The Saudi Tourism Authority (STA) kicked off the 2024 Arabian Travel Market (ATM) in Dubai with a bang. Their delegation, comprised of 72 partners representing key sectors within the Saudi tourism industry, aims to showcase the Kingdom’s diverse summer offerings and solidify its position as a year-round tourism leader.
A Strategic Showcase for Growth
This year’s participation at ATM builds upon the success of the 2023 event. The expansive Saudi pavilion, spread across three floors, features a multitude of partners presenting a wide range of bookable experiences across top destinations like Jeddah, AlUla, Aseer, Riyadh, and the Red Sea. These curated offerings cater to both budget-conscious and luxury travelers.
Targeting Key Markets for Expansion
STA is placing a strategic focus on attracting visitors from the Middle East and Asia Pacific (MEA and APAC) regions. These markets contributed a combined 23 million visits in 2023, and the STA aims to cultivate further growth in these areas. Additionally, India and China are identified as priority markets for targeted tourism initiatives.
A Multi-Sensory Experience Awaits Visitors
The Saudi stand offers visitors an immersive experience that captures the essence of the Kingdom. Here’s a glimpse of what attendees can explore:
- Virtual Adventures: Take a thrilling virtual bike ride through the breathtaking mountains of Aseer.
- Curated Soundscapes: Download specially created Saudi Summer playlists, a collaborative effort with Anghami, a popular music streaming platform.
- Sporting Spirit: Immerse yourself in the world of Saudi football with memorabilia from the Saudi Pro League Museum.
- Cultural Performances: Witness captivating live performances by traditional Saudi dancers.
- Digital Art Showcase: Explore digital artwork from talented local artists.
- Interactive Discovery: Delve into the Kingdom’s diverse offerings through an interactive Saudi map and events calendar.
Unveiling “Saudi Rewards”
The Saudi stand also highlights the groundbreaking “Saudi Rewards” program. This first-of-its-kind initiative allows both citizens and visitors to earn points redeemable for various rewards across tourism, shopping, dining, entertainment, and more. A dedicated booth with interactive activations allows ATM visitors to explore this exciting program.
Collaborative Discussions and High-Profile Engagements
The event’s first day saw STA’s CEO, Fahd Hamidaddin, participate in a prominent panel discussion. He, along with other tourism leaders from the GCC, engaged in a conversation about collaboration and the pivotal role Saudi Arabia plays in the region’s burgeoning tourism sector.
Additionally, the popular Dubai radio station Dubai Eye broadcasted their afternoon show live from the Saudi stand, further amplifying the Kingdom’s summer offerings to a wider audience. Renowned Indian influencer Masoom Minawala Mehta and the world-famous travel influencer duo, Wael and Nael Abualteen, were also present at the stand, creating captivating content for their social media channels.
Building on Success and Looking Towards the Future
STA, along with its partners, aims to surpass the impressive results achieved at the 2023 ATM. Last year’s event witnessed over 1,600 deals, more than 50 MoUs and strategic agreements signed, and a notable increase of 35,000 tourist visits.
The Kingdom continues its tourism trajectory in 2024, experiencing a double-digit growth in tourist arrivals during the first quarter compared to the same period last year. This momentum strengthens Saudi Arabia’s position as a leading global tourism destination and propels them closer to their ambitious target of 150 million visits by 2030.
