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- New regulations approved for establishment of marketing offices to promote KSA globally
RIYADH: The Saudi Cabinet recently approved regulations for the country’s tourism authority that will give a fresh impetus to the sector and contribute to its overall growth.
The Cabinet, chaired by King Salman, approved 24 regulations concerning the Saudi Tourism Authority with a focus on global promotion, international and regional collaboration and tourists targets.
The regulations will help the authority achieve tourism targets in line with Vision 2030 and empower the body to play a pivotal role in promoting the Kingdom as a tourist destination locally, regionally, and globally.
One of the approved regulations enables the tourism authority to establish marketing offices both domestically and internationally. The objective is to boost visitor arrivals and realize the vision of positioning the Kingdom as a top-tier tourist destination, according to Umm Al-Qura, the country’s official gazette.
Tourism Minister Ahmed Al-Khateeb, who is also chairman of the STA, highlighted that the Cabinet’s approval of the authority’s regulations underscores the government’s commitment to supporting the tourism sector in achieving its objectives aligned with Vision 2030.
HIGHLIGHTS
• The regulations will help the authority achieve tourism target in line with Vision 2030 and empower the body to play a pivotal role in promoting the Kingdom as a tourist destination locally, regionally, and globally.
• One of the approved regulations enables the tourism authority to establish marketing offices both domestically and internationally.
• The objective is to boost visitor arrivals and realize the vision of positioning the Kingdom as a top-tier tourist destination.
Among the key objectives is the collaboration with government bodies in the tourism sector to establish marketing offices for traveler destinations and oversee the strategies of these offices. Additionally, the regulations include setting visitation targets and allocating funds in a manner that enhances the involvement of the private sector in this endeavor.
As per the new regulation, the tourism authority is now mandated to undertake all measures essential for realizing its objectives, including formulating comprehensive plans and policies for tourism marketing within the Kingdom, domestically and internationally.
Additionally, the regulation emphasizes the promotion and enhancement of destinations in collaboration with the Ministry of Tourism, as well as the support and marketing of activities and events organized by governmental bodies and the private sector.
Moreover, the authority is required to establish and maintain an up-to-date database encompassing all sites, tourist destinations, resorts, and services in collaboration with pertinent authorities.
Moreover, it is tasked with conducting activities associated with promoting Umrah packages, which includes overseeing the development and management of any designated platform in coordination with relevant agencies.
Additionally, the authority is mandated to assess visitor experiences, devise essential standards, tools, and mechanisms, identify tourist priorities and challenges, and subsequently share the findings and performance reports with the ministry.
The Umm Al-Qura statement added that the body should propose the necessary designs, policies, and procedures to prepare the development of tourist sites and destinations that need rehabilitation or modernization and submit them to the Ministry of Tourism, in addition to working with distinguished local and international companies and institutions, to provide products and tools with professional content, and to benefit from its expertise in tourism marketing in the Kingdom.
The source further stated that the STA is required to conduct marketing campaigns domestically and internationally to promote travel sites and products. This includes developing trademarks, registering them, and securing any intellectual property rights associated with tourism marketing under the authority’s name. The source emphasized that the body should also undertake any necessary actions related to these tasks and leverage them in accordance with pertinent rules.
The new regulation assigns the authority to develop and execute media plans to promote tourism domestically and globally. This includes organizing forums, conferences, and local and global exhibitions.
Additionally, the body will offer administrative and technical support to tourism product owners, facilitate small and medium enterprises, and implement training programs to enhance marketing efficiency.
Furthermore, with an independent annual budget, the STA is responsible for overseeing promotional campaigns, proposing investment opportunities, and coordinating with relevant entities to enhance the travel experience. It will also collaborate with the Ministry of Tourism, government bodies, and the private sector to formulate marketing policies and ensure alignment with the national tourism strategy.