Kingdom of Saudi Arabia

The KSA is in the top 5 countries from where the most tourists arrive in Azerbaijan. The latest statistics show that the number of tourist arrivals from the KSA to Azerbaijan has grown. The KSA is one of the target markets for the tourism sector in Azerbaijan whose importance is currently growing, as witnessed by the rise in the number of guests, overnight stays and expenditures.

Significance Azerbaijan

Travellers from the KSA to Azerbaijan have sharply increased from 2018 to 2019 (by 46.7%). Among the main reasons for the increasing number of arrivals from the KSA are the climate, similar culture, being Muslim-friendly, the traditions and hospitality of Azerbaijan, and of course the frequency of direct flights. Another reason for the sharp increase has been the simplified visa regime for KSA citizens. The highest rate of KSA tourists is during July and August. KSA travellers can directly fly from Riyadh with flynas, and from Jeddah with AZAL.

Holiday dates 2022

04.05 End of Ramadan

09.07-12.07 Eid Al Adha 

29.07-30.07 Islamic New Year

07.10-08.10 The Prophet's Birthday

23.09 National Day

Main holiday periods

02.06-31.08 Summer holidays

27.12-05.01 Winter holidays

14.05-17.06 Ramadan holidays

The KSA guest

KSA tourists are some of the highest spending travellers in the world. A large percentage of travellers from KSA travel abroad with their family (6 to 10 people, including maids). Tourists’ length of stay is comparatively long, as they spend about 13 nights on long holiday trips abroad.

Information sources: The internet, friends’ recommendations, videos, magazines, TV programmes, social networks.

High online usage: YouTube, Facebook and Instagram are the largest social media platforms in the KSA. Saudi Arabia is Youtube’s largest market globally in per capita consumption. Those between the ages of 15 and 24 in the KSA spend on average 72 minutes per day watching videos online. 94% of internet users in the KSA believe that social media influencer marketing plays a major role in the success of their brands

Travel decision-making: Last minute booking is very popular among travellers in the GCC, with more than two in five customers purchasing their flight tickets less than a week prior to departure. In Saudi Arabia, the zero-day rush is more pronounced, with 65% of online reservations taking place within two weeks of the travel date.

Means of transport: KSA tourists mostly travel by plane.

Main holiday interests: City holidays, family/children’s resorts, shopping, nightlife, nature and eco-tourism, wellness and medical treatment, sports events.

Activities: Sightseeing, going to restaurants and clubs, shopping.

Preferences for destination choice: Visa-free regime, safety, being Muslim-friendly, the hospitality, gastronomy, excellent range of 4-5 stars hotels and places to go with children.

Most visited places: Baku, Gabala, Sheki, Guba.

Marketing Strategy 2022-2023

The marketing strategy for the Kingdom of Saudi Arabia will focus on regional cities beyond Baku and on developing products that focus on attractions not available in the KSA such as nightlife, outdoor activities, nature and history. It will include partnerships with key market players, marketing campaigns targeted at selected segments, online and printed media coverage, organising familiarisation trips, participation in international tourism fairs and road shows in the Kingdom of Saudi Arabia.

Main strategic approach:

• Increase awareness about regional cities in Azerbaijan as attractive tourist destinations.
• Promote wellness products and nature/eco through various marketing activities.
• Promote ancient and modern Silk Road tours through various marketing campaigns and activities.

Product / Market / Combinations

The average KSA traveller is between 31 and 40 years old. Until their late 20s, they tend to travel as couples or groups of friends (14.8% travel mostly with friends). 68% are married with children. 27% of households have 4 people and 33% have 5 or more. The average duration of travel is between 10 and 13 days. Short-stay travel is on average 3-4 nights. Those who travel with family (kids and maids) usually stay longer and choose to explore nature and the city. Young people and young couples want nature, culture and nightlife attractions. The preference group and university students seek a change from their usual surroundings. Honeymooners consider multi-destination trips and usually seek leisure, nature and lifestyle products and attractions.

Contacts:

Azerbaijan has very good relations with the Kingdom of Saudi Arabia. There is an Azerbaijan Embassy in Riyadh.

For collaboration opportunities on the KSA market please contact the Azerbaijan Tourism Board:

Ms. Leyla Mahmudova

Regional Manager for the Middle East

[email protected]