Saudi Tourism Authority Secures New Landmark Partnerships at Record-Breaking Trade Show

Saudi Tourism Authority Secures New Landmark Partnerships at Record-Breaking Trade Show

Saudi tourism celebrated one of the most successful travel trade shows in its history at ITB Berlin this week, marking the kingdom’s milestone achievement of welcoming over 100 million tourists in 2023 and securing major new trade partnerships as the sector continues its remarkable growth, according to a news release by the Saudi Tourism Authority (STA).

Building on the success of ITB Berlin 2023, the authority secured more than 15 agreements this year, including major partnerships with Group, Flynas, and Eurowings as well as new collaboration with Visit Bahrain, Visit Oman, and Qatar Tourism.

These actions are set to boost the Saudi tourism sector, propelling it towards unprecedented sustainable growth and further solidifying the kingdom's position as a leading global tourism destination.

Minister of Tourism and STA Chairman Ahmed bin Aqeel Al-Khatib praised Saudi Arabia's successful participation in this year's ITB.

“The 2024 Saudi pavilion showcased the bright future of tourism in our country in line with Saudi Vision 2030, along with the growth and evolution of Saudi’s tourism sector,” he said.

“Our participation in ITB has had a positive impact on enhancing Saudi’s position on the global tourism map -- strengthening relationships and cooperation with key international partners and catalyzing joint work to achieve global sustainability in tourism.”

STA chief executive and board member Fahd Hamidaddin said, “Saudi’s participation in ITB Berlin has been one of the most successful in our history and will help turbocharge the remarkable growth our thriving tourism sector has already seen.”

“With more than 55 partners from the tourism ecosystem attending the show, we secured more than 15 new agreements that will increase our connectivity and ensure the world is aware of our dynamic and diverse destinations,” Hamidaddin said. “Saudi’s growth so far is just the start of our story, a story which will be built on for years to come.”

During ITB, STA and Group unveiled a major partnership aimed at attracting 350,000 additional tourists to Saudi over the next year. The collaboration, STA's largest global partnership to date, leverages Group’s extensive network and technological expertise to promote Saudi Arabia’s unique tourism offerings to a worldwide audience, according to the news release.

In a strategic move, STA joined forces with Flynas to launch a campaign aimed at boosting international visits to the Kingdom. The partnership will see a new Flynas route between Jeddah and Berlin launching September 1, with three flights per week -- aiming to significantly increase passenger capacity and enhance access to Saudi's rich cultural and historical treasures.

In another agreement aiming to enhance air travel connections between Germany and Saudi Arabia, the Saudi Air Connectivity Program and Eurowings signed an agreement to launch two direct routes connecting Cologne and Berlin to Jeddah, with the goal of beginning operations in October.

Expanding its collaborative efforts across the Gulf Cooperation Council (GCC), STA announced further collaboration with Visit Bahrain, Visit Oman, and Qatar Tourism that will see new promotional campaigns designed to attract new international tourists to the region.

The innovative campaigns, designed to showcase the diverse cultural, historical, and natural landscapes of the GCC countries, offer international visitors a seamless experience exploring the rich heritage and modern marvels of Saudi Arabia and its neighboring states.