Saudi Tourism Authority launches webinar for travel trade

The global travel industry is undergoing its most profound transformation. As the landscapes evolves, it is more important than ever to continue to inspire, engage and educate travel trade for when the world safely re-opens and travel resumes.

Saudi Arabia is a relatively new destination on the global stage. As the authentic home of Arabia, Saudi offers unique, diverse and unparalleled experiences, a land of natural assets, rich culture and heritage and adventure.

To bring to light the Saudi offering, the Saudi Tourism Authority (STA) has launched ‘Journeys in Arabia’, an exclusive online event curated especially for Travel Trade Partners around the globe.

The virtual engagement series, taking place across six markets around the world, is a first-of-its-kind initiative for STA, a source of inspiration and excitement, designed to inform partners about the diverse products and experiences that Arabia offers.

The Middle East ‘Journeys in Arabia’ webinar brought together local travel trade partners for an opportunity to hear from thought leaders and experts in the tourism industry. They included:

• Welcome address by Fahd Hamidaddin, CEO, Saudi Tourism Authority

• Keynote conversation ‘Journeys Make People’ between Abdullah Al Dakhil, International Communication Manager, Saudi Tourism Authority and Khalid Al Ameri, Storyteller and Content Creator

• Expert panel discussion with:

- Haitham Mattar, CCO, Saudi Tourism Authority

- Khalid Bel Jaflah, Vice President, UAE, Emirates Airline

- Marie Anne Benedetti, Managing Director, Jumbo Travels

- Sheikha Al Owais, VP Owner Relationship Management, Rotana Hotels

The session provided insights into the current state of travel and the opportunities and challenges in addressing the growing demand and interest in Saudi as a new destination.

Panelists discussed the huge shift in domestic travel and potential of the regional audience as an untapped segment, highlighting infrastructure, connectivity and capacity as the three fundamentals in further developing Saudi’s tourism ecosystem.

Giga projects including NEOM were referenced as key in driving tourism to Saudi in the future, while investment into activities and experiences was also identified as critical components in elevating Saudi’s appeal amongst key stakeholders and potential partners.

Following up on the success of the ‘Journeys in Arabia’ webinar, STA will also be hosting an immersive virtual roadshow for the Middle East on March 8 and 9, 2021, partnering with the most relevant destination, experience and hospitality brands in Saudi to showcase the best of what the Kingdom has to offer.

Meanwhile, as part of the ‘Journeys in Arabia’ webinar series, a webinar took place for India on February 17.

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