Award Recognition: The Ministry of Tourism won the Sharjah Government Communication Award (SGCA) 2024 for Best Integrated Communication System at the 13th International Government Communication Forum (IGCF 2024), celebrating their successful media campaign highlighting Saudi Arabia’s record-breaking achievement of welcoming over 100 million tourists in 2023.
Campaign Impact: The Ministry’s campaign effectively showcased Saudi Arabia’s cultural, geographical, and natural appeal, using traditional and digital media to position the Kingdom as a leading global tourist and investment destination, reaching nearly 80 million people across social media platforms.
Strategic Leadership: The campaign’s success was significantly supported by Minister of Tourism Ahmed Al-Khateeb and was praised by Majed Al-Hamdan for its role in demonstrating Saudi Arabia's readiness to welcome tourists and its progress in tourism as part of Vision 2030.
Sharjah, September 6, 2024 — In a remarkable achievement for the Kingdom, the Ministry of Tourism, represented by the General Administration of Institutional Communication, has been awarded the prestigious Sharjah Government Communication Award (SGCA) 2024 for Best Integrated Communication System. This accolade was presented at the 13th International Government Communication Forum (IGCF 2024), an event renowned for highlighting excellence in government communication strategies.
This award celebrates the Ministry’s highly successful media campaign, which aligned with Saudi Arabia’s landmark achievement of hosting over 100 million domestic and international tourists in 2023. This significant milestone was confirmed by leading international bodies, including the United Nations World Tourism Organization (UNWTO) and the World Travel & Tourism Council (WTTC).
The 11th edition of the SGCA witnessed unprecedented participation, with a record-breaking 3,800 submissions from 44 countries. This represents a staggering 230% increase compared to the previous year. Out of these, 1,129 entries were deemed eligible, and 46 were shortlisted for the final awards.
The Ministry’s media campaign was instrumental in elevating Saudi Arabia’s profile as a premier global tourism destination. By spotlighting the Kingdom's rich cultural heritage, diverse geography, and stunning natural landscapes, the campaign effectively showcased Saudi Arabia’s readiness to accommodate record-breaking numbers of tourists.
Employing a multifaceted communication strategy, the campaign utilized a blend of traditional media, digital platforms, and high-profile events to promote the Kingdom’s tourism offerings. This comprehensive approach not only enhanced global interest but also positioned Saudi Arabia as a dynamic and inviting destination for travelers and investors alike.
Majed Al-Hamdan, the Director General of Institutional Communication at the Ministry of Tourism, expressed his enthusiasm about the award, stating, “Our campaign transcends mere statistics. It tells the story of our vibrant culture and rich heritage while demonstrating our preparedness to welcome tourists from all corners of the globe. The influx of millions of visitors and this prestigious award are testaments to our significant growth and evolving role on the global tourism stage.”
Al-Hamdan also acknowledged the crucial support of Minister of Tourism Ahmed Al-Khateeb, whose leadership was pivotal in the campaign’s success. His guidance facilitated the mobilization of major local, regional, and international media channels, effectively communicating Saudi Arabia’s warm invitation to the world.
The campaign achieved remarkable success, reaching nearly 80 million individuals across various social media platforms and generating substantial engagement and interaction. It also highlighted the broader economic and social benefits of tourism, such as job creation, cultural exchange, and economic diversification. These outcomes reflect the successful implementation of Vision 2030, which aims to broaden the Kingdom’s economic base and elevate its global standing.
The Sharjah Government Communication Award recognizes and honors innovative and impactful communication strategies that promote transparency, foster trust, and yield positive societal outcomes. The Ministry of Tourism’s recognition in this esteemed global category underscores its unwavering commitment to establishing Saudi Arabia as a must-visit destination on the world stage.