JEDDAH: As part of Saudi Arabia’s bold strategy of using tourism as an engine for economic change and growth, an initiative has been launched to raise the profile of private companies in this sector.

The Saudi Tourism Authority (STA) has set up Tourism Shaper to promote the development of local trading partners in the private tourism sector. The initiative comes at a time when the kingdom is developing its target offerings for local, regional and international tourists.

Last June, Saudi Arabia invested $ 4 billion in the tourism sector through the Tourism Development Fund to provide investment opportunities for tourism companies.

“Across the kingdom we see different types of small and medium-sized businesses changing their work models and offerings so that tourism is at the heart of their core product,” said Fahd Hamidaddin, CEO of the agency.

“Companies are starting to think differently about the future and are realizing the immense growth opportunities in the tourism sector and how they need to adapt, evolve and innovate to meet the needs of their customers.

Tourism Shapers is designed not only to support the growth of the tourism ecosystem, but also to inspire small and medium-sized businesses to recognize the opportunities within the industry.

FASTFACTS

• The initiative started with a series of webinars, the first of which was held in February.

• The next webinar, focusing on pricing strategy for tourism companies, will air on March 17, 2021 at 7:00 PM KSA time on the Tourism Shapers website www.tourismshapers.com.

Hessa Alajaji, who started Maalim, a premium travel agency that organizes tourism in the Kingdom for Saudis and tourists, said, “Traveling in the Kingdom made me realize the importance of not just exploring the Kingdom, but also to get to know the different cultures and make-up of Saudi Arabia. “

An avid traveler, she started her agency about two years ago to promote philanthropy by promoting local Saudi culture.

“There is a lot of potential in the UK tourism sector, it is growing and it is an untapped market that is ripe for investment,” she said. “There is so much to see and do. Discovering our regions with the help of local travel agencies offers visitors an amazing experience. “

Companies recognize the immense growth opportunities in the tourism sector.

Fahd Hamidaddin, STA CEO

“The future of tourism depends on building partnerships at all levels,” said Hamidaddin. “Tourism Shapers is just one initiative with which STA exchanges ideas and insights that will help our partners gain their share of visits.”

The initiative runs a series of webinars, the first of which was held in February. The sessions focused on different topics in order to provide the audience with best practices, key insights and information to keep them informed of the evolution of the tourism industry.

Aya Sadder, travel expert and founder of start-up Enabler Why Bolt, Noor Nugali, deputy editor-in-chief of Arab News, and Abdulrahman Bakhsh, director of private sector partnerships at STA, attended the first session.

Sadder, who was the keynote speaker, highlighted how companies need to be more agile in uncertain times.

“The future of the industry will be focused on building more resilient communities and businesses through innovation, effective partnerships and digital readiness,” said Sadder.

The next webinar, focusing on pricing strategy for tourism companies, will air on March 17, 2021 at 7:00 p.m. KSA time on the Tourism Shapers website www.tourismshapers.com

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