meetings: sttim saudi arabia 2012
A PANEL DISCUSSION AT STTIM
GROWTH POTENTIAL With the Kingdom boasting a vibrant
economy and political stability, some economists believe the growth potential for its tourism sector is huge. Statistics compiled by the SCTA show that the country attracted more than 13.7 mil- lion business and Hajj tourists in 2010, with the figure settling at around 14.5 million for 2011. Numbers are set to increase further this year. According to the SCTA, the tour-
The event covered 9,574 square metres in floorspace, over 35 percent more than 2010, in order
to accommodate the growing number of participants. The 2012 event is expected to grow further
SHOWS WITHIN A SHOW Over the past year, the SCTA has embarked
on a promotional campaign for the 2012 event and has devoted efforts to market the forum to tourism stakeholders and related companies to a more mass media format such as TV, daily newspapers and social networks.
As with previous STTIM events, travel and tourism is a major focus within the show, highlighting local culture and architecture and even incorporating lo- cal handicrafts from various parts of the Kingdom that are displayed through the exhibition hall.
An attraction last year was: a collec- tion of photographs from a local artist; traditional tent poetry; traditional music; and information on the Kingdom's main attractions and city sightseeing tours. Although details of speakers and work- shops scheduled for this year have not yet been released, 2011 workshops and speakers proved to be extremely popular. The 2011 event included discussions on:
investment in tourism events; Al Baha area investment; e-tourism and market- ing; and marketing local handicraft. Key speakers included: professor Mo- hamed Hasan Al Ameer, ceo of Riyadh International Hotels; Dr Fahad Saleh Sultan, secretary general for Saudi Commerce; Professor George Mekaliy, chairman of Malta Hotels and Restau- rants Association; and Dr Saleh Abdu Aziz Al Nasar, manager of National Youth Strategy. An equally impressive line-up is expected for 2012.
BUSINESS TO BUSINESS Away from the seminars and workshops,
STTIM has proved to be an ideal platform for making new contacts and generating business. Many deals were reported to have been made, according to the SCTA, during the 2011 show, most of which involved leisure projects. Tour organisers, accommodation providers and marketers also shook hands on various transactions throughout the five days.
ism industry in Saudi Arabia provided 458,000 direct employment posts by the end of 2009, of which 26 percent were occupied by Saudis. This figure is expected to rise to 590,000 direct job openings in the region by 2014. The leisure segment accounts for the largest number of domestic tourists (48 percent), while economic growth is attracting a large number of business travellers. With more corporate arrivals in Saudi Arabia, the SCTA expects the country's meeting and conventions industry to thrive in the coming years. Elsewhere, heritage tourism is anoth- er substantial market for Saudi Arabia as travellers visit various destinations to learn more about the Kingdom's culture and history.
Other strong segments include: exploration and adventure for travellers that enjoy para-gliding and speed-boat racing; eco-tourists looking to explore camping, hiking and desert safari sites; and wellness tourists travelling around the Kingdom for treatments and cos- metic procedures.
Business Monitor Intelligence (BMI) forecasts that arrivals in Saudi will grow 6.7 percent year on year to 2014, with pilgrims performing Hajj the biggest contributor. A separate report in The Guardian newspaper predicted that by 2025, the Kingdom will receive 25 million pilgrims Ñ more than double the 12 million that currently enter the country to carry out their religious duties.
ADDITIONAL DEMAND Hotel rooms in Saudi Arabia are set to
rise to 319,000 by 2014 from 218,000 in 2009, with several international chains either opening new or additional prop- erties throughout the Kingdom. In 2011, The Ritz-Carlton, Riyadh, Hyatt Hotels & Resorts, Starwood, Marriott,
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