There is no doubt that Saudi Arabia’s tourism sector is booming. According to the Saudi Ministry of Tourism’s annual report inbound tourists spent more than SAR141 billion (US$37 billion) in 2023, with the largest expenditure spent on accommodation, exceeding SAR45 billion. Shopping was next (SAR25.5 billion), then local transportation (SAR21.5 billion), food and beverages (SAR19.4 billion), and entertainment (SAR4 billion).

To further boost tourism, Visa and the Saudi Tourism Authority (STA) have launched the Tourism Data & Campaigns Management Lab, a first-of-its-kind initiative in the region. The Lab provides data-driven insights on travel and tourism trends, enabling STA to make informed decisions on campaigns and initiatives to drive tourism.

The partnership aims to enhance the visitor experience, improve collaboration with travel industry stakeholders, and support the government’s Saudi Vision 2030 tourism ambitions.

The Lab will leverage VisaNet, the world’s largest payments database, to offer comprehensive insights into incoming tourism and cashless strategies. By utilising advanced data to customise offerings and payment systems, STA aims to enhance its international tourism appeal.