Saudi Tourism Authority opens Dubai office

Al Qahar Mountains in Jazan, Saudi Arabia

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 reopening of the country to international visitors.

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 the support of 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.

“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.”

“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.”

To support the international and domestic tourism trade ecosystem, STA is introducing Saudi Expert, a comprehensive digital platform that provides partner companies with data, insights, destination information and creative assets in real time.

The platform is intended to ensure that DMCs, tour operators and other stakeholders have on-demand access to the information they need to build their business.

“Saudi has a wealth of iconic sites for travellers to experience when borders reopen and we are ready to welcome visitors from around the world,” said Fahd Hamidaddin. “By investing now in brand awareness and in our network of international offices, we are seeking to expand the global reach and relevance of these sites and integrating new ways of thinking and delivering on our mandate.”

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