Saudi Arabia to Establish Marketing Tourism Offices

The Saudi Tourism Authority has set 24 plans that place Saudi Arabia as a top tourist destination on the local, regional, and global levels.
Last week, the Council of Ministers, headed by the Custodian of the Two Holy Mosques King Salman bin Abdulaziz, approved the regulations of the Saudi Tourism Authority to play a crucial role in promoting Saudi Arabia as a top tourist destination on both regional and international levels.
- Establishing a database
According to the regulation, a copy of which was seen by Asharq Al-Awsat, the Authority achieved its goals in developing the necessary plans and policies for tourism marketing in the Kingdom, locally and internationally.
It must also promote destinations, propose developments in coordination with the Ministry of Tourism, and support and market events held by government agencies and the private sector.
The Authority will create a database of all available sites, tourist destinations, resorts, services, and events and update it periodically with the relevant authorities.
It will also be tasked with all Umrah-related promotions, including the development and management of its platform, in coordination with the relevant agencies.

Furthermore, the Authority will develop the necessary standards, tools, and mechanisms to measure visitor's experience and determine the priorities and challenges facing tourists. Reports will be shared with the Ministry.
The Authority will propose the necessary designs, policies, and procedures to prepare the development of tourist sites and destinations that need rehabilitation and submit them to the Ministry of Tourism.
- Marketing studies and research
Moreover, the Authority will work with the private sector to develop products and display them on platforms for local and global marketing.
It will prepare marketing studies and research on opportunities to develop the visitor experience in the Kingdom and cooperate with regional and international bodies and organizations.
The Authority must carry out marketing campaigns inside and outside the Kingdom to introduce tourism sites and products and register trademarks and any other intellectual property in its name, in accordance with the relevant regulations.
According to the new regulation, the Authority will develop media plans that support tourism marketing to be disseminated inside and outside the Kingdom.
It will also organize tourism forums, conferences, events, and exhibitions and participate.
- Small and medium enterprises
The Authority is scheduled to provide administrative, technical, and advisory assistance to tourism products' owners in the Kingdom and support small and medium enterprises in cooperation with the competent authorities.
It will also develop and implement training programs aimed at raising the efficiency of tourism marketing and contribute to the qualification and training of human cadres in this field.
Under the new regulations, the Authority will supervise media campaigns and advertisements promoting destinations and suggest investment opportunities that are required to improve the sector in the Kingdom.
It coordinates with the Ministry of Tourism, government agencies, and the private sector to develop a marketing policy for destinations and distribute tourism products outside the Kingdom to enhance the country's position as a global tourist destination.
- Tourist tracks

The Authority will determine the tourist tracks under the tourism sector strategy, in coordination with the Ministry, to ensure an experience consistent with the highest global standards.
The Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority, Ahmed al-Khateeb, said the approval of the Authority's regulations confirms the government's continued support to achieve the goals consistent with Vision 2030.
Khateeb emphasized that the significant growth witnessed by the Saudi Tourism Authority is a direct result of the Saudi leadership's commitment to organizing and supporting the tourism sector in general and the Authority in particular.
The Minister stressed that the leadership's support has also helped attract visitors worldwide, develop tourism products, empower the private tourism sector, and participate in the most important local and international tourism forums and events.
He asserted that this alignment with the Kingdom's Vision 2030 is a significant milestone for the tourism sector in Saudi Arabia.

As Saudi companies start reporting their Q2 financial results, experts are optimistic about the transport and logistics sector. They expect a 10% annual growth, with total net profits reaching around SAR 900 million ($240 million), driven by tourism and an economic corridor project.

In Q1, the seven listed transport and logistics companies in Saudi Arabia showed positive results, with combined profits increasing by 5.8% to SAR 818.7 million ($218 million) compared to the previous year.

Four companies reported profit growth, while three saw declines, including two with losses, according to Arbah Capital.

Al Rajhi Capital projects significant gains for Q2 compared to last year: Lumi Rental’s profits are expected to rise by 31% to SAR 65 million, SAL’s by 76% to SAR 192 million, and Theeb’s by 23% to SAR 37 million.

On the other hand, Aljazira Capital predicts a 13% decrease in Lumi Rental’s net profit to SAR 43 million, despite a 44% rise in revenue. This is due to higher operational costs post-IPO.

SAL’s annual profit is expected to grow by 76% to SAR 191.6 million, driven by a 29% increase in revenue and higher profit margins.

Aljazira Capital also expects a 2.8% drop in the sector’s net profit from Q1 due to lower profits for SAL and Seera, caused by reduced revenue and profit margins.

Mohammad Al Farraj, Head of Asset Management at Arbah Capital, told Asharq Al-Awsat that the sector’s continued profit growth is supported by seasonal factors like summer travel and higher demand for transport services.

He predicts Q2 profits will reach around SAR 900 million ($240 million), up 10% from Q1.

Al Farraj highlighted that the India-Middle East-Europe Economic Corridor (IMEC), linking India with the GCC and Europe, is expected to boost sector growth by improving trade and transport connections.

However, he warned that companies may still face challenges, including rising costs and workforce shortages.

Saudi Arabia to Establish Marketing Tourism Offices