STA signs 14 MoUs and facilitates 52 additional partnerships as Saudi Arabia accelerates toward its $800bn tourism vision with immersive showcases and strategic global alliances
At the 2025 edition of the Arabian Travel Market (ATM) in Dubai, the Saudi Tourism Authority (STA) solidified its growing global footprint, signing 14 strategic memorandums of understanding (MoUs) and facilitating an additional 52 agreements between Saudi stakeholders and international tourism entities. The milestone moment comes on the heels of a historic 2024, during which the Kingdom welcomed nearly 116 million visitors — a record-setting achievement.
“We came to ATM 2025 stronger than ever,” said Fahd Hamidaddin, CEO and board member of STA. “Securing 14 strategic partnerships is testament to the unparalleled opportunities on offer — from authentic connections to the warm Saudi welcome.”
Expanding Strategic Partnerships
Among the MoUs signed, STA partnered with leading global hospitality brands including Accor, IHG Hotels & Resorts, and Radisson Hotel Group. New agreements were also forged with top travel technology platforms such as Booking.com, Hopper, Ticombo, and ViaKonnect, further enhancing Saudi Arabia’s accessibility and visibility on the global stage.
To drive regional connectivity and tourism experiences, STA also formalized collaborations with Careem, Fazaa, Altanfeethi, Localbh, Rayna Tours, SEVEN Experience, and Stellar Marketing Solutions.
These new alliances are aligned with the STA’s private sector-focused strategy, which includes enabling 52 additional MoUs between Saudi-based and international tourism companies.
“Saudi Land” Pavilion Wows with Immersive Experiences
The Kingdom’s dynamic presence at ATM 2025 was anchored by the “Saudi Land” pavilion, which drew more than 46,000 visitors. Designed to reflect the diversity and richness of Saudi Arabia’s tourism offerings, the pavilion included interactive tunnels showcasing contrasting summer destinations — from the cool highlands of Aseer, Al Baha, Soudah, and Taif, to its coastal escapes.
Cultural installations, such as live Bisht weaving and traditional Saudi music performances, offered guests an authentic window into the Kingdom’s heritage. Attendees also got a glimpse of upcoming global events in Saudi Arabia, including venue previews for the FIFA World Cup 2034 and the Esports World Cup.
A particular crowd-puller was a feature of Cristiano Ronaldo’s personal travel itinerary in Saudi Arabia, highlighting the nation’s growing allure among international celebrities and travelers.
Focus on Regional and APAC Markets
STA’s leadership also took part in key high-level engagements during ATM. CEO Fahd Hamidaddin met with officials from Abu Dhabi’s Department of Culture and Tourism, emphasizing the importance of Gulf-wide collaboration in elevating regional tourism.
On the final day of the exhibition, Alhasan Aldabbagh, president of Asia Pacific at STA, joined the ‘APAC Market Impact’ panel, highlighting Saudi Arabia’s expanding efforts to attract travelers from China and India. Topics included digital marketing campaigns and the enhancement of religious tourism experiences tailored for Asian markets.
A Vision Backed by $800 Billion
The initiatives and partnerships unveiled at ATM 2025 are part of a broader commitment under Saudi Arabia’s Vision 2030 strategy, which includes a government-backed $800 billion tourism investment plan aimed at positioning the Kingdom as a premier global destination.
“We have only just begun,” Hamidaddin said, underscoring STA’s ambition to transform Saudi Arabia’s tourism sector and inviting global partners to join in shaping what he described as “the next chapter of Saudi tourism.”
As the Kingdom opens its doors wider to the world, the momentum from ATM 2025 signals a future full of promise — grounded in strategic collaboration, rich cultural offerings, and bold investments.
