The Saudi Arabian Tourism Authority and Swiss Tourism have signed a strategic memorandum of understanding.
The MoU, the first of its kind between the tourism boards of the two countries, aims to encourage mutual promotion and collaborative tourism projects between Saudi Arabia and Switzerland.
A key aspect of this partnership is the identification of joint marketing initiatives to showcase the attractions of each country. Priority will be given to specialized tourism sectors such as sun and sea, culture and heritage and rural tourism, through combined marketing efforts.
This objective is to increase the visibility and attractiveness of Saudi Arabia and Switzerland as world-class tourist destinations.
The Saudi Tourism Authority and Swiss Tourism will jointly organize events, exhibitions and conferences in both nations.
Additionally, STA said it will work together with Tourism Switzerland “to leverage the latest industry technology to foster a more seamless travel journey for visitors, leveraging innovations to help create a personalized visitor experience from start to finish.” He said the latest agreement would also drive greater cooperation between local tourism agencies and operators from both sides.
Fahd Hamidaddin, CEO and board member of the Saudi Tourism Authority, said: “Last year, Saudi Arabia experienced an 84 percent increase in the number of visits from Switzerland and this new agreement will help take advantage of that progress, with greater collaboration. unlocking valuable growth opportunities in both countries. “We are delighted to embark on this historic collaborative journey with Swiss Tourism, which is the first of its kind between Saudi Arabia and any tourism board.”
Switzerland is incorporated into Saudi Arabia's e-Visa programme, which also admits Schengen, US and UK visa holders, facilitating greater access to Saudi Arabia.
Livio Goetz, GCC Director of Swiss Tourism, adds: “Saudi Arabia is of immense importance as a key market for ST, being the largest market within the GCC. Notably, 40 percent of all overnight stays in the GCC are generated in Saudi Arabia. To strengthen its presence and attract Saudi guests, ST has a new dedicated representative based in Riyadh. This strategic initiative aims to improve the proximity and visibility of Switzerland as a top holiday destination. “Saudi travelers, who contribute 300,000 hotel nights per year (2022), show a record average daily spending of 420 Swiss francs.”
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Currently, there are three weekly flights from Geneva to Riyadh, with a capacity of 330 seats, and four weekly flights from Geneva to Jeddah with 564 seats. Meanwhile, Zurich is connected to Riyadh with three weekly flights offering more than 300 seats.
sta.gov.sa
