Saudi Arabia, France sign joint action programme to advance tourism cooperation
Saudi Arabia’s Minister of Tourism Ahmed Al-Khateeb and France’s Minister Serge Papin signed a joint action programme in Toledo, Spain, to boost tourism collaboration, focusing on sustainable growth, investment, and digital innovation. The agreement includes workforce training, data exchange, and AI integration in tourism sectors for both countries.
A Saudi delegation led by Minister of Tourism Ahmed Al-Khateeb and a French delegation headed by Minister Serge Papin met in Toledo, Spain, during the 126th UN Tourism Executive Council session. They signed a joint action programme to deepen tourism cooperation, emphasizing economic growth and shared priorities like sustainable development and destination competitiveness. The programme outlines collaboration in human capital development through training and workforce planning, as well as investment promotion to attract tourism funding. It also supports sustainable tourism by sharing expertise in resource management and flow optimization within hospitality industries. Innovation and technology are key focus areas, with French startups and Saudi stakeholders partnering to adopt digital solutions and AI-driven data processing for tourism. The agreement also facilitates knowledge exchange on organizing international events and destination marketing between the Saudi Tourism Authority (STA) and Atout France. Both nations aim to shift their partnership from dialogue to actionable initiatives, leveraging data, statistics, and AI to enhance tourism strategies. The programme reflects a commitment to strengthening bilateral ties in a rapidly evolving global tourism landscape.
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