collaborations with Switzerland, a pivotal European market.
