RIYADH: The Saudi Tourism Authority (STA) has signed a memorandum of understanding (MoU) with Alibaba Cloud, the digital technology and intelligence backbone of Alibaba Group. The MoU establishes the framework to create a seamless visitor experience for Chinese tourists traveling to Saudi Arabia. Through the collaboration, Alibaba Cloud will deploy advanced cloud technology to create an improved digital experience for Chinese tourists and allow for the automation of services in content delivery, digital storage and digital processing. Alibaba Cloud will also provide technical support to STA to promote the Kingdom as a tourist destination for Chinese travelers. “As Saudi continues to develop its leisure tourism offering for local, regional and international audiences, STA is building a digital infrastructure which can provide the destination with a competitive edge and visitors with the best possible experience,” said Fahd Hamidaddin, CEO of STA. “The recovery of the global tourism sector demands fresh thinking to overcome challenges exacerbated by the pandemic. By collaborating with Alibaba Cloud, we will break new ground in the regional tourism sector and position Saudi at the forefront of efforts to modernize the wider global tourism eco-system,” he added. Selina Yuan, general manager of international business at Alibaba Cloud Intelligence and vice president of Alibaba Group, said: “This collaboration brings together two key actors in the tourism sector who can set a new standard for providing a travel experience like no other. With Alibaba Cloud leading the digital transformation of tourism, and Saudi’s unique destinations, this is a combination which will help to reinvigorate the tourism sector.”