Riyadh, Saudi Arabia, August 2, 2026: The Saudi Tourism Authority (STA) and Mastercard have signed a Memorandum of Understanding (MoU) to strengthen Saudi Arabia’s position as a leading global tourism destination through data-driven marketing, international campaigns, and exclusive visitor experiences.
The partnership supports Saudi Arabia’s Vision 2030 tourism ambitions and will help accelerate the Kingdom’s goal of welcoming 150 million visitors annually by 2030. By combining the Saudi Tourism Authority’s destination marketing efforts with Mastercard’s technology, economic insights, and global network, the collaboration aims to attract more international travelers from priority markets across the GCC, the wider region, and beyond.
A key element of the agreement is the use of insights from the Mastercard Economics Institute (MEI). The institute will provide comprehensive analysis of travel flows, consumer spending patterns, visitor segmentation, travel trends, and event performance. These insights will enable the Saudi Tourism Authority to develop more targeted tourism campaigns, measure their effectiveness, and make informed policy and marketing decisions based on real-world data.
The collaboration will also focus on predictive analytics and evolving consumer behavior, helping the Kingdom better understand changing travel preferences while supporting sustainable tourism growth through joint research and thought leadership initiatives.
To further enhance the visitor experience, Mastercard’s Priceless platform will be used to create and promote exclusive cultural and lifestyle experiences across Saudi Arabia. These curated experiences will highlight the Kingdom’s rich heritage, diverse attractions, and unique destinations while encouraging deeper visitor engagement.
In addition, Mastercard will leverage its technology and expertise to strengthen customer loyalty and rewards programs, helping drive visitor spending and creating a more seamless travel experience. Together, these initiatives will combine advanced data, innovative technology, and authentic experiences to increase international tourism and support the continued growth of Saudi Arabia’s tourism ecosystem.
Commenting on the agreement, Abdullah Aldakhil, Official Spokesperson for the Saudi Tourism Authority, said the collaboration forms part of the authority’s broader strategy of partnering with leading global organizations to promote Saudi Arabia’s destinations across key international markets while supporting the objectives of Vision 2030.
Saud Swar, Country Manager for Saudi Arabia, Bahrain, Jordan and other Levant at Mastercard, said the partnership represents an opportunity to redefine the future of tourism through innovation. He noted that combining technology, economic insights, and authentic local experiences will help stimulate economic growth while showcasing Saudi Arabia’s cultural richness to travelers worldwide.
The agreement reinforces Mastercard’s long-term commitment to supporting innovation and data-driven growth within Saudi Arabia’s tourism sector while contributing to the Kingdom’s broader economic diversification goals.
