Saudi Tourism Drives New Global Engagement with Landmark Partnerships at ATM 2025

Published on May 3, 2025

The Saudi Tourism Authority (STA) concluded its participation at the Arabian Travel Market (ATM) 2025 with remarkable success, securing landmark partnerships that could substantially influence global travel patterns. Having successfully signed 14 Memoranda of Understanding (MoUs) directly and facilitated an additional 52 agreements between its domestic partners and international entities, STA made significant progress in amplifying Saudi Arabia’s position as a leading global tourism destination.

The newly formed alliances include major international hotel chains such as Accor, IHG Hotels & Resorts, and Radisson Hotel Group, reinforcing Saudi Arabia’s commitment to enhancing its hospitality infrastructure and global connectivity. Additionally, critical collaborations were formalized with prominent global travel platforms like Booking.com, Hopper, Ticombo, and ViaKonnect, signaling an enhanced digital presence and accessibility for international travelers.

Expanding Regional Connectivity

STA also secured strategic partnerships with influential regional players such as Careem and Fazaa, fostering regional integration and accessibility for travelers within the Middle East. These alliances are poised to improve transportation options, ease of booking, and regional travel packages, significantly impacting the movement of travelers across Middle Eastern borders.

Strengthening Tourism Infrastructure

In efforts to further enhance infrastructure, STA partnered with local entities like Altanfeethi, Localbh, Rayna Tours, SEVEN Experience, and Stellar Marketing Solutions. These strategic relationships will likely amplify the availability and quality of local tourism experiences, reflecting Saudi Arabia’s dedication to providing authentic, enriching, and comprehensive tourism offerings.

Facilitating High-Level Dialogues and Collaborations

Throughout ATM 2025, high-level discussions notably included a significant meeting between STA CEO Fahd Hamidaddin and senior leadership from Abu Dhabi’s Department of Culture and Tourism. This dialogue aimed to foster closer regional collaboration, potentially paving the way for joint initiatives and shared tourism growth strategies between Saudi Arabia and the UAE, enhancing the broader Gulf region’s attractiveness as a unified destination.

Showcasing the Dynamic Saudi Land Pavilion

One of the event’s key highlights was the vibrant “Saudi Land” pavilion, which successfully attracted over 46,000 visitors. The pavilion was instrumental in presenting Saudi Arabia’s diverse tourism opportunities, including immersive displays featuring pristine coastal regions perfect for sun and sea experiences, contrasted by the cooler, mountainous escapes of regions like Aseer, Taif, Al Baha, and Soudah.

Visitors were also introduced to upcoming global events, notably the Esports World Cup in Riyadh and early glimpses of stadiums planned for the FIFA World Cup 2034™, demonstrating Saudi Arabia’s capability and commitment to hosting globally significant events.

Cultural and Heritage Promotion

Saudi Land effectively showcased the country’s rich cultural heritage through immersive experiences such as the Cultural Heritage Corner. This section prominently featured traditional crafts, including Bisht weaving and pottery, alongside captivating performances by folklore troupes and musicians. These offerings demonstrated Saudi Arabia’s dedication to preserving and celebrating its cultural traditions, significantly enriching the visitor experience and enhancing its appeal to culturally oriented international tourists.

International Promotion and Celebrity Endorsements

Adding further allure to the promotional activities, Saudi Land featured a travel itinerary endorsed by international football icon Cristiano Ronaldo. This strategic celebrity endorsement was likely aimed at attracting Ronaldo’s extensive global following, thereby significantly boosting international visitor interest and promoting Saudi Arabia as a must-visit destination.

Insights from Asia Pacific Region

The significance of the Asia Pacific region was underscored during ATM 2025, particularly through a panel featuring Alhasan Aldabbagh, STA’s President of Asia Pacific. Aldabbagh emphasized understanding diverse consumer preferences in Asia-Pacific markets, leveraging tailored social media strategies for direct consumer engagement, and prioritizing enhanced experiences for religious tourism from countries like China and India. Such insights reflected STA’s targeted efforts to attract substantial visitor numbers from these key source markets, indicating future tourism growth potentials from the Asia Pacific region.

Promoting Religious Tourism

Highlighting Saudi Arabia’s unique positioning as the center of Islamic heritage, STA discussed initiatives aimed at significantly enhancing the experiences of religious tourists. This segment of the tourism market is expected to grow considerably, driven by improved accessibility and tailored visitor experiences, further amplifying Saudi Arabia’s global appeal as a premier destination for religious and cultural tourism.

Significant Visitor Numbers and Economic Impact

Saudi Arabia’s successful tourism strategy, illustrated by attracting nearly 116 million visitors in 2024, served as a testament to its robust growth trajectory. The landmark agreements secured at ATM 2025 will likely contribute significantly to sustaining and accelerating this upward trend. Such sustained visitor growth holds considerable economic promise, potentially influencing global tourism markets as competitors observe and emulate successful Saudi practices.

Operational Success and Global Partnerships

STA’s operational approach during ATM 2025 illustrated its ability to foster effective business relationships, facilitating direct connections between Saudi suppliers and global travel trade entities. This operational effectiveness was further highlighted by securing numerous deals and strategic partnerships throughout the event, setting a global benchmark in tourism industry collaboration practices.

Saudi’s Commitment to Long-term Growth

CEO Fahd Hamidaddin emphasized the critical role of private sector partners in Saudi Arabia’s tourism success, highlighting the commitment of $800 billion towards the tourism sector. Such substantial financial dedication reflects Saudi Arabia’s long-term vision for tourism as a key economic driver, signaling a profound impact on global tourism investments and industry standards.

Recommendations for Global Travel Stakeholders

International travel stakeholders considering engagement with Saudi tourism opportunities were advised to:

• Actively explore newly introduced bookable packages and customized itineraries, leveraging direct supplier relationships.
• Consider strategic alignments and partnerships with Saudi entities to benefit from the extensive promotional and operational support available.

These recommendations underscore broader strategic practices globally, emphasizing the value of collaborative industry relationships and proactive engagement with emerging tourism markets.

Saudi Arabia’s successful outcomes from ATM 2025, demonstrated by landmark partnerships, extensive international engagements, and dynamic cultural showcases, marked a pivotal moment for global tourism. These developments not only reinforce Saudi Arabia’s global tourism stature but also provide crucial insights and strategic blueprints for international tourism stakeholders, potentially reshaping global travel industry trends and significantly influencing future market dynamics.