‘We are building a community’

Fahd Hamidaddin, CEO and member of the Board of Saudi Tourism Authority, made a keynote address at the launch webinar titled ‘Journeys of Arabia’, where he shared that 89 per cent of respondents to their recent survey said they were keen to travel again. This definitely is a huge opportunity.

Hazel Jain

Friends and partners of the Saudi Tourism Authority, welcome to ‘Journeys in Arabia’ – our first-ever STA-owned event designed especially for you – our international travel trade partners. You join us at a very opportune moment in the history of tourism. Travel is preparing for a rebound as the world begins to get the COVID pandemic under control. Travellers are re-thinking how they want to spend their vacation time – thinking of visiting safe, less-crowded destinations where they can be assured of a warm welcome. I’m especially happy to welcome our friends from India. As the tourism market begins to re-open, India is supposed to become the most significant source market of the world. Eighty nine per cent of respondents to our survey we did recently said they were keen to resume travel. And that is a huge opportunity. But, to take advantage of that opportunity, we need to think differently.

The pandemic has shown us how important it is to be agile and responsive. In the tourism industry, we need to use information in the way Silicon Valley companies do – as a source of competitive advantage. In the New World, knowledge is empowerment. That is why we are building smart systems that will give you access to rich data and insight from all around the world at the same time we are seeing it. That is why, we are taking a lesson from social media companies and building a dynamic and responsive content syndication system. Content that is accessible in real-time and approved for use.

At STA, we are not building a network, we are building a community. A community dedicated to positioning Saudi as a unique tourism destination – as home for Arabia. We have to show travellers a country of natural beauty, great diversity and hidden treasures – of lush valleys, clear seas and rugged mountains, of 10,000 ancient sites and stunning modern architecture. A destination where iconic places and unexpected stories meet exceptional experiences delivered with true Arabian hospitality.

It will not be easy. Today, Saudi has only five per cent global awareness as a travel destination. But we’ve all faced challenges before. In these times, it’s perhaps more true to say that uncertainty is the only certainty.But despite the ever-changing global landscape, one thing we know remains the same  people continue to dream of travel. Today more than ever before, they seek inspiration, they yearn to discover places unseen, to experience the unknown. The growth opportunities in this new world of tourism are endless. And together we will realise them through partnership and through a shared commitment to create a new disruptive way of working together.

We are excited to have you on this journey with us. Together we will create a place for Arabia in the hearts and the minds of travellers. We will create new business opportunities and delight our visitors together. I look forward to welcoming you to the home of Arabia – to Saudi.

Saudi Arabia to open Red Sea by 2022 end

The Red Sea in Saudi Arabia is the world’s most ambitious luxury tourism development, offering an exclusive experience of unparalleled diversity for discerning global travellers. The Red Sea will welcome its first guests by the end of 2022 and will attract a million overnight visits per year by 2030. It will be an exquisite sanctuary offering luxury experiences customised to the needs of each visitor. Smart technology will deliver innovative, tailored services from the moment visitors begin to research their trips to the time they return home.