Saudi Tourism Authority Signs MoU with Switzerland Tourism
The Saudi Tourism Authority (STA) has signed an MoU with Switzerland Tourism to bolster collaboration in the tourism sector.
CEO and Board Member of the STA Fahd Hamidaddin and Director GCC at Switzerland Tourism Livio Gotz signed this agreement at the Saudi Tourism Authority headquarters.
Swiss Federal Councillor and Head of Economic Affairs, Education, and Research Guy Parmelin and Swiss Ambassador to Saudi Arabia Yasmine Chatila Zwahlen attended the ceremony.
This MoU, a first-of-its-kind between the two tourism entities, aims to foster the development of the tourism industry, mutual promotion, and enable collaborative tourism projects between Saudi Arabia and Switzerland, setting a new precedent for international tourism cooperation.
A key aspect of this partnership is identifying joint marketing initiatives that highlight the unique attractions of each country. Special attention will be given to specific tourism sectors such as marine activities, culture and heritage, and rural tourism, through combined marketing efforts to attract travelers seeking unique experiences. This strategic promotion aims to highlight both Saudi Arabia and Switzerland as leading destinations for tourism that gratify every tourist.
Additionally, STA and Switzerland Tourism will work together to utilize the latest technology in the industry to promote a more seamless travel journey for visitors.
This will be achieved through amplified cooperation between local tourism agencies and operators, providing opportunities for further partnerships and value between Saudi Arabia and Switzerland.
Commenting on the partnership, Fahd Hamidaddin said, “We are thrilled to embark on this historic collaborative journey with Switzerland Tourism, which is the first of its kind between Saudi Arabia and any tourism board."
"Last year, the number of visits from Switzerland to Saudi Arabia increased by 84%. This new agreement will build on that progress with increased collaboration that unlocks valuable growth opportunities for both countries."
“This partnership not only signifies the convergence of two rich and diverse tourism landscapes but also emphasizes the importance of global cooperation in fostering enriching travel experiences."
Livio Goetz commented: “Saudi Arabia holds great importance as a key market for ST, being the largest market within the GCC. Notably, 40% of all overnight stays in the GCC are generated from Saudi Arabia. To bolster its presence and appeal to Saudi guests, ST has a new dedicated representative based in Riyadh. This strategic initiative aims to enhance the manifestation of Switzerland as a leading holiday destination. Saudi travelers, contributing 300,000 hotel nights annually (2022) exhibit a record average daily spending of CHF420.”
The Saudi Tourism Authority and Switzerland Tourism will further collaboratively organize events, exhibitions, and conferences in both nations to enhance tourism development, adhering to key goals under Saudi Arabia’s Vision 2030, and promoting a shared vision for the future of tourism.