TravTalk India Online Magazine
Saudi Tourism Authority (STA) is in the process of building a network of international offices responsible for both trade and consumer marketing activities, to expand the reach and relevance of Saudi’s tourism offer. Each market will be tasked with developing a tailored, strategic approach to most effectively engage with their target audiences.
Hazel Jain
What prompted it to promote Saudi Arabia as a leisure destination in these times?
We aim to achieve 100 million annual visits to the Kingdom by 2030, made up of both domestic and international travellers.To achieve this goal, we have developed a comprehensive strategy to drive the number of visits, increase spend and to build a leading tourism brand for Saudi. We have identified 15 priority leisure source markets spanning the GCC region, Asia, North America and Europe. This is broken down further into three target segments: leisure, MICE and spiritual travel.
Since opening its doors to leisure tourism in September 2019, STA has unveiled many new destinations and experiences for audiences from home and abroad. The campaigns highlight what Saudi has to offer today – its rich culture, deep heritage, diversity of landscape and unparalleled hospitality. It is the authentic home of Arabia: a place of exploration, of unique experiences. This is what we want the world to discover about Saudi.
What traveller segments are you targeting?
Saudi has a diverse and exciting offering when it comes to culture and heritage. The country is home to five UNESCO World Heritage Sites, and a further 11 sites on the UNESCO tentative list. As we develop this aspect of our offering, Hegra in AlUla and Diriyah on the outskirts of Riyadh are spotlight projects for tourists considering a visit to Saudi in the coming months. Hegra, once the southern capital of the Nabataean kingdom, officially opened to leisure tourism in October 2020. Located in AlUla, there are several exciting infrastructure projects in the pipeline, such as French architect Jean Nouvel’s luxury resort in the Sharaan Reserve and Singapore luxury hotel group Aman’s three eco-focused resorts. Diriyah, the birthplace of the Saudi state, aims to become one of the region’s foremost destinations for historical and cultural knowledge-sharing activities and international events.
What are some of the new offerings that Indian leisure travellers will be able to enjoy when travel resumes?
In alignment with the Ministry of Tourism, STA is rapidly laying the foundations for a thriving tourism ecosystem that will drive economic growth, create inclusive and sustainable employment and attract investment, while preserving the environment and the livelihood of local communities. Our approach is rooted in an understanding that the tourism sector needs to safeguard the environments, cultures and communities that underpin its appeal. All tourism developments are being examined through the lens of sustainability. The destination initiatives like the Red Sea, NEO, Qiddiya, Amaala, AlUla and Diriyah have sustainability at the core and are setting new global standards in managing the relationship between tourism and the environment.
Please share some on-ground updates for travel agents in terms of COVID protocols, requirements for travellers, and possibility of air connectivity resuming in the near future.
We continue to work closely with the Ministry of Health on health and safety standards. The Ministry has put in place comprehensive protocols for establishments to provide visitors and their families with a safe experience, which are aligned with the guidelines recommended by the WTTC.
Free healthcare is provided to anyone in Saudi Arabia (citizens and visitors alike) affected by COVID-19
Tracking and testing Apps have been introduced to help people assess their health and manage any and all quarantine requirements
The Saudi tourism e-visa process is 100% digital, ensuring the reduction of touchpoints ahead of travel and upon arrival
What is the strategy that STA will have to promote and market the destination?
We are investing in developing strong relationships with key partners in the travel trade sector in all of our priority source markets. We are in the process of building a network of international offices, responsible for both trade and consumer marketing activities, to expand the reach and relevance of Saudi’s tourism offer. Each market will be tasked with developing a tailored, strategic approach to most effectively engage with their target audiences, be it workshops, roadshows, training & marketing campaign, or Fam trips.
What will be the visa process for leisure tourists into Saudi Arabia going forward?
The launch of the e-visa was a significant milestone in the opening up of the Kingdom. From September 2019 to March 2020, we had issued more than 400,000 tourist visas, and we are confident that we will exceed this target once borders re-open. Visitors from 49 countries are able to apply for the visit visa online, while other nationalities are able to apply for the visa at the Saudi embassy or consulate in their home country.
