Updated: Sep 28, 2021
The Saudi Tourism Authority (STA) has opened a commercial office in Dubai as part of its strategy to engage the tourism trade in key source markets and raise awareness of Saudi, the authentic home of Arabia, following the country’s reopening to international visitors.
STA now has representative offices in twelve markets serving more than 20 countries, with an eventual goal of having 15 offices worldwide to expand the reach of the Authority’s activities.
“STA is focused on enhancing its ability to deliver a truly global scale offering by investing resources today in the network that will drive our business for the future,” said Fahd
Hamidaddin, CEO of the Saudi Tourism Authority. “We are building an integrated global team of professionals to showcase Saudi’s diverse offering of cultural adventures, world-class heritage sites and authentic Arabian hospitality.”
The Dubai office will be responsible for trade and consumer marketing activities, expanding the reach and relevance of Saudi’s tourism offer and working with tour operators, travel agents and other industry stakeholders to build awareness and drive conversion in line with STA’s strategy and mission.
The Middle East representative office is being set up with TCA (Travel Connections Arabia DMCC), a leading global sales and marketing outsourcing agency for the luxury hospitality, tourism and travel industry in the Middle East.
“We have already begun outreach into the regional tourism trade ecosystem and the response has been very positive,” said Ahmed Elbahr, International Markets Director Middle East and Africa, Saudi Tourism Authority. “Through our network of offices and associates, we are actively seeking opportunities to co-invest with partners who are keen to add Saudi as an exciting new destination in their portfolio.”
Since opening its borders to international tourism in September 2019, Saudi rapidly established itself as the fastest-growing tourism destination globally, according to the World Travel and Tourism Council.
Despite the global shutdown of leisure tourism in the wake of the coronavirus pandemic, STA continued to invest in preparing the destination for a return to normalcy.