Berlin, Mar 8, 2024, Saudi tourism celebrated a triumphant presence at this week's ITB Berlin, hailed as one of the most successful trade shows in the kingdom's history. The Saudi Tourism Authority (STA) announced a significant achievement, with over 100 million tourists welcomed in 2023, alongside the forging of key trade partnerships to bolster the sector's ongoing growth.
According to an STA news release, the authority secured more than 15 agreements during the event, including substantial partnerships with industry giants such as Trip.com Group, Flynas, and Eurowings. Additionally, collaborative ventures with Visit Bahrain, Visit Oman, and Qatar Tourism were established, signaling a strategic move towards enhancing Saudi Arabia's tourism landscape and reinforcing its status as a premier global destination.
Minister of Tourism and STA Chairman, Ahmed bin Aqeel Al-Khatib, hailed the kingdom's successful participation at ITB, emphasizing the event's role in showcasing Saudi Arabia's vibrant tourism prospects in line with Vision 2030. Al-Khatib noted the positive impact of the kingdom's presence, fostering stronger ties with international partners and advancing efforts towards global sustainability in tourism.
STA's Chief Executive and Board Member, Fahd Hamidaddin, echoed Al-Khatib's sentiments, describing Saudi's participation at ITB as a pivotal moment in the kingdom's tourism trajectory. With over 55 partners from the tourism ecosystem in attendance, Hamidaddin highlighted the significance of the 15 new agreements secured, aimed at enhancing connectivity and promoting Saudi Arabia's diverse offerings on the world stage.
A notable highlight of the event was the unveiling of a major partnership between STA and Trip.com Group, aimed at attracting an additional 350,000 tourists to Saudi Arabia over the next year. Leveraging Trip.com Group's extensive network and technological expertise, this collaboration represents STA's largest global partnership to date.
In another strategic move, STA joined forces with Flynas to launch a campaign geared towards boosting international visits to the kingdom. This initiative includes the introduction of a new Flynas route between Jeddah and Berlin, scheduled to commence on September 1, with the aim of enhancing access to Saudi Arabia's cultural and historical treasures.
Expanding its reach across the Gulf Cooperation Council (GCC), STA announced further collaboration with Visit Bahrain, Visit Oman, and Qatar Tourism, focusing on joint promotional campaigns to attract international tourists to the region. These initiatives aim to showcase the rich cultural, historical, and natural landscapes of the GCC countries, offering visitors a seamless experience exploring Saudi Arabia and its neighboring states.
Minister Al-Khatib led the Saudi delegation at ITB, accompanied by Vice Minister of Tourism Princess Haifa bint Muhammad, STA leadership, and representatives from the wider tourism ecosystem. The event saw more than 14,000 interactions at the Saudi pavilion, featuring a record number of partners showcasing bookable products across various destinations.
To commemorate the milestone of welcoming over 100 million tourists in 2023, Minister Al-Khatib hosted a celebratory reception during ITB, bringing together global tourism leaders to showcase Saudi Arabia's remarkable growth and development in the tourism sector. The event underscored the kingdom's commitment to fostering collaboration and innovation within the global travel industry, highlighting the myriad opportunities awaiting exploration in the heart of Arabia.
