Saudi Arabia and Switzerland ink tourism agreement to enhance visitor experiences

Tourist attractions in Saudi Arabia and Switzerland are poised for enhancement through a new agreement, promoting marine activities, cultural heritage, and rural tourism.

The Saudi Tourism Authority has signed a memorandum of understanding with its Swiss counterpart to promote travel destinations and attractions in both nations.

Under the newly signed agreement, both entities will collaboratively integrate modern technologies to enhance the visitor experience, fostering smoother, more enjoyable, and safer encounters.

This involves strengthening cooperation among local tourism agencies and companies, contributing to shared goals in both countries’ tourism sectors.

Additionally, the Saudi Tourism Authority and its Swiss counterpart will jointly organize events, exhibitions, and conferences in both nations, aimed at promoting the overall development of the tourism sector.

“This important partnership expresses the ongoing efforts and endeavors of the Saudi Tourism Authority to enhance communication with international partners, exchange experiences, and discuss joint cooperation opportunities, in addition to working to develop qualitative tourism experiences and programs,” said Fahd Hamidaddin, CEO and board member of the Saudi Tourism Authority.

“The number of visits from Switzerland increased by 84 percent over the past year. Through this partnership, we will attract more visitors in the coming period,” he added.

The deal aligns with the Kingdom’s $100 billion aviation strategy, aiming to strengthen global connections and reach 128 destinations, including Switzerland, in line with the goal of attracting 150 million visitors by 2030.

For his part, Livio Goetz, head of the Gulf Cooperation Council market at the Swiss Tourism Authority, said: “The Kingdom of Saudi Arabia represents great importance for Switzerland as one of the most important international markets, and the largest market in the Gulf Cooperation Council countries.”

He further emphasized this development, noting, “as the Kingdom’s share of the total number of stays within the GCC countries reaches 40 percent.”

This agreement comes at a time when visiting the Kingdom has become easier and smoother due to facilities such as electronic visas and enhanced digital infrastructure.