Trade partners are extremely important to us and we invite them to talk to us at ATM, says STA CEO Fahd Hamidaddin in an interview. The region’s leading travel show opens on May 6.
Saudi Tourism Authority (STA), along with its destination partners, is all set to take Arabian Travel Market (ATM) Dubai 2024 by storm, with 50 per cent more exhibitors than at last year’s show.
Hot on the heels of crossing the 100- million tourist mark in 2023, the Kingdom will use the ATM platform to put a spotlight on what lies ahead this year in terms of summer offerings, year-round events, key openings and easing of access, while maintaining a sharp focus on mobilizing the trade.
“Every week, Saudi unveils something new – it’s hard to keep up!” Fahd Hamidaddin, CEO of STA, says in an interview with TTN Middle East.
“Trade shows like these are great to ensure that partners know what is happening, and where to go for more information.
“At last year’s event, we welcomed more than 50,000 visitors to our stand, signed over 30 new agreements and delivered 35,000 visits as a direct result of partnerships agreed at the event. Our partnerships from last year with companies such as Almosafer, Visa and Akbar Travels have delivered joint success and we are keen to build more collaborations at this year’s edition of ATM.
“I invite members of the trade who are curious to know more to come along and talk to us at the show,” says the CEO.
SAUDI EXPERT PLATFORM
“Our trade partners are extremely important to us and one thing they have told is they want more information on what there is to do in Saudi, and to make it as easy as possible for them to package it.”
The best place to get this information is the Saudi Expert platform, a comprehensive B2B tool for trade partners, which provides essential information about Saudi Arabia’s diverse tourism offerings. It equips tour operators with essential tools to support their promotional efforts and drive conversions for their businesses and Saudi tourism.
“It’s like a one-stop-shop for our trade partners to show off Saudi’s amazing attractions to the world,” he explains.
There are many reasons to visit Saudi for the first time, but it’s the hospitality and warmth of the Saudi people that ensures visitors keep coming back. Come and see for yourself if you haven’t already – summer is the perfect time
– Fahd Hamidaddin
According to a recent Global Trade Pulse survey, the intent to sell Saudi is 14 per cent higher among users of the Saudi Expert platform, underscoring the positive impact of the information available on the platform.
“This success is supported by our active participation in over 20 trade shows and roadshows in the last year, which have been instrumental in the onboarding of more than 5,000 registered partners into our ecosystem.
“As a result of these combined efforts, we have successfully onboarded and engaged with over 23,000 trade partners worldwide, improving product knowledge, which in turn helps our partners to be more comfortable with selling Saudi and ultimately driving growth within the tourism sector.
“We are constantly innovating and improving our resources to support our trade partners,” says the CEO, “with a major announcement around the Saudi Expert platform coming soon, that will empower our partners further.”
THE YEAR AHEAD
Saudi Arabia has much to offer as a destination, a single country the size of western Europe with 1,800km of coastline, cool mountain regions for trekking and cosmopolitan cities hosting world-class events.
Saudi Arabia’s tourism landscape is undergoing transformative growth with several groundbreaking projects already welcoming visitors, including at AlUla where visitors can see ancient rock formations sitting alongside modern mirrored sculptures.
“We are however equally proud of existing products and want to highlight places that many people will not have discovered – the cool climates of Aseer and cosmopolitan vibes of Jeddah -both have something special to offer our visitors and this year is a perfect time to discover them,” says Hamidaddin.
While the surrounding region grapples with intense heat, places like Aseer and the city of Taif offer temperatures in the low 20s, making them perfect mountainous retreats for travellers seeking natural beauty
Over the next 12 months, Saudi Arabia will launch new resorts including NEOM’s Sindalah Island, which will feature 650 rooms across three hotels, set to open in October. The historic downtown area of Jeddah, Al-Balad, a UNESCO heritage site with a history spanning 200 years, is also introducing three boutique hotels in keeping with their surroundings.
Saudi Arabia is also a vibrant hub for events, including Riyadh Season, a festival of culture and entertainment; the Dakar Rally, a thrilling race over some of Saudi’s most challenging terrain; the Esports World Cup, an annual eight-week competition featuring the world’s elite Esports athletes, which will be hosted in Riyadh this summer, and the Red Sea International Film Festival, which celebrates the best of regional and international cinema.
New and increased flight routes - such as the recent launch of international flights between Dubai and the Red Sea on top of the launch of direct flights from Doha and Amman in December last year – will provide a definite boost to incoming airlift.
“These new routes along with the eVisa scheme and the unified GCC visa that is set to be rolled out during 2024 and 2025, are making it even easier to come and explore all the culture and adventure our destinations have to offer,” says Hamidaddin.
IN THE SUMMERTIME
As we head into the summer season, the CEO reminds us that there are areas within the kingdom that offer seaside escapes and mountainous climes to cool off. For instance, he says, in the future, Souda Peaks will be the country’s highest mountain resort – misty and cloud covered at over 3,000 ft above sea level.
“There are many reasons to visit Saudi for the first time, but it’s the hospitality and warmth of the Saudi people that ensures visitors keep coming back. Come and see for yourself if you haven’t already – summer is the perfect time,” he says.
“Saudi is a year-round destination; during the summer season, coastal areas along the Red Sea boast rare fish and coral reefs and the picturesque Arabian Highlands in the south, burst into life.
“While the surrounding region grapples with intense heat, places like Aseer and the city of Taif offer temperatures in the low 20s, making them perfect mountainous retreats for travellers seeking natural beauty and cool breezes.
“In fact, my mother, who lives in London, once decided to escape the summer heat – and headed to the mountains of Saudi to do so!
TRAVEL BRIDGES CULTURES, SAYS HAMIDADDIN
“TRAVEL bridges and it helps to tackle prejudices,” Fahd Hamidaddin, CEO of STA, says in an interview with TTN Middle East.
“In Saudi, we recognize the immense value of collaboration within the region to enhance the overall tourism experience for visitors who may be exploring the region for the first time. The Middle East is currently leading in tourism growth in comparison to other regions of the world and we want to make it as easy as possible for visitors to experience more and travel further.
“We are proud that Saudi is a key driver of this regional growth and as we head into the upcoming Arabian Travel Market, our efforts to work closely with our regional partners will continue to be integral to our approach.
“From a policy perspective our leadership has worked to improve access within the region with our updated eVisa scheme and the upcoming GCC visa, making travelling across the region more accessible.
“Another key avenue for collaboration is the sharing of cultural and heritage resources, which allows us to highlight the unique attractions and experiences available across the GCC.
“At the ITB Berlin trade show this year, we announced a major collaboration with Visit Bahrain, Visit Oman, and Qatar Tourism which will see new promotional campaigns designed to attract new international tourists to the region.”
Hamidaddin says: “Alongside our unique destination offering, Saudi’s sustained growth can also be attributed to the commitment from our leadership to heavily invest in the sector. Our success has also been down to the orchestration of Saudi’s tourism ecosystem by His Excellency Ahmed Al Khateeb (Tourism Minister) and STA’s work to build the Saudi destination brand so that visitors can better understand what awaits them when they come here.”