MMS and STA partner to boost Saudi tourism

Ahmed Al Sahhaf, CEO of MMS, & Raad AlKhanbashi, VP of Marketing and Communications, MEA Markets, STA

MBC Media Solutions (MMS) and Saudi Tourism Authority (STA) have signed a strategic partnership to boost Saudi tourism.

STA aims to promote travel destinations in Saudi Arabia — regionally and globally — by producing innovative, high-quality content to connect with MBC audiences, with the help of MMS’s expertise in content creation and advertising. MMS is the commercial arm of MBC Group and offers data-driven integrated media solutions across television, radio, digital and OTT platforms.

The content will be broadcast across MBC Group’s ecosystem, including TV, radio, digital, social media, Shahid VoD platform, Al Arabiya News Network and the Saudi Sports Company’s digital, and linear channels.

Through this partnership with MMS, STA hopes to showcase the diversity and richness of Saudi Arabia’s tourist destinations, enhance its reach to a wider audience, and attract more visitors to the Kingdom.

Speaking about the partnership, Ahmed Al Sahhaf, CEO of MMS, said, “We are proud to be partnering with STA to promote tourism in the Kingdom. With this collaboration, we renew our commitment to employing our industry expertise and innovative solutions to showcase Saudi Arabia’s diverse tourist destinations.”

Abdulkarim Aldarwish, STA’s President of Middle East & Africa Markets, added, “This agreement confirms our belief in the role of high-quality content in introducing and promoting tourism in the Kingdom, and reflects our keenness in STA to partner with leading media organisations such as MBC Group and MMS to produce high-quality promotional and informational content and enhance its reach to the Arab audience.”

The partnership was announced at the Arabian Travel Market in Dubai, where a Memorandum of Understanding (MoU) was signed by Ahmed Al Sahhaf, CEO of MMS, and Raad AlKhanbashi, VP of Marketing and Communications, MEA Markets, STA.

STA is responsible for tourism marketing of Saudi Arabia, regionally and globally. It develops the tourist experience, tourism products, and packages. STA also manages the official identity of Saudi tourism, “Visit Saudi.”