05-05-2025
Saudi Tourism partners with Careem, Fazaa and Stellar Marketing
At Arabian Travel Market (ATM) 2025, the Saudi Tourism Authority (STA) signed 14 Memorandums of Understanding (MoUs), including brand partnerships with Careem, Fazaa, and Stellar Marketing Solutions, as part of its ongoing effort to strengthen tourism infrastructure and expand its regional and international footprint.
The partnerships reflect a wider strategy to integrate tourism with key consumer platforms and services, following a record year in which Saudi Arabia attracted nearly 116 million visitors. These brand collaborations aim to support Saudi's tourism offering through enhanced mobility, benefits-driven ecosystems, and targeted marketing.
Careem's inclusion points to a mobility-first strategy, potentially easing transport access for visitors across Saudi's key destinations. Fazaa, known for its benefits platform for government and semi-government employees, may offer reach into regional consumer networks. Stellar Marketing Solutions is expected to contribute in the areas of campaign development and tourism-related communications.
Other global partners signed at the event include international hotel groups Accor, IHG Hotels & Resorts, and Radisson Hotel Group, in addition to digital travel and ticketing platforms such as Hopper, Ticombo, and ViaKonnect. The agreements suggest STA is pursuing a multi-channel approach, combining physical hospitality infrastructure with digital access and distribution.
Further partnerships were announced with premium airport service provider Altanfeethi, a Bahrain-based booking and experience platform Localbh, Travel service provider Rayna Tours, and entertainment and attractions platform SEVEN Experience.
These 14 MoUs were accompanied by 52 additional agreements facilitated between Saudi tourism sector partners and international counterparts during ATM 2025. STA also hosted the immersive Saudi Land pavilion, which drew over 46,000 visitors and spotlighted upcoming seasonal campaigns, cultural attractions, and major upcoming events such as the Esports World Cup and FIFA World Cup 2034 preparations.
The partnerships announced reflect a broader effort to align tourism growth with service accessibility, experience design, and global market engagement, as the Kingdom continues to position itself as a major international tourism hub.
