The Saudi Tourism Authority (STA) has signed an MoU with Switzerland Tourism to bolster collaboration in the tourism sector.

CEO and Board Member of the STA Fahd Hamidaddin and Director GCC at Switzerland Tourism Livio Gotz signed this agreement at the Saudi Tourism Authority headquarters.

Swiss Federal Councillor and Head of Economic Affairs, Education, and Research Guy Parmelin and Swiss Ambassador to Saudi Arabia Yasmine Chatila Zwahlen attended the ceremony.

This MoU, a first-of-its-kind between the two tourism entities, aims to foster the development of the tourism industry, mutual promotion, and enable collaborative tourism projects between Saudi Arabia and Switzerland, setting a new precedent for international tourism cooperation.

A key aspect of this partnership is identifying joint marketing initiatives that highlight the unique attractions of each country. Special attention will be given to specific tourism sectors such as marine activities, culture and heritage, and rural tourism, through combined marketing efforts to attract travelers seeking unique experiences. This strategic promotion aims to highlight both Saudi Arabia and Switzerland as leading destinations for tourism that gratify every tourist, the Saudi Press Agency reported on Thursday.

Additionally, STA and Switzerland Tourism will work together to utilize the latest technology in the industry to promote a more seamless travel journey for visitors. This will be achieved through amplified cooperation between local tourism agencies and operators, providing opportunities for further partnerships and value between Saudi Arabia and Switzerland, SPA said.