Saudi Tourism Authority secures 14 key global MoUs at ATM 2025

The Saudi Tourism Authority (STA) signed 14 memorandums of understanding (MoUs) and facilitated an additional 52 agreements between Saudi partners and international tourism entities at the Arabian Travel Market (ATM) 2025.

Building on its record achievement of welcoming nearly 116 million visitors in 2024, STA used the four-day trade show to unveil new strategic partnerships, promote the country’s expanding tourism offerings, and spotlight opportunities for international collaboration.

“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.”

Major partnerships and expanding reach

Among the 14 MoUs signed, key partnerships were established with global hotel giants Accor, IHG Hotels & Resorts, and Radisson Hotel Group.

Agreements were also secured with leading digital travel platforms including Booking.com, Hopper, Ticombo, and ViaKonnect.

Additional partnerships with Careem, Fazaa, Altanfeethi, Localbh, Rayna Tours, SEVEN Experience, and Stellar Marketing Solutions aim to boost connectivity and regional tourism development.

STA also enabled 52 MoUs between Saudi and international tourism stakeholders, reinforcing its private sector-driven approach.

Saudi Land pavilion draws 46,000 visitors at ATM

The “Saudi Land” pavilion attracted over 46,000 visitors and featured immersive activations promoting summer destinations like Aseer, Al Baha, Soudah, and Taif. Highlights included a tunnel exhibit contrasting coastal escapes with cool mountainous retreats, cultural heritage corners with live Bisht weaving and music, and previews of global events including the Esports World Cup and FIFA World Cup 2034 venues.

Cristiano Ronaldo’s personal Saudi travel itinerary was also featured, drawing attention to the kingdom’s growing appeal among international travellers.

Regional engagement and APAC Focus

STA’s leadership also engaged in high-level discussions during the event. Fahd Hamidaddin met with senior figures from Abu Dhabi’s Department of Culture and Tourism to explore regional collaboration.

On the final day, Alhasan Aldabbagh, president of Asia Pacific at STA, participated in the ‘APAC Market Impact’ panel, discussing Saudi’s initiatives to attract more visitors from China and India, including targeted digital campaigns and enhanced religious tourism experiences.

STA to continue momentum with $800bn tourism commitment

The $800bn government-backed tourism investment plan remains central to Saudi Arabia’s Vision 2030, as the country diversifies its economy and opens up to international markets.

“We have only just begun,” Hamidaddin said, inviting global players to participate in shaping the next chapter of Saudi tourism.