Saudi Arabia Becomes ‘Global Travel Partner’ at WTM London Expo

The Saudi Tourism Authority (STA) has signed an agreement to become the ‘Global Travel Partner’ at the World Travel Market (WTM) London tourism trade show.

The partnership is part of a broader agreement STA signed with RX Global, the organizer of World Travel Market, to become the first-ever ‘Global Travel Partner’ of all WTM exhibition events.

The two-year partnership, which is scheduled to run from November 2023 – September 2025, is designed to cover the global remit of the WTM brand (including WTM London, WTM Africa, WTM Latin America and Arabian Travel Market).

Saudi Tourism Authority (STA) VP Events and Exhibitions Sarah Abumelha and RX Global WTM Portfolio Director Vasyl Zhygalo.

The agreement to partner was reached at the Saudi stand between the Saudi Tourism Authority and RX Global on the final day (November 8) at this year’s WTM London, where the STA has led the largest-ever Saudi tourism delegation, with over 75 stakeholders in attendance – a 48 percent increase from last year.

It is noted that 2023 is the third consecutive year STA has been a key WTM London partner, with the authority featuring as the expo’s ‘Premier Partner’ in 2021 and 2022.

“We’re pleased to welcome Saudi as the first ever WTM Global Travel Partner… Saudi has ambitious targets to grow its tourism sector and our shows offer an unparalleled opportunity for Saudi to share its diverse range of tourism offerings and investment opportunities with key trade buyers and media from around the world,” WTM Portfolio Director Vasyl Zhygalo said.

The collaboration is scheduled to include new promotional activities to inspire visits to Saudi Arabia.

Saudi Tourism Authority CEO Fahd Hamidaddin speaking during WTM London 2023.

“Saudi is the world’s fastest-growing tourism destination, outperforming every expectation and setting the pace globally. Thanks to Saudi’s tourism leadership, each year our presence at WTM London continues to grow, and we are welcoming more visitors than ever, well on track to reach our targets for 2030,” said STA CEO Fahd Hamidaddin.

At this year’s WTM London, Saudi had an interactive and immersive stand, a specially-curated ‘Experience Saudi’ marketing campaign, digital screens in the WTM London Boulevard and a sand/sea scape on the boulevard floor that really brought Saudi Arabia’s brand to life.

According to Hamidaddin, the new partnership with RX Global will highlight Saudi’s progress at WTM London and inspire more visits to Saudi through a series of engaging promotional activities at WTM events.

“Trade shows form a key part of our strategy of engaging with international trade partners – making the WTM sponsorship a perfect partnership for growth,” he said.

Trade show attendance has been a key part of STA’s strategy since it opened its doors to international visitors in 2019. At WTM trade shows over the past few years, STA has secured a record number of deals and agreements with key international trade partners, and demonstrated STA’s commitment towards the success of the global tourism ecosystem.

The Greek Travel Pages (GTP) is an official media partner of WTM London.