New hub designed to boost Kingdom’s tourism industry by streamlining data management and campaign efforts Visa-STA Tourism Data Lab will play a crucial role in shaping Saudi Arabia"s tourism strategy RIYADH: Saudi Arabia is making significant strides in enhancing its tourism sector with the launch of a Tourism Data and Campaigns Management Hub. It is a collaboration between the Saudi Tourism Authority and Visa, according to a press statement. This new hub, the first of its kind in the region, is designed to boost the Kingdom’s tourism industry by streamlining data management and campaign efforts, ultimately improving the overall visitor experience. The establishment of this hub aligns with Saudi Arabia’s broader vision to diversify its economy beyond oil. The National Tourism Strategy is particularly ambitious, aiming to draw over 150 million tourists by 2030 and increase tourism"s contribution to the GDP from 6 percent to 10 percent. This effort reflects the Kingdom’s commitment to leveraging tourism as a key driver of economic growth and sustainability. “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,” said Abdulkarim Aldarwish, president of Middle East and Africa Markets at STA. He added: “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.” The Visa-STA Tourism Data Lab will play a crucial role in shaping Saudi Arabia"s tourism strategy by providing in-depth, data-driven insights into various travel and tourism trends. This comprehensive data will enable the Saudi Tourism Authority to make more informed decisions about campaigns and initiatives, tailored to specific visitor behaviors and preferences. The lab will offer detailed analyses of visitor journeys, including typical travel routes and experiences, as well as spending behaviors across different categories. It will also provide insights into seasonal trends, helping to identify peak travel times, and assess digital adoption, revealing how tourists use digital tools and platforms during their travels. Additionally, the lab will categorize tourists by various demographics and preferences, offering a clearer understanding of different customer types. These insights will be instrumental in refining strategies to enhance the overall visitor experience and support the Kingdom’s ambitious tourism goals. “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,” said Ali Bailoun, Visa’s regional general manager for Saudi Arabia, Bahrain and Oman. He 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.”