Hilton and STA partner to promote...

Global campaign showcases the charms of Riyadh, Jeddah, AlUla and Makkah

Hilton hotel group and Saudi Tourism Authority (STA) have partnered on a global campaign that celebrates Saudi Arabia’s travel offerings.

Building on a successful collaboration in 2024, this latest collaboration targets audiences across the Middle East, South Africa, UK, Germany, Italy, France, Malaysia and Indonesia.

The campaign uses “captivating visuals” in short film and photography to showcase the diversity of the kingdom and bring to life must-visit hotspots, with a focus on Riyadh, Jeddah, AlUla and holy cities Makkah (Mecca) and Madinah (Medina).

Shot among ancient oases and dramatic landscapes, the immersive content spotlights Saudi’s historic birthplace Diriyah with its traditional mud-brick architecture and an elephant-shaped rock formation in AlUla, whose history dates back thousands of years.

Saudi Arabia is investing substantially into its tourism ecosystem, as it looks to attract 150 million visitors by 2030. In January 2025, the Heritage Commission announced the addition of 3,202 new sites, including in Riyadh and Makkah, to the National Urban Heritage Register, underscoring the richness of Saudi’s heritage.

STA and Hilton’s new campaign also highlights Hilton’s properties across the kingdom, including Waldorf Astoria Jeddah – Qasr Al Sharq and Conrad Makkah.

Hilton operates 21 hotels in the kingdom and is set to more than quadruple its presence here with more than 70 hotels under development, including three resorts at farm-based tourism destination Al Ahsa and the first Waldorf Astoria in Madinah.

This will add more than 18,000 keys to its growing portfolio, and create some 15,000 jobs. With these developments, Hilton is set to double its footprint in the Middle East, with a total of 130 new properties.

For more information, visit www.visitsaudi.com and www.hilton.com/en/corporate

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