Riyadh – Mubasher: World’s digital payments leader Visa has teamed up with Saudi Tourism Authority (STA) to launch Tourism Data & Campaigns Management Hub as the first of its kind in the region to promote tourism destinations and events in Saudi Arabia.
The hub will provide data-driven insights on travel and tourism trends which will allow the Saudi authority to make informed decisions on campaigns and initiatives to drive the local tourism sector, according to a press release.
While supporting the Saudi government’s efforts to promote the sector in the Kingdom and enhance the visitor journey, the new hub will enhance collaboration with travel industry stakeholders.
Abdulkarim Aldarwish, President of MEA Markets at Saudi Tourism Authority, said: “Saudi Arabia, with its rich natural, historical, religious, and cultural attractions, is fast emerging as a major global destination for business and leisure.”
Aldarwish noted: “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.”
The Tourism Data & Campaigns Management Hub will be powered by VisaNet, the world’s largest payments database, which provides an integrated wealth of data on incoming tourism and extensive insight into how governments can optimise their cashless strategy.
Furthermore, the insights include visitor journeys and spending behaviours across different categories, seasonality, digital adoption, and customer types. This allows for “a holistic overview of how to create customer-centric payments experiences.”
Aldarwish concluded: “By exchanging and analysing data, and offering products and tailored promotional packages, we aim to significantly improve the tourist experience and attract more visitors from key regional markets."
From his part, Visa’s Regional General Manager for Saudi Arabia, Bahrain, and Oman, Ali Bailoun, said: “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.”
Bailoun added: “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.”
In late 2023, Visa unveiled plans to expand its operations across North Africa, Levant, and Pakistan (NALP) in line with inaugurating an office in Egypt.
