The Saudi Tourism Authority (STA) and Switzerland Tourism have signed a Memorandum of Understanding (MoU) to strengthen their partnership in the tourism industry. This agreement establishes a framework for cooperation in developing joint tourism projects, promoting both countries as attractive destinations, and leveraging technology to enhance the travel experience.
The partnership aims to leverage the unique strengths of each country, highlighting attractions such as marine activities, cultural heritage, and rural experiences. Collaborative marketing campaigns will showcase these destinations to travelers seeking immersive and memorable travel experiences.
Additionally, the MoU enables STA and Switzerland Tourism to utilize technological advancements in the industry. This includes expanding collaboration between tourism agencies and operators, facilitating new partnerships, and enhancing the overall travel journey for visitors.
CEO and Board Member of STA Fahd Hamidaddin emphasized the significance of this partnership, highlighting the growth opportunities it presents for both countries. The agreement builds on the increasing number of Swiss visitors to Saudi Arabia and opens the door for further collaboration.
Switzerland Tourism's Director GCC Livio Gotz acknowledged Saudi Arabia's importance as a key market and outlined the efforts being made to enhance Switzerland's appeal to Saudi travelers. The appointment of a dedicated representative in Riyadh aims to strengthen the country's presence in the region.
The strategic alliance between STA and Switzerland Tourism aligns with Saudi Arabia's Vision 2030 goals, which aim to transform the country into a year-round tourism destination. Improved connectivity, including flights from Geneva and Zurich, and the implementation of an e-Visa program contribute to the ease of access for travelers from Switzerland and other countries.