The Saudi Tourism Authority (STA) has signed a memorandum of understanding with Mastercard to sharpen its global marketing and visitor engagement strategy, marking the latest step in the Kingdom's drive to diversify its economy under Vision 2030. The collaboration will combine Mastercard's payments data and analytics with STA's destination marketing to attract more international travellers to Saudi Arabia.
Under the agreement, Mastercard will provide the authority with detailed insights into traveller behaviour, including spending patterns, travel flows, and the economic impact of major events. The Mastercard Economics Institute will contribute predictive analytics, visitor segmentation, and consumer behaviour research, enabling STA to fine-tune campaigns for key source markets across the GCC, Europe, and Asia.
Beyond data, the partnership will showcase Saudi destinations through Mastercard's Priceless platform, offering curated experiences that highlight the Kingdom's heritage and emerging tourism offerings. The two organisations will also explore technology-driven loyalty and rewards programmes designed to encourage repeat visits and deepen traveller engagement.
Data-driven tourism planning
Abdullah Aldakhil, official spokesperson for the Saudi Tourism Authority, said the collaboration would help attract more visitors from priority markets and support the wider tourism ecosystem. "This partnership reflects our commitment to building alliances with leading global organisations to advance our objectives and support the sustainable growth of the sector," he said.
Saud Swar, Country Manager for Saudi Arabia, Bahrain, Jordan and Other Levant at Mastercard, highlighted the growing role of innovation in tourism. "Combining our insights and technology with authentic Saudi travel experiences will help fuel economic growth while showcasing the Kingdom's cultural richness to international audiences," he said.
The move comes as Saudi Arabia accelerates its tourism infrastructure development, including new hotel openings, entertainment complexes, and cultural attractions. The Kingdom has set a target of 150 million annual visits by 2030, with a focus on both leisure and business travel. The partnership with Mastercard is expected to support these goals by providing more precise data on traveller preferences and spending.
Industry observers note that data-driven marketing is becoming increasingly critical for destinations competing for high-value travellers. By leveraging Mastercard's global reach and analytics, STA aims to position Saudi Arabia as a top-tier destination for both regional and long-haul visitors.
The agreement also aligns with broader trends in the travel industry, where payment companies are expanding their role beyond transactions into travel intelligence and experience curation. Mastercard has similar partnerships with other tourism boards, but the Saudi deal is notable for its scale and the Kingdom's ambitious growth plans.
For travel professionals, the partnership signals a growing emphasis on using data to tailor offerings and measure the impact of tourism initiatives. It also underscores the importance of public-private collaboration in destination marketing, a model that is gaining traction across the Middle East and beyond.
As Saudi Arabia continues to develop its tourism sector, the integration of advanced analytics and personalised experiences is likely to become a key differentiator. The STA-Mastercard collaboration is a clear indication that the Kingdom is betting on technology to drive its next phase of growth.
