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Saudi Tourism Authority

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Saudi Tourism Authority
الهيئة السعودية للسياحة
Agency overview
FormedMarch 10, 2020;4 years ago(2020-03-10)
JurisdictionGovernment of Saudi Arabia
HeadquartersAmr Al Damri Street,as-Safarat,Riyadh12512,Saudi Arabia
Agency executives
Parent agencyMinistry of Tourism
Websitesta.gov.sa
Visit Saudi

TheSaudi Tourism Authority (STA)(Arabic:الهيئة السعودية للسياحة,romanized:al-Haīʾiah as-Saʿūdīyah as-Sīāḥah) is an organ ofSaudi Arabia'sMinistry of Tourismthat is concerned with promotingtravel and tourism industry of the country.Established in March 2020 byKing Salmanagainst the backdrop of the surgingCOVID-19 pandemic,[1][2]it is the official promoter of the Visit Saudi program[3]and supervises tourism-related marketing campaigns domestically and internationally.[4]

History

[edit]

The Saudi Tourism Authority (STA) was established on March 10, 2020 through a royal decree issued byKing Salmanafter approval from theCouncil of Ministersand upon recommendations from theCouncil of Economic and Development Affairs.[5]In June 2020, it launched theTanaffasa(Arabic:تنفس,lit. 'breathe') programme, which lasted between 25 June and 30 September that saw 10 natural tourist spots being selected across the country for tourists and travelers to explore Saudi Arabia's summer season.[6]In December 2020, the body organized theSheeta Haulaka(Arabic:الشتاء حولك,romanized:al-Šitāʾ Ḥaūlaka,lit. 'Winter is around you') programme, which lasted between 10 December and the end of March 2021 that saw 17 destinations being selected within Saudi Arabia, allowing tourists and travelers to explore the country's geographical and climatic diversity during the winter season.[7]In March 2021, it launched the Tourism Makers initiative which aimed at encouraging small and medium business enterprises in the private sector to engage in the country's growing tourism industry.[8]In December 2021, it launched theRuh as-Saudiyahprogramme (Arabic:روح السعودية,romanized:Rūḥ as-Saʿūdīyyah,lit. 'Spirit of Saudi') that organized events to showcase thecultureand heritage ofSaudi Arabiaand aimed at targeting tourists from the member states of theGulf Cooperation Councilas well as theMiddle Eastregion.[9]In November 2023, a Tokyo-based travel company,HISand the Saudi Tourism Authority signed a memorandum of understanding (MoU) to boost tourism in the Kingdom.[10][11]In November 2023, The Saudi Tourism Authority, along with other Saudi entities, took part inMedia Oasis,a Ministry of Media initiative, inFrance,aims at redefining media coverage by utilizing modern technology in covering national events and global engagements.[12]

In 2023, STA via its brand "Visit Saudi" sponsoredLaLiga[13]and tried to be a sponsor of the FIFA Women's world cup 2023. It was not allowed to.[14]In 2024Lionel Messias Saudi's tourism ambassador, part of the sponsorship deal with STA, in a global launched campaign titled "Go Beyond What You Think", places a spotlight on Saudi’s open culture and the importance of inspiring young Saudi women to reach their full potential.[15]

References

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  1. ^"Saudi Arabia Establishes New Tourism Authority".Asharq AL-awsat.Retrieved2022-05-14.
  2. ^"مجلس الوزراء يقر إنشاء هيئة للسياحة وبرنامج وطني لتنمية قطاع تقنية المعلومات | صحيفة الاقتصادية".2020-03-10. Archived fromthe originalon 2020-03-10.Retrieved2022-05-14.
  3. ^"Saudi Tourism Authority".sta.gov.sa.Retrieved2022-05-14.
  4. ^"هذه مهام هيئة السياحة السعودية التي أقرَّها مجلس الوزراء".2020-03-10. Archived fromthe originalon 2020-03-10.Retrieved2022-05-14.
  5. ^"إنشاء هيئة للسياحة وبرنامج وطني لتنمية قطاع تقنية المعلومات".صحيفة الاقتصادية(in Arabic). 2020-03-10.Retrieved2022-07-12.
  6. ^"الهيئة السعودية للسياحة تعلن إطلاق موسم صيف السعودية 'تنفس'".صحيفة مكة(in Arabic). 2020-06-25.Retrieved2022-07-12.
  7. ^"الهيئة السعودية للسياحة تعلن إطلاق موسم" الشتاء حولك "".العربية(in Arabic). 2020-12-10.Retrieved2022-07-14.
  8. ^هي, مجلة."الهيئة السعودية للسياحة تطلق مبادرة" صُناع السياحة "".www.hiamag.com(in Arabic).Retrieved2022-07-14.
  9. ^"رئيس هيئة السياحة السعودية: نرحب مجدداً بالزوار من دول الخليج والعالم".صدى البلد(in Arabic). 2021-12-04.Retrieved2022-07-14.
  10. ^"Japanese travel company signs memorandum of understanding with Saudi Tourism Authority".21 November 2023.
  11. ^"Japanese travel company signs memorandum of understanding with Saudi Tourism Authority".22 November 2023.
  12. ^"Saudi Tourism Authority takes part in Media Oasis, France".www.tradearabia.com.Retrieved2023-11-27.
  13. ^Bassam, Tom (2023-08-18)."LaLiga agrees '€20m per year' Visit Saudi sponsorship".SportsPro.Retrieved2024-04-02.
  14. ^Payten, Iain (2023-02-01)."Football Australia 'not consulted' on Saudi deal for Women's World Cup".The Sydney Morning Herald.Retrieved2024-06-07.
  15. ^"Saudi tourism ambassador Lionel Messi challenges misconceptions in latest global campaign".Saudigazette.2024-01-27.Retrieved2024-04-02.
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