Saudi Arabia’s ambition to emerge as a global tourism hub is evident in its numerous initiatives, part of Vision 2030, to bolster its attractiveness as a global hub.

To advance the kingdom’s tourism sector and improve the overall visitor experience, payment services provider Visa and the Saudi Tourism Authority (STA) have partnered to launch a Tourism Data & Campaigns Management Hub, which leverages data analytics to gain insights into travel and tourism patterns, will assist STA in formulating effective strategies and partnerships to boost tourism in Saudi Arabia.

“Saudi Arabia is rapidly emerging as a leisure and business tourism hub with enriching experiences awaiting visitors. The industry is also pivotal to Saudi Vision 2030’s economic diversification and job creation goals. We are therefore pleased to partner with STA in launching the region’s first Tourism Data Lab in Saudi Arabia, which will enrich our local partners’ and clients’ efforts to enhance the tourism experience for visitors to Saudi Arabia and support the government’s tourism ambitions,” said Ali Bailoun, Visa’s regional general manager for Saudi Arabia, Bahrain, and Oman.

This strategic partnership, powered by VisaNet, will offer an in-depth analysis of tourist inflows and spending habits, leveraging digital data to enhance cashless transactions. Overall, it will enable comprehensive data analysis on tourist behaviors, seasonal trends, technological adoption, and consumer profiles to refine visitors’ payment experiences.

Abdulkarim Aldarwish, president of MEA Markets at the Saudi Tourism Authority, added: “Saudi Arabia, with its rich natural, historical, religious, and cultural attractions, is rapidly emerging as a major global destination for business and leisure. Our partnership with Visa underscores the Saudi Tourism Authority’s commitment to placing the tourist at the heart of what we do and using evidence-based insights to better understand visitors’ desires. By exchanging and analyzing data and offering tailored products and promotional packages, we aim to significantly improve the tourist experience and attract more visitors from key regional markets.”

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