The Saudi Tourism Authority (STA) has signed 14 memorandums of understanding (MoUs) and facilitated an additional 52 agreements with international tourism entities during the Arabian Travel Market (ATM) 2025. This event highlighted STA’s commitment to expanding its tourism sector, building on a record achievement of welcoming nearly 116 million visitors in 2024.

Fahd Hamidaddin, the CEO and board member of STA, emphasized the strength of the authority’s position at ATM 2025, stating that securing 14 strategic partnerships showcases the unique opportunities available in Saudi tourism, which includes genuine connections and the renowned Saudi hospitality.

Among the MoUs signed, notable partnerships were established with major hotel chains such as Accor, IHG Hotels & Resorts, and Radisson Hotel Group. Additionally, STA secured agreements with prominent digital travel platforms, including Booking.com, Hopper, Ticombo, and ViaKonnect. Other partnerships with companies like Careem and Fazaa aim to enhance connectivity and promote regional tourism.

The “Saudi Land” pavilion at the event attracted over 46 000 visitors and featured engaging activations promoting summer destinations like Aseer, Al Baha, Soudah, and Taif. Visitors experienced a variety of highlights, including a tunnel exhibit that showcased coastal and mountainous retreats, cultural heritage displays, and previews of major global events such as the Esports World Cup and FIFA World Cup 2034 venues.

During the event, STA’s leadership also engaged in discussions with senior officials from Abu Dhabi’s Department of Culture and Tourism to explore further regional collaboration. On the last day of the event, Alhasan Aldabbagh, president of Asia Pacific at STA, participated in a panel discussing the impact of the APAC market, focusing on initiatives to attract more visitors from China and India through targeted digital campaigns and enhanced religious tourism experiences.

The government’s ambitious $800 billion tourism investment plan remains a cornerstone of Saudi Arabia’s Vision 2030, aimed at diversifying the economy and enhancing international market engagement. Hamidaddin remarked, “We have only just begun,” inviting global players to help shape the future of Saudi tourism.