Prominent digital payments company Visa and the Saudi Tourism Authority (STA) have joined forces to launch the Tourism Data & Campaigns Management Hub. This first-of-its-kind initiative in the region aligns with the Saudi government’s vision to drive the Kingdom’s tourism sector and elevate visitor experiences.
The Visa-STA Tourism Data Lab leverages the power of data analytics to provide valuable insights into travel and tourism trends. This data-driven approach empowers STA to make informed decisions regarding marketing campaigns and initiatives aimed at attracting tourists to Saudi Arabia. The hub also facilitates enhanced collaboration with key stakeholders within the travel industry.
Data-driven tourism: Key to Saudi Vision 2030
Visa’s Regional General Manager for Saudi Arabia, Bahrain and Oman, Ali Bailoun, expressed enthusiasm about the partnership, highlighting Saudi Arabia’s rapid emergence as a prominent leisure and business tourism destination. Additionally, he emphasized the vital role of the tourism industry in achieving Saudi Vision 2030’s economic diversification and job creation objectives. Furthermore, Bailoun stated that Visa is proud to collaborate with STA in establishing the region’s inaugural Tourism Data Lab in Saudi Arabia, which will empower local partners and clients to enhance visitor experiences and contribute to the government’s tourism goals.
Prioritizing tourist experience, data-driven insights
For his part, Abdulkarim Aldarwish, president of MEA Markets at Saudi Tourism Authority, emphasized Saudi Arabia’s rapid rise as a leading global destination for both business and leisure travel, citing its abundance of natural, historical, religious, and cultural attractions. He further underscored the STA’s commitment to prioritizing the tourist experience and utilizing data-driven insights to understand visitor preferences. Aldarwish highlighted that the partnership with Visa signifies the STA’s dedication to enhancing the tourist experience by leveraging data exchange and analysis to develop tailored promotional packages and offerings, ultimately aiming to attract a greater number of visitors from key regional markets.
Read more: Visa bolsters fraud protection with three new AI-powered solutions in Visa Protect suite
Building comprehensive view of visitor behavior
This strategic partnership draws upon the vast resources of VisaNet, the world’s largest payments network. VisaNet provides a comprehensive repository of data on inbound tourism, offering invaluable insights into how governments can optimize their cashless strategies. Moreover, the data-driven insights generated encompass visitor journeys, spending patterns across diverse categories, seasonality, digital adoption rates, and customer segmentation, enabling a comprehensive understanding of how to create customer-centric payment experiences.
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