We have more detail on the Saudi Tourism Authority’s updated regulatory framework: The Saudi Tourism Authority (STA) will be tasked with developing plans and policies to promote the Kingdom as a tourist destination both locally and abroad, its regulatory framework published on the official gazette Umm Al Qura showed last week. This comes nearly two weeks after the Cabinet approved the regulations.

At the heart of it, the STA will:

  • Be in charge of domestic and foreign marketing campaigns to promote the Kingdom’s tourist attractions;
  • Set up marketing offices;
  • Work with the private sector on improving the Kingdom’s tourism product;
  • Propose investments to the Tourism Ministry that would enhance the experience of visitors.

ALSO) The STA will also create a periodically updated database of the Kingdom’s tourist attractions, products, services and events. It will also be tasked with promoting Umrah and will survey visitor experiences and determine priorities and challenges that could face tourists and share them with the Tourism Ministry.

And more: The STA can propose policies and necessary steps to revamp tourist sites and destinations if necessary.

BACKGROUND- The Kingdom was among the world’s best-performing destinations for tourist arrivals in 2023 in comparison with 2019, welcoming 56% more international visitors, according to the World Tourism Barometer report (pdf) by the United Nations World Tourism Organisation (UNWTO) for January. It ranked first on the list of “best-performing large destinations” when measured by volume or the growth in number of arrivals.

The target-The Tourism Ministry recently more than doubled its tourism target for 2030, hoping now to be host to 150 mn tourist trips after it hit last year an earlier target of 100 mn ahead of plan. The new 2030 target sees 80 mn by domestic travelers and 70 mn by international travelers.

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