The Saudi Tourism Authority (STA) signed in Riyadh a memorandum of understanding with Emirates Airline to promote Saudi tourism, attract travelers, enrich the travel experience, develop services and exchange information. The memorandum of understanding seeks to lay the solid foundations for close cooperation between the two parties by unifying efforts and marketing and media expertise to increase the capacity and number of flights across the Emirates Airline network to tourist destinations in Riyadh, Jeddah, Madinah and Dammam, and raise the level of ground and air services to ensure a smooth, enjoyable, and inspiring tourism experience. The agreement also seeks to work on joint promotional campaigns in the main target markets, and exchange information about market and customer developments. This fruitful partnership between the Saudi Tourism Authority and Emirates Airline comes within the framework of the authority’s cooperation and integration with its partners in the private sector. It also comes in the context of its efforts to promote tourist destinations, its endeavors to attract tourists from all over the world and developing services to meet the aspirations of tourists to enjoy the treasures and tourism components of natural and climatic diversity and depth of heritage and history, and International, qualitative, and interesting seasons and events around Saudi Arabi; to highlight what is known about the genuine Saudi society of hospitality and welcome. "The memorandum of understanding signed between the" Saudi Tourism Authority and Emirates Airline will enable us to reach over 120 destinations around the world and attract tourists from these destinations to various Saudi destinations,” said Fahd Hamidaddin, CEO and Board Member of the Saudi Tourism Authority. “The Saudi Tourism Authority continues its efforts to attract tourists, promote tourism destinations in Saudi Arabia by targeting the most important major markets in the GCC, the region and the world, and forging important partnerships to achieve the goals of the authority and the aspirations of the Saudi Tourism Ecosystem, which is in harmony with Vision 2030," he added. Emirates Airline President Sir Tim Clark said: “We’re proud to strategically partner with the Saudi Tourism Authority and support its efforts to unlock the immense potential and attractions of the Kingdom’s vibrant culture, heritage and stunning biodiversity to the world. “Saudi Arabia has positioned itself as a must-visit destination and this is just the beginning. We have a shared objective to contribute to the Kingdom’s broader tourism plans to attract a diverse range of visitors, strengthen awareness of its iconic sites, and make them more accessible through enhanced connectivity. We look forward to growing our relationship with the STA and to positively impact the Kingdom’s tourism growth.” — SPA