Saudi Arabia is turning to data and digital technology to sharpen its global tourism strategy after the Saudi Tourism Authority (STA) signed a new partnership with Mastercard aimed at attracting more international visitors to the Kingdom. The memorandum of understanding (MoU) will see the two organisations collaborate on global marketing campaigns, advanced tourism analytics and exclusive visitor experiences as Saudi Arabia continues its push to become one of the world's leading tourism destinations under Vision 2030.
A major focus of the partnership is the use of Mastercard's data capabilities to give the Saudi Tourism Authority deeper insight into how travellers move, spend and engage with destinations. The payment technology company will provide analytics on visitor trends, spending patterns, travel flows and the economic impact of major events, helping the authority better understand demand across key international source markets. The collaboration will also draw on expertise from the Mastercard Economics Institute, which will provide predictive analytics, visitor segmentation and consumer behaviour insights. These tools are expected to support more targeted destination marketing campaigns, inform tourism planning and policymaking, and help measure the long-term impact of the Kingdom's tourism initiatives.
Beyond data, the partnership aims to enhance the visitor experience itself. Saudi destinations and cultural attractions will be showcased through Mastercard's Priceless platform, giving international travellers access to curated experiences designed to highlight the Kingdom's heritage, culture and growing tourism offerings. The two organisations will also explore technology-driven loyalty and rewards programmes intended to deepen visitor engagement and encourage repeat travel.
The agreement reflects Saudi Arabia's increasing focus on using technology and data to build a smarter, more personalised tourism ecosystem while supporting the sustainable growth of the sector. Abdullah Aldakhil, official spokesperson for the Saudi Tourism Authority, said the collaboration would help attract more visitors from priority markets across the GCC, the wider region and internationally. He added that the partnership forms part of STA's broader strategy of building alliances with leading global organisations to advance the authority's objectives and support the wider Saudi tourism ecosystem in line with Vision 2030.
Saud Swar, Country Manager for Saudi Arabia, Bahrain, Jordan and Other Levant at Mastercard, said the partnership reflects the growing role of innovation and data in shaping the future of tourism. He said combining Mastercard's insights and technology with authentic Saudi travel experiences would help fuel economic growth while showcasing the Kingdom's cultural richness to international audiences.
