Tourism Data Lab Launched by Saudi Tourism Authority and Visa

The Saudi Tourism Authority has partnered with Visa to set up the very first Tourism Data and Campaigns Management Hub.

According to a press statement, their tie-up will be the first of its kind in the Middle East region. Its aim is to promote Saudi Arabia as a leading tourist destination through streamlining data management. In addition, the collaboration will also help enhance campaign efforts and boost tourists’ overall experience in the kingdom.

What the Tourism Data Lab offers

The creation of the Tourism Data Lab underscores Saudi Arabia’s broader goal of diversifying its economy beyond petroleum wealth. It also largely supports the kingdom’s ambitious goal of welcoming 150 million visitors yearly by 2030.

In addition, the Saudi government hopes to increase its tourism industry’s contribution to the economy from six to 10 percent. These all help achieve Saudi Arabia’s objective of using tourism as a key driver of sustainability and economic growth. In the first half of 2024 alone, tourists spent USD 40 billion.

Some of the project’s capabilities include getting in-depth, data-driven insights to help understand tourism trends better. In this way, Saudi tourism authorities can make better choices when it comes to developing new campaigns and initiatives catering to particular tourist profiles.

On top of this, the Tourism Data and Campaigns Management Hub will analyze tourists’ typical travel routes and spending behaviors. By identifying peak travel times, Saudi authorities can dive deeper into data behind seasonal trends. They can also profile tourists based on their demographics and preferences.

Providing Saudi Tourism Authority vidence-based insights

Saudi Tourism Authority President of Middle East and Africa, Abdulkarim Aldarwish, remarked, “Our partnership with Visa underscores the Saudi Tourism Authority’s commitment to placing the tourist at the heart of what we do and using evidence-based insights to better understand the visitor wishlist.”

In addition, Aldarwish noted that the Tourism Data and Campaigns Management Hub will attract even more tourists from the region.

“By exchanging and analyzing data, and offering products and tailored promotional packages, we aim to significantly improve the tourist experience and attract more visitors from key regional markets,” he added.

Meanwhile, Visa regional general manager for Saudi Arabia, Bahrain, and Oman, Ali Bailoun, shared, “Saudi Arabia is fast emerging as a leisure and business tourism hub with enriching experiences awaiting visitors. The industry is also a pivotal pillar in Saudi Vision 2030’s economic diversification and job creation goals.”

“We are, therefore, pleased to partner with STA in launching the region’s first Tourism Data Lab in Saudi Arabia that will enrich our local partners’ and clients’ efforts to enhance the tourism experience of visitors to Saudi Arabia and support the government’s tourism ambitions,” he added.

Photo by Kemo Sahab on Unsplash