SAUDI ARABIA. World-leading digital payment provider Visa and the Saudi Tourism Authority (STA) have announced the launch of a hub which will offer data-driven insights on travel and tourism trends.
A first of its kind in the region, the hub supports the Saudi Arabia government’s efforts to promote the Kingdom’s tourism sector and enhance visitor journeys.
Known as the Tourism Data & Campaigns Management Hub, the partners said the venture will enable STA to make informed decisions on campaigns and initiatives to drive tourism into Saudi Arabia and enhance collaboration with travel industry stakeholders.
The strategic collaboration will be powered by the world’s largest payments database, VisaNet, which according to Visa provides a comprehensive wealth of data on incoming tourism and extensive insight into how governments can optimise their cashless strategies.
The insights generated from the data include visitor journeys and spending behaviours across different categories, seasonality, digital adoption and customer types, “allowing for a holistic overview of how to create customer-centric payment experiences”, Visa noted.
Visa Regional General Manager for Saudi Arabia, Bahrain and Oman Ali Bailoun commented: “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.
“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.”
Saudi Tourism Authority President of MEA Markets Abdulkarim Aldarwish said: “Saudi Arabia, with its rich natural, historical, religious and cultural attractions, is fast emerging as a major global destination for business and leisure.
“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 wish list.
“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.” ✈
