The Saudi Tourism Authority (STA) has successfully signed 14 memorandums of understanding (MoUs) and facilitated an additional 52 agreements between Saudi partners and international tourism entities at the Arabian Travel Market (ATM) 2025. This initiative builds on STA’s achievement of welcoming nearly 116 million visitors in 2024 and aims to promote the country’s expanding tourism offerings while highlighting opportunities for international collaboration.

Fahd Hamidaddin, CEO and board member of STA, expressed confidence in their progress, stating, “We came to ATM 2025 stronger than ever. Securing 14 strategic partnerships is testament to the unparalleled opportunities on offer — from authentic connections to the warm Saudi welcome.”

Among the significant partnerships formed, STA established key collaborations with global hotel giants such as Accor, IHG Hotels & Resorts, and Radisson Hotel Group. Additionally, agreements were made with digital travel platforms including Booking.com, Hopper, Ticombo, and ViaKonnect. These partnerships are expected to enhance connectivity and support regional tourism development through collaborations with companies like Careem, Fazaa, Altanfeethi, Localbh, Rayna Tours, SEVEN Experience, and Stellar Marketing Solutions.

The “Saudi Land” pavilion at the event attracted over 46 000 visitors, showcasing immersive experiences that promoted summer destinations like Aseer, Al Baha, Soudah, and Taif. Highlights included a tunnel exhibit that contrasted coastal escapes with cool mountainous retreats, cultural heritage demonstrations, and previews of major global events, including the upcoming Esports World Cup and FIFA World Cup 2034 venues. A notable attraction was Cristiano Ronaldo’s personal travel itinerary, which drew attention to Saudi Arabia’s growing appeal among international travelers.

During the event, STA leadership engaged in high-level discussions, including a meeting between Fahd Hamidaddin and senior officials from Abu Dhabi’s Department of Culture and Tourism to explore avenues for regional collaboration. On the final day, Alhasan Aldabbagh, president of Asia Pacific at STA, participated in a panel discussing Saudi Arabia’s strategies to attract more visitors from China and India through targeted digital campaigns and enhanced religious tourism experiences.

Central to these efforts is the $800 billion government-backed tourism investment plan, which is a key component of Saudi Arabia’s Vision 2030. Hamidaddin emphasized the ongoing commitment to this initiative, stating, “We have only just begun,” while inviting global players to help shape the future of Saudi tourism.