Saudi Tourism to showcase summer offerings at ATM
Saudi Tourism Authority (STA) will showcase the kingdom's unique and diverse summer destinations designed to drive business for its trade partners at this year's Arabian Travel Market (ATM) this week.
The move comes as the country's tourism sector continues to go from strength to strength creating significant opportunities for trade.
Representatives from Saudi Arabia's booming tourism sector will be attending the Middle East's biggest travel and tourism trade show that kicks off in Dubai on Monday to build awareness of the kingdom's summer destination offering, strengthen and establish new trade partnerships, and highlight the remarkable growth potential available to business partners working with Saudi, a statement said.
Saudi Arabia's ATM 2025 delegation will be led by Fahd Hamidaddin, CEO and Board Member of STA, and will bring together 51 partners from across the tourism sector at Saudi Land, including top destination management companies, hoteliers, airlines, and major destinations ready to facilitate business transactions.
The delegation will showcase Saudi's distinctive summer destinations and packages to trade partners and consumers in the GCC region, underlining the kingdom's status as a premier year-round tourism destination, with a strategic focus on priority markets such as Middle East and Africa and Asia-Pacific.
Over the summer season, Saudi Arabia offers a unique and diverse range of activities and destinations that translate into attractive bookable products for partners, ranging from the pristine beaches of the Saudi Red Sea, the rich culture of Jeddah, the excitement and bustle of Riyadh, and a global events program like no other, including the Esports World Cup starting this summer.
Saudi Arabia's mountainous regions including the tranquil and picturesque destinations of Aseer, Taif, and Al Baha also provide a refreshing escape during the summer season with cool weather and lush nature. These serene retreats are ideal for adventure travellers who seek natural beauty, wildlife, hiking trails, and cultural experiences.
Hamidaddin said: "Our participation in ATM this year provides an important opportunity to connect with our valued trade partners, build knowledge around the diverse destinations that have made Saudi the fastest-growing tourism destination in the world, and drive tangible business results. Front and center of that will be showcasing Saudi as a unique summer destination, offering an action-packed events calendar, cool mountain regions for adventurer seekers, and pristine beaches for families and those looking to relax. These represent strong product pillars for our partners to build compelling packages.
'Having welcomed 116 million visitors in 2024, an increase of 6.4% compared with 2023, Saudi is the land of now - offering growth and opportunities like no other to trade partners across the globe. Our presence here is focused on enabling our trade partners to capitalise on this momentum. We encourage all potential and existing partners to visit Saudi Land and connect with our team to explore how we can grow together. Over the coming days, we look forward to building new long-lasting partnerships, sharing knowledge, and showcasing the wealth of opportunities Saudi has to offer."
Building on the success of last year's presence at ATM, this year's Saudi Land exhibit will be set across two floors with partners showcasing hundreds of affordable, mid-market and luxury bookable products for destinations such as Jeddah, AlUla, Aseer, Riyadh, and the Red Sea.
Visitors can engage with unique activations including an immersive destination tunnel, live summer deals, previews of the Esports World Cup and FIFA World Cup 2034, featured itineraries, and enjoy cultural performances throughout the event. The diversity of Saudi will also be showcased with an interactive Saudi map and activities calendar providing practical tools to help partners market the destination.
At ATM 2025, Hamidaddin will deliver a keynote address about how Saudi Arabia is a leader in the global shift towards 'connection-driven' travel. This also serves as an opportunity to highlight Saudi's recent tourism infrastructure developments and increased global connectivity, emphasising the ease of doing business and bringing visitors to the country.
STA and its partners are aiming to build on the successes of last year's ATM which saw the Saudi Tourism Authority win a Best Stand Design Award, the statement said.
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