Could you explain the Tourism Data Lab and how it aligns with Visa’s strategy in Saudi Arabia, especially when it comes to supporting Saudi Vision 2030 and its tourism goals?
The Tourism Data Lab is a pioneering initiative launched by Visa and the Saudi Tourism Authority (STA) to support Saudi Arabia’s tourism sector. This first-of-its-kind platform in the region offers data-driven insights that are essential for optimizing tourism strategies and enhancing the visitor experience.

What challenges and opportunities do you foresee given that this is the first platform of its kind in the region?
As with any new endeavor, the main challenge is having limited previous experience. However, we are confident in our capabilities, the support from our partners, and the potential of the market. We believe this initiative will not only succeed but also serve as a model for future implementations in other markets. In fact, we are already receiving interest from tourism partners in other regions eager to develop similar data-driven solutions.
One of the key opportunities presented by the Lab is its potential to further refine and personalize even more promotional campaigns and strategic cashless initiatives aimed at driving inbound tourism. For instance, Visa’s 2023 Global Travel Intentions study reveals that more consumers globally view digital payments as integral to a secure and rewarding travel experience. By leveraging insights like this, the Lab can help develop targeted offers and programs that will enrich the experience of visitors to the Kingdom.

How do you envision the partnership with the Saudi Tourism Authority in the long run, and what future initiatives might Visa pursue to further boost tourism in Saudi Arabia?
At Visa, we recognize the integral role of tourism in supporting Saudi Arabia’s economic diversification agenda. Traditionally recognized for religious tourism, Saudi Arabia is leveraging its wealth of natural, historical, religious, and cultural attractions to become a major global business and leisure destination under its ambitious Vision 2030 economic diversification plan. Travel and tourism contributed about 6.5 percent of the local GDP in 2022 and are forecast to reach about SAR635 billion by 2032. The sector has seen a significant surge, with international visitor spending increasing by nearly 57 percent to SAR227.4 billion, surpassing the previous record by SAR93.6 billion.

How is digital transformation influencing Visa’s efforts to enhance Saudi Arabia’s tourism sector?
As travel continues to grow, digital innovations are significantly altering consumer payment behaviors. Saudi Arabia’s tech-savvy population has heightened the demand for digital payments, as reflected in Visa’s 2023 Global Travel Intentions study, which shows that 71 percent of KSA outbound travelers view digital payments as essential for a secure and rewarding travel experience. The widespread use of credit, debit, and prepaid cards, along with contactless transactions and digital wallets, underscores this trend.

Beyond digital, how does Visa cater to the needs of different groups, like solo travelers, families, or adventure seekers as the country welcomes more tourists?
Visa’s travel offers are designed to enhance every part of a traveler’s journey, be it solo tourists or families traveling together. Before the trip, Visa provides attractive deals for hotel bookings and car rentals, along with a premium concierge service to help plan memorable vacations. On travel day, Visa supports convenience with home check-in, airport transfers, dining options, and lounge access. At the destination, Visa cardholders enjoy exclusive offers at major attractions.

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