The Saudi Arabia Ministry of Tourism, represented by the General Administration of Institutional Communication, has won the Sharjah Government Communication Award (SGCA) 2024 for the Best Integrated Communication System at the 13th International Government Communication Forum (IGCF 2024).
This recognition celebrates the ministry’s media campaign, which coincided with Saudi Arabia’s achievement of welcoming over 100 million domestic and foreign tourists in 2023, as certified by the United Nations World Tourism Organization and the World Travel & Tourism Council (WTTC).
The 11th edition of the award had the most significant number of participants since its inception, with over 3,800 Arab and international submissions from 44 countries, an increase of 230% compared to the previous year. A total of 1,129 files were accepted, and the shortlist reached 46 nominees for the award.
The media campaign launched by the Ministry of Tourism contributed to enhancing international interest in the Kingdom as a global tourist destination. It highlighted its cultural significance, geographical diversity, and natural beauty and confirmed its readiness to receive tourists in record numbers.
The media campaign’s strategy relied on various traditional media, digital platforms, and events to showcase the Kingdom as a leading global travel destination with diverse experiences. The campaign’s results have positioned the Kingdom as open to the world and a primary destination for tourists and investors.
The Director General of Institutional Communication at the Ministry of Tourism, Majed Al-Hamdan, stated:
“This campaign is not just about announcing numbers.”
“It aims to tell stories about our culture and heritage and show that we are ready to welcome the world. With millions of tourists visiting, this award is a testament to our growth and remarkable progress in the tourism sector and our emergence as a key player on the global stage.”
He pointed out that the support of the Minister of Tourism, Ahmed Al-Khateeb, significantly impacted the preparation and implementation of a comprehensive communication campaign that highlighted Saudi capabilities in mobilizing major local, regional, and international media to convey that the Kingdom welcomes tourists from all over the world.
The media campaign achieved great success in terms of viewership rates, with a total reach of nearly 80 million across various social media platforms, in addition to high views and interactions and widespread circulation in international media. It also succeeded in highlighting the economic and social returns achieved from tourism, such as creating job opportunities, cultural exchange, and economic diversification, reflecting the success of Vision 2030 in diversifying the Kingdom’s economy and enhancing its global position.
The Sharjah Government Communication Award recognizes innovative and impactful communication strategies that promote transparency, trust, and positive societal outcomes. The Ministry of Tourism’s recognition in this global category affirms its commitment to proving that Saudi Arabia is a must-visit tourist destination.
