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Global hospitality group Accor has entered a memorandum of understanding (MOU) with the Saudi Tourism Authority (STA), aimed at bolstering domestic tourism with curated guest experiences.
This collaboration is in line with the objectives of Saudi Vision 2030, which seeks to increase international demand, enhance brand visibility, and stimulate hotel bookings and loyalty throughout the nation's hospitality sector.
The strategic partnership reinforces Accor's commitment to the Saudi market by broadening its reach and creating commercial opportunities.
Accor boasts a network of more than 45 operating hotels in Saudi Arabia, encompassing over 17,000 rooms across 15 brands, with an additional 44 properties and 11,000 rooms in the pipeline.
As part of the MOU, Accor and STA will jointly develop targeted marketing campaigns for key international markets and promote Saudi destinations via digital platforms, encompassing the Makkah Madinah Portal.
The partnership will also offer guest experiences designed to foster loyalty and increase visitation.
Another objective of this move is to drive traffic to ALL.com, while enhancing engagement with the Accor Live Limitless (ALL) loyalty programme and introducing exclusive new experiences tailored to Saudi Arabia's diverse regions.
Accor Middle East, Africa and Asia Pacific Premium, Midscale and Economy CEO Duncan O’Rourke said: “Accor’s strategic partnership with the Saudi Tourism Authority reinforces our long-standing presence in the country and our shared commitment to driving tourism growth.
“Together, we will co-create impactful guest experiences, elevate service offerings, and bring the beauty and diversity of Saudi Arabia to a global audience. The opportunity to help shape the country's tourism landscape from the ground up makes this the ideal time for strategic alignment between STA and Accor.”
Accor's partnership with STA extends across its expanding presence in Saudi Arabia, with hotels in major cities such as Riyadh, Jeddah, Al Khobar, Makkah, and Madinah, as well as in secondary cities.
Upcoming properties like Novotel Khamis Mushait and Novotel Makkah Thakher City will be featured in marketing initiatives.
Moreover, developments in Madinah, including Fairmont, Swissôtel, and Novotel hotels in partnership with Rua Al Madinah Holding Company, are expected to further enhance Saudi Arabia's appeal to international travellers.
The partnership will also emphasise the development of local talent, enhancement of service standards, and promotion of Saudi culture.