Saudi Arabia and France have strengthened cooperation in the tourism sector through the signing of a joint action program aimed at expanding collaboration in investment, sustainability, innovation, and destination development.
The agreement was reached during a meeting in Toledo, Spain, on the sidelines of the 126th session of the UN Tourism Executive Council.
The Saudi delegation was led by HE Ahmed Al-Khateeb, Minister of Tourism, while the French delegation was headed by HE Serge Papin, France’s Minister of Small and Medium Enterprises, Trade, Crafts, Tourism and Purchasing Power.
The two countries reviewed the long-standing strategic relationship between Saudi Arabia and France in tourism, highlighting its role in supporting economic growth and sectoral development.
Discussions focused on enhancing cooperation in areas such as sustainable tourism growth, improving destination competitiveness, attracting investment, and expanding knowledge exchange between the two countries.
Both delegations emphasized the importance of transitioning from institutional dialogue to implementation-focused cooperation, with practical initiatives designed to support shared tourism objectives.
Joint action program and key areas
During the meeting, the countries signed a joint action program that outlines several priority areas of cooperation. These include development of tourism human capital through training programs, workforce planning, and exchange of best practices.
The program also focuses on strengthening tourism investment cooperation by promoting investment opportunities and facilitating partnerships between stakeholders in both countries.
In addition, the framework includes collaboration on sustainable tourism development, with emphasis on tourism flow management and the sustainable use of natural resources in the hospitality sector.
Image via SPA | Cropped by GBN
Innovation, data, and industry collaboration
The agreement further promotes cooperation in innovation and digital technologies, including engagement between French tourism technology startups and Saudi tourism stakeholders. It encourages the adoption of new digital solutions and participation in technology-focused forums.
The program also includes cooperation on tourism data and statistics through knowledge exchange on data collection and analysis methods. It further opens dialogue on the use of artificial intelligence in tourism data processing and decision-making.
Other areas of collaboration include sharing expertise in organizing international events and strengthening destination marketing cooperation between the Saudi Tourism Authority (STA) and Atout France.
The joint action program builds on ongoing cooperation between Saudi Arabia and France in the tourism sector and reflects both countries’ commitment to enhancing bilateral engagement in a structured and results-oriented manner. France remains one of the world’s leading tourism destinations, recording more than 100 million international visitors in 2024.
