The Saudi Tourism Authority (STA) and online travel marketplace Wego have launched a campaign targeting Middle East and North Africa travellers, Wego said on September 24.
The campaign sells Saudi Arabia as a multi-stop trip combining Riyadh, Jeddah, AlUla and the Red Sea coast. It leans on regional demand as the kingdom works towards a Vision 2030 target of 150mn visits, after recording 122mn in 2025, and builds its tourism calendar around fixtures such as the TOURISE summit. Wego has run similar tourism board campaigns this year with Tourism Malaysia and Azerbaijan.
It will run destination-led editorial content, travel inspiration and digital activations across the region, with separate pitches for families, couples and leisure travellers, and adventure travellers drawn to archaeological sites, mountains, desert activities and Red Sea diving.
“Travellers across the MENA region are increasingly looking for destinations that give them the freedom to build a trip around their own interests,” said Mamoun Hmidan, chief business officer at Wego. “Saudi is particularly well positioned for this, bringing together culture, nature, entertainment, adventure, and leisure within one destination.”
The launch coincides with the build-up to the Saudi Winter season of events across Riyadh, Jeddah, AlUla, Diriyah and the Eastern Province. Jeddah is also hosting the Gulf Cup 27 football tournament from September 23 to October 6.
Wego, founded in Singapore in 2005, describes itself as the largest online travel marketplace in MENA. The STA markets Saudi Arabia’s destinations to international and regional travellers.