Almosafer Activities, the first-ever tours and activities platform for the Saudi market and a joint venture between Saudi Arabia’s leading travel company Almosafer Travel & Tourism Co. & Klook, Asia’s leading travel and experiences platform, has announced a strategic partnership with the Saudi Tourism Authority (STA) to integrate Almosafer Activities’ content with Saudi Tourism Authority’s Saudi Partner Tourism Exchange Portal. The Tourism Exchange Portal by STA is a dedicated B2B platform that fuels business growth through seamless transactions in Saudi’s vibrant tourism ecosystem. It enables local and regional product providers to sell their experiences, such as event tickets, tours, and accommodations, in real time across multiple global distribution channels.
Through this integration, Almosafer Activities will supply its existing portfolio of experiences to the STA Tourism Exchange Portal, enabling the Exchange to distribute these products across its network of Global partners. These partners include both B2B and B2C channels, with Visit Saudi serving as one of the consumer-facing platforms.
By making Almosafer Activities’ inventory available through Saudi Partner Tourism Exchange Portal, this integration broadens the reach of tourism products to a wider audience, creates new distribution opportunities for experience providers, and supports the continued growth of Saudi Arabia’s tourism ecosystem.
The partnership builds on a close, ongoing collaboration between Almosafer and STA to grow the Kingdom’s tourism ecosystem, including joint efforts to onboard and support small and medium-sized enterprises (SMEs) operating in Saudi Arabia’s experience sector.
The integration supports the objectives of Saudi Vision 2030 by strengthening the Kingdom’s digital tourism infrastructure and enhancing the end-to-end visitor journey, as Saudi Arabia continues to scale toward its target of welcoming 150 million visitors annually by 2030.
Abdulaziz Al Sultan, Digital Partnerships Executive Director at Saudi Tourism Authority, said: ‘Saudi Arabia’s tourism ecosystem thrives when our partners work together to remove friction for the traveller. Integrating Almosafer Activities’ marketplace into the Saudi Partner Tourism Exchange Portal provides tourism businesses with a wide range of activity content across Saudi Arabia, while Saudi SMEs in the experiences sector gain a direct channel to reach the world. This is exactly the kind of collaboration that will help us realise the ambitions of Vision 2030.’
Saria Alderhali, General Manager of Almosafer Activities said: ‘This integration reflects the strength of our long-standing collaboration with the Saudi Tourism Authority. By connecting Almosafer Activities directly to the Tourism Exchange Portal, we are not only making it easier for travellers to book unique experiences across the Kingdom, but also opening up new distribution opportunities for the SMEs and merchants who power our tourism sector. It’s a meaningful step forward in our shared mission to grow inbound and domestic tourism in Saudi Arabia.’
Almosafer Activities, launched as a joint venture with Klook in 2023, is the first holistic B2B marketplace for tours, attractions and experiences in the Kingdom, supporting merchants – many of them SMEs – with content and inventory management, and access to distribution channels across Almosafer’s ecosystem and beyond.