Saudi Tourism Authority partners with...

The entities will collaborate on joint marketing initiatives

The Saudi Tourism Authority (STA) has signed an MoU with Switzerland Tourism (ST) with the aim of raising the profiles of both destinations.

A key aspect of this partnership is identifying joint marketing initiatives that highlight the unique attractions of each country. Special attention will be given to specific tourism sectors, such as marine activities, culture and heritage, and rural tourism.

Commenting on the partnership, STA CEO and board member Fahd Hamidaddin said: “We're thrilled to embark on this historic collaborative journey with Switzerland Tourism, which is the first of its kind between Saudi Arabia and any tourism board.

"Last year, the number of visits from Switzerland to Saudi Arabia increased by 84%. This new agreement will build on that progress with increased collaboration that unlocks valuable growth opportunities for both countries."

Switzerland Tourism director GCC Livio Goetz added: “Saudi Arabia holds great importance as a key market for ST, being the largest market within the GCC. Notably, 40% of all overnight stays in the GCC are generated from Saudi Arabia.

"To bolster its presence and appeal to Saudi guests, ST has a new dedicated representative based in Riyadh. This strategic initiative aims to enhance the manifestation of Switzerland as a leading holiday destination. Saudi travellers, contributing 300,000 hotel nights annually (2022) exhibit a record average daily spending of CHF420.”

Aiming to attract 150 million visitors by 2030, Saudi Arabia is one of the fastest-growing tourism destinations in the world.

Saudi Arabia is increasing its connectivity to the world and current operations to Switzerland include three weekly flights from Geneva to Riyadh, with a capacity of 330 seats, and four weekly flights from Geneva to Jeddah with 564 seats. Zurich has connectivity to Riyadh with three weekly flights with more than 300 seats.

Switzerland is integrated into Saudi’s e-Visa programme, which also accommodates Schengen, US

and UK visa holders, facilitating increased and seamless access to Saudi Arabia.

For more information, visit www.sta.gov.sa

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