Saudi Arabian capital Riyadh is home to sights such as the ruins of Diriyah. (Getty Images)
LONDON - Saudi-based travel giant Seera Group unveiled an integrated destination management company, Discover Saudi, at the World Travel Market in London earlier this month.
The Group's SR500 million (US$133 million) initiative is expected to boost international and domestic tourism, coming at a time when the Kingdom is pushing to make tourism one of its key economic growth sectors by 2030.
This 2030 tourism vision includes boosting overnight tourism arrivals to over 100 million and increasing the share of tourism to the Kingdom's GDP to 10%.
The brand identity and strategy were unveiled on the sidelines of WTM by Seera Group's group CEO and board member, Abdullah Al-Dawood.
Fronted by the new DMC, the group aims to launch itself as the go-to company for inbound and domestic tour operators and travel agencies to access high-quality, rich, local experiences, backed by seamless service delivery, said Mr Al-Dawood.
"Discover Saudi comes at the right time with the Kingdom opening doors to tourism and investing in mega-cultural, touristic and entertainment projects. It is an idea that has come of age," he added.
In addition to offering curated experiences for international and domestic travellers, the new DMC will also focus its offerings to cater to Hajj and Umrah pilgrims and business travellers.
The DMC will serve the B2B and B2C sectors, from destination marketing to working with travel distributors globally and online, as well as offer unique experiences to the visitors through customised itineraries. It will also leverage its status as preferred partner for the government including entities such as the Saudi Commission for Tourism and National Heritage.
Discover Saudi was formed through consultations involving Seera Group's advisory team and experts from world-class DMCs, as well as benchmarking against the best in the industry and similar destinations, and through local operators and travel databases.
Its services include visa support, meet and greet, accommodation and local tours and activities. This span over 70 activities under six themes such as nature, sports, entertainment, food and beverage and culture and arts with activities such as city tours, cultural tours and desert experiences.
The Group has also recently been named DMC partner for Winter at Tantora by the Royal Commission of AlUla.
As part of the launch, the Group has partnered with the Royal Commission for AlUla and Panthera to raise funds for the protection of critically endangered Arabian leopards, which is part of the first corporate social responsibility initiative under Discover Saudi.
It will support The Global Fund for Arabian Leopard, one of the world's largest conservation funds that includes the development of a nature reserve within AlUla.