The Saudi Tourism Authority (STA) has inked a historic agreement with RX Global, the organizer of World Travel Market (WTM), solidifying a two-year partnership for the WTM Portfolio. This collaboration extends across the spectrum of WTM tradeshows, including WTM London, WTM Africa, WTM Latin America, and the Arabian Travel Market (ATM).
This move marks the third consecutive year of STA’s pivotal involvement with WTM, evolving from a prominent participant to the coveted position of ‘Premier Partner’ at World Travel Market London in 2021 and 2022.
In a formal signing ceremony after WTM London, the Saudi Tourism Authority officially became the first-ever ‘Global Travel Partner’ for the entire WTM portfolio, spanning from November 2023 to September 2025. The announcement was made on November 8, 2023, at the conclusion of this year’s World Travel Market London, where the Saudi delegation was the largest ever, with over 75 stakeholders present—an impressive 48% increase from the previous year.
Fahd Hamidaddin, CEO and Member of the Board at Saudi Tourism Authority, expressed enthusiasm about the partnership, stating, “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.”
Hamidaddin sees this partnership as a platform to highlight Saudi Arabia’s progress and inspire more visits through engaging promotional activities at WTM events. He anticipates the collaboration will play a crucial role in achieving Saudi Arabia’s tourism targets.
Vasyl Zhygalo, WTM Portfolio Director, welcomed Saudi Arabia as the inaugural WTM Global Travel Partner, building on the successes of the partnership in 2021 and 2022. Zhygalo emphasized the unparalleled opportunity WTM provides for Saudi Arabia to showcase its diverse tourism offerings and investment opportunities to global trade buyers and media.
The collaboration is set to introduce new promotional activities designed to inspire visits to Saudi Arabia. At WTM London, Fahd Hamidaddin delivered a keynote speech, and an immersive ‘Experience Saudi’ marketing campaign was showcased, providing attendees with a vivid insight into the rich tapestry of Saudi Arabia’s offerings.
Trade show attendance has been integral to STA’s strategy since 2019 when it opened its doors to international visitors. Over the past few years, STA secured a record number of deals and agreements with key international trade partners, underscoring its commitment to the success of the global tourism ecosystem.
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