The Saudi Tourism Authority (STA) and Expo 2030 Riyadh have formalized a strategic partnership through the signing of a memorandum of understanding aimed at elevating Saudi Arabia’s standing as a premier destination for international travellers and positioning the Kingdom at the forefront of global tourism ahead of the 2030 World Expo.
The MoU was signed by Fahd Hamidaddin, CEO and board member of the Saudi Tourism Authority, and Talal AlMarri, CEO of Expo 2030 Riyadh Company — the official entity charged with the planning, development, and delivery of Expo 2030 Riyadh. The Saudi Press Agency confirmed the signing, marking a new chapter in the coordinated promotion of Saudi Arabia on the international stage.
A Shared Vision for Tourism Growth
The agreement commits both organisations to a joint programme of activity spanning several key areas. These include the development of tourism products and experiences designed to attract international visitors to the World Expo, coordinated marketing and media campaigns targeting priority markets worldwide, and an ongoing exchange of visitor data and insights to shape effective promotional strategies.
Beyond the expo itself, the partnership is intended to ensure that Expo 2030 serves as a meaningful milestone in the longer-term development of Saudi Arabia’s tourism sector — linking the event’s global platform to the broader ambitions of Vision 2030, which targets 150 million tourist visits annually by the end of the decade.
Hamidaddin described the collaboration as a means of aligning both institutions’ visions to ensure Expo 2030 becomes a genuine launchpad for the sector’s strategic growth. “The MoU with Expo 2030 Riyadh embodies our shared commitment to welcoming the world to discover the authenticity of Saudi Arabia, the diversity of its destinations, and the hospitality of its people,” he said.
Expo 2030 as a Global Tourism Platform
AlMarri characterised the agreement as a step toward unifying efforts and maximising shared impact in delivering what he described as an exceptional edition of the World Expo. He expressed confidence that the STA’s expertise in international tourism promotion would strengthen the overall visitor experience and deepen the global appeal of Expo 2030 Riyadh.
The World Expo is expected to draw tens of millions of visitors to Riyadh from across the globe, making it one of the largest international events the Kingdom has ever hosted. For the tourism sector, the event represents a unique opportunity to introduce Saudi Arabia’s cultural heritage, natural landscapes, and modern infrastructure to an audience that may be experiencing the country for the first time.
Tourism as a Pillar of Economic Diversification
Tourism has become one of the central pillars of Saudi Arabia’s economic diversification strategy. The sector’s contribution to GDP has grown steadily in recent years, and the partnership between the STA and Expo 2030 Riyadh signals a clear determination to sustain that momentum through some of the most significant international events in the Kingdom’s modern history. Together, the two institutions are laying the groundwork for a tourism ecosystem that can outlast the expo itself and deliver enduring value for years to come.
