As part of its Vision 2030 strategy, Saudi Arabia is channeling about $800 billion into tourism development. At Arabian Travel Market (ATM) 2025 in Dubai, the Saudi Tourism Authority (STA) put that bold plan into action.

Over the four-day event, STA signed 14 memoranda of understanding (MoUs) with global travel and hospitality brands and facilitated another 52 agreements between Saudi and international tourism partners.

These landmark deals — spanning top hotel chains, online travel platforms, and regional services — underline Saudi Arabia’s growing stature as a global destination and demonstrate an open invitation to industry collaborators worldwide.

Landmark Global Partnerships

Saudi Tourism Authority (STA) entered Arabian Travel Market 2025 with a clear mission: to expand Saudi’s global tourism footprint.

At the event in Dubai, STA directly signed 14 MoUs with major international travel and hospitality firms and facilitated 52 more partnerships between Saudi and global tourism players.

These bold deals send a message that Saudi Arabia is a serious, open-for-business destination on the world stage.

The 14 MoUs bring in powerhouse partners. STA joined forces with top hotel chains — Accor, IHG Hotels & Resorts, Radisson Hotel Group — aiming to grow Saudi’s accommodation options.

It also teamed up with leading online travel sites (Booking.com, Hopper, Ticombo, ViaKonnect) to make planning a Saudi trip easier for customers everywhere.

STA’s strategy went beyond global giants. Regional and local partnerships will knit together better travel experiences. For example, STA signed deals with Middle Eastern mobility brands Careem and Fazaa, streamlining regional booking and transportation.

Locally, it worked with Saudi companies like Altanfeethi, Localbh, Rayna Tours, SEVEN Experience, and Stellar Marketing Solutions to enrich authentic tourism offerings at home. Together, these agreements strengthen Saudi’s tourism network and enhance visitor experiences across the kingdom.

Visitors tour the Saudi Land pavilion at ATM 2025. The exhibit showcased Saudi Arabia’s stunning landscapes, heritage, and future events to tens of thousands of attendees.

Saudi Land Pavilion: Culture, Nature and Events

At ATM 2025, the expansive “Saudi Land” pavilion was a showstopper. It attracted around 46,000 visitors over four days. Attendees were treated to immersive experiences highlighting Saudi’s diverse attractions.

A dramatic tunnel led guests from serene sun-and-sea coastline scenes into the cool mountain retreats of Aseer, Taif, Al Baha, and Soudah, revealing the country’s geographic range. The pavilion even previewed Saudi’s major upcoming events — from the Esports World Cup in Riyadh to early glimpses of stadiums planned for the FIFA World Cup 2034.

Beyond scenery and sports, Saudi Land celebrated culture. A dedicated Heritage Corner let guests try traditional crafts like bisht weaving and pottery, while folklore dancers and musicians performed live.

There were also modern touches: one curated itinerary was endorsed by global sports icon Cristiano Ronaldo to draw international interest to Saudi experiences. This blend of tradition and flair underscored Saudi Arabia’s vibrant cultural promise.

Asia-Pacific and Regional Reach

STA used ATM 2025 to sharpen its global outreach, especially toward Asia-Pacific markets. Alhasan Aldabbagh, STA’s President for Asia Pacific, spoke about meeting diverse traveler preferences in China, India and beyond.

He emphasized using tailored social media strategies and rich experiences — including enhancing the pilgrimage experience for Muslim visitors and those interested in Islamic history — to attract tourists from these regions.

Meanwhile, high-level talks are fostering regional cooperation. STA CEO Fahd Hamidaddin held discussions with Abu Dhabi’s Department of Culture and Tourism, highlighting growing Saudi–UAE collaboration on shared travel initiatives.

Such Gulf-wide partnerships create seamless multi-country itineraries — from heritage tours across borders to combined city-and-beach vacations — that appeal to long-haul travelers. In short, Saudi’s ties with neighbors and focus on Asia-Pacific show its intent to become a top destination for travelers from Asia and the Middle East.

Vision 2030 and Future Outlook

All these partnerships fit into Saudi Arabia’s Vision 2030 growth strategy. The kingdom has committed roughly $800 billion to develop tourism — from luxury resorts and entertainment zones to infrastructure like roads and airports.

This massive investment is helping power Saudi’s already-rapid tourism growth: the country attracted nearly 116 million visitors in 2024, and the new ATM 2025 partnerships are expected to sustain and boost this upward trend.