The Kingdom of Saudi Arabia is to launch its first international campaign to market the country as a destination for meetings, incentives, conventions and exhibitions by exhibiting at IMEX in Frankfurt 2017 from 16 to 18 May.
Supported by a public relations campaign devised and implemented by London-based Clareville Communications, this marketing activity by the Saudi Commission for Tourism and National Heritage in association with the Saudi Exhibition and Convention Bureau will highlight the extensive range of more than 600 first class hotels, convention and exhibition facilities available in the leading cities across the country.
The marketing initiative is a practical step in line with Vision 2030, announced in April 2016, setting out economic and social policies designed to move the Kingdom’s economy away from its dependence on oil. Hosting business events is one of the focal points of the reforms, along with leisure and religious tourism, all means to generate both revenue and employment.
Under the National Transformation Plan, the centerpiece of Vision 2030, the Saudi Commission for Tourism & National Heritage (SCTH) is investing almost SAR 26 billion (US $7 billion) on initiatives around the country.
Established nearly four years ago, the Saudi Exhibition and Convention Bureau was created with a mandate to develop the meetings industry.
Tariq A. Al-Essa, Executive Director of the Saudi Exhibition and Convention Bureau explains: “As the worldwide exhibition for incentive travel, meetings and events, IMEX in Frankfurt is the perfect place for us to meet thousands of influential event and meetings buyers face-to-face and to show them the opportunities in Saudi Arabia and many superb facilities that we could offer them.”