Sunday, June 8, 2025

At the Pacific Asia Travel Association (PATA) Travel Mart in Istanbul, Turkey, the Saudi Tourism Authority (STA) unveiled its exciting plans to grow Saudi Arabia’s tourism reach across the Asia-Pacific (APAC) region. Alhasan Aldabbagh, the President of APAC Markets at STA, gave a deep dive into the strategy, emphasizing how the authority is committed to driving growth, building strong partnerships, and embracing innovative approaches to establish Saudi Arabia as a top global destination.

Alhasan Aldabbagh expressed great enthusiasm about Saudi Arabia’s new role as a PATA Board member, viewing it as an important opportunity to showcase the country’s tourism vision. He emphasized that joining PATA would help Saudi Arabia unlock valuable partnerships and access industry insights within the APAC region. The vibrant energy at the PATA Annual Summit resonated with Saudi Arabia’s forward-thinking approach to tourism, where heritage and innovation blend seamlessly.

By engaging with PATA, the Saudi Tourism Authority is ready to collaborate with stakeholders across the APAC region, working together to understand modern travelers and co-create experiences that meet their evolving expectations.

The strategy laid out by the Saudi Tourism Authority goes beyond just building a world-class tourism destination. It is about leading the global tourism industry through innovation and setting new standards. STA’s approach is deeply rooted in progress, with a strong belief in collaboration across borders to shape the future of travel.

By leveraging PATA’s powerful network and data, the Saudi Tourism Authority aims to better understand traveler behavior and design unique tourism products that cater to the changing needs of global visitors.

Saudi Arabia is rapidly emerging as a premier destination for diverse global travelers, and one of its key priorities is to reshape perceptions, especially when it comes to safety. This includes making the country an inviting and secure destination for women, families, and solo travelers.

Aldabbagh emphasized that Saudi Arabia is a safe and welcoming place for everyone, with notable improvements in its safety ranking. For example, Saudi Arabia jumped from 26th to 14th in the global Numbeo Safety Index in 2025. Moreover, in 2024, Madinah was recognized as the safest city for solo female travelers, an accolade from the US-based company, InsureMyTrip.

Key initiatives include:

Saudi Arabia offers a broad range of tourism experiences designed to cater to all types of travelers, from those seeking cultural exploration to adventure enthusiasts. Women, in particular, are at the forefront of these offerings.

One of the standout features of Saudi Arabia’s tourism plan is the Red Sea region, which is being developed as a sustainable luxury tourism hub. Red Sea Global, the driving force behind this initiative, aims to balance luxury travel with environmental regeneration.

Several luxury resorts have already been launched in the region, including Shebara Resort, Six Senses Southern Dunes, and Desert Rock. These resorts combine modern design with nature, creating memorable experiences while prioritizing sustainability.

Saudi Arabia is working hard to position itself as an appealing destination for APAC travelers, especially as more people from the region look for meaningful, immersive experiences. With its rich cultural heritage, modern infrastructure, and commitment to safety and inclusivity, Saudi Arabia is reshaping how the world perceives it as a travel destination.

Key points for APAC travelers:

• : Saudi Arabia’s growing appeal to families, including specialized group tours, enhances its status as a year-round destination.

Looking ahead, the Saudi Tourism Authority’s APAC strategy is all about shaping the future of tourism, with the goal of making Saudi Arabia one of the world’s most sought-after travel destinations.