Friday, October 22, 2021

Saudi Arabia

Seera to invest $266m
October 2019 2685

Seera Group, the leading travel and tourism company in the Middle East, has announced an investment of over SAR1 billion ($266.6 million) in tourism for the Kingdom covering promotion, distribution, infrastructure and Saudi human capital development.

This was announced by Abdullah Al Dawood, board member and group CEO of Seera Group, at the signing of an agreement with Ahmed Al Khateeb, President of the Saudi Commission for Tourism and National Heritage (SCTH) on September 27, 2019 in Riyadh.

“Our investment highlights our commitment to build the tourism value chain of the Kingdom, as Saudi Arabia enters a new era of growth,” said Al Dawood. “In this transformation of the tourism sector, the private sector will play a key role in enabling global visitors to experience the rich and diverse cultural heritage and modern attractions of the Kingdom.”

With the Kingdom set to welcome tourists from around the world following the announcement of the new visa framework, Seera Group has set firm strategic measures to ensure that it leads the transformation of the tourism sector.

“From rebranding our organisation to establishing clearly differentiated business lines, Seera Group has been at the forefront in delivering on the tourism vision outlined by the broader Saudi Vision 2030,” said Al Dawood. “This indeed marks the dawn of a new era, one rich with opportunities, and one that will position the Kingdom as among the most popular tourist destinations in the world. The Saudi Tourism Strategy outlines a clear and concerted focus to boost both domestic tourism as well as international inbound travellers – and it is important that the private sector rally all efforts to deliver on the goals.”

Seera Group has announced three broad pillars as part of the new investment: To launch a destination management company (DMC), build the mid-market hospitality sector, and focus on human capital development by training Saudi youth for careers in the tourism industry.

Seera Group is investing in destination management services, which will develop necessary assets such as desert camps, city bus tours, unique guided tours and other tourism experiences. The Group will also develop unique itineraries in collaboration with SCTH to meet both domestic tourism and international inbound customer demand, in addition to showcasing the best of the Kingdom to the world.

To drive the development of the mid-market segment, Seera Group has already established a partnership with Choice Hotels to manage and operate medium-sized hotels, and is currently developing seven hotels in Riyadh, Jeddah and Al Taif. The goal is to develop and operate 6,000 room keys by 2022.

“One of the significant global trends in tourism is the rise of the millennial travellers, who are not only value-conscious but also aspire culturally relevant, tech-driven hospitality environments. Our immediate priority is to establish a network of mid-market hotels,” said Al Dawood.




THE Royal Commission for AlUla announced that Seera Group has been appointed as the key Destination Management Company (DMC) for the second season of Winter at Tantora, a timeless festival in a timeless place named AlUla, a cultural and historical destination that is home to Saudia Arabia’s first Unesco World Heritage Site.

Seera Group was chosen for its integrated breadth of offering covering not only travel and flight bookings but also airport handling, accommodation, ground transportation in AlUla, guest management, ticketing, VIP services and other value-added offerings, which will ensure that visitors from anywhere in the world can experience the unique ‘Winter at Tantora’ festival with ease and efficiency.

Seera Group will highlight AlUla, one of the world’s greatest undiscovered wonders, through its dedicated campaign to promote Winter at Tantora, which is expected to welcome over 40,000 people through the weekend programmes.

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