Saudi Arabia expands tourism through regional marketing and talent development

The Saudi Tourism Authority and travel marketplace Wego have launched a new campaign targeting travelers across the Middle East and North Africa (MENA) region. The initiative aims to showcase the diversity of Saudi Arabia’s destinations, including the cultural heritage of Jeddah, the ancient landscapes of AlUla, the energy of Riyadh, and the Red Sea coastline.

Parallel to these marketing efforts, industry leaders at the inaugural WTM Spotlight Riyadh event highlighted the importance of human capital in sustaining the Kingdom’s tourism expansion. Experts noted that while over one million people currently work in the sector, Saudi nationals comprise approximately one-quarter of the workforce. Discussions focused on the need for specialized expertise, leadership pathways, and stronger links between training programs and employer requirements to support the growing visitor economy.