Saudia expands Almosafer partnership to deliver richer, AI-discoverable content. Arved von zur Muehlen, Chief Commercial Officer at Saudia, said, "As the way guests search for and book travel evolves, this integration enables our content to be easily discovered across digital and AI-enabled channels." Saudia, the national flag carrier of Saudi Arabia, has expanded its longstanding partnership with Almosafer Travel & Tourism Co., through the implementation of New Distribution Capability (NDC) connectivity, which advances the airline's digital distribution capabilities and enables richer, more personalised Saudia content to be discovered across Almosafer's booking channels and AI-powered tools. The agreement was signed during WTM Spotlight Riyadh 2026 by Arved von zur Muehlen, Chief Commercial Officer at Saudia, and Muzzammil Ahussain, CEO of Almosafer Travel & Tourism Co. The partnership builds on the longstanding relationship between the two companies and expands their existing integration. Saudia continues to advance its adoption of NDC as part of the modernisation of its distribution capabilities. One of the most significant shifts in airline retailing in recent years, NDC enables airlines to move beyond traditional distribution technology and provide travel sellers with richer and more personalised content, including tailored fares, bundled ancillary services and dynamic pricing not previously accessible through legacy systems. Saudia's NDC-enabled content will also be discoverable through Almosafer's AI-powered tools, including its AI-native filter, which helps guests navigate fares, bundles and ancillary options based on their preferences. Almosafer's integrations with AI assistants, including ChatGPT and Claude, also allow guests to search and compare flights, including Saudia services, through natural conversation. Together, these capabilities make it easier for guests to access Saudia's richer content and find the options best suited to their needs. Arved von zur Muehlen said, "Its expanded partnership with Almosafer marks another important step in advancing Saudia's distribution capabilities. Through NDC, Campaign Middle East can provide guests with greater choice and more personalized offers, while giving its travel partners richer access to Saudia's products and services. He added, "As the way guests search for and book travel continues to evolve, this integration enables Saudia's content to be more easily discovered across Almosafer's digital and AI-enabled channels." Muzzammil Ahussain said, "Saudia has long been one of its most valued partners, and this milestone reflects the depth of that relationship. As one of Saudia's largest travel partners, this integration enables Campaign Middle East to offer its customers richer, more personalized content and greater choice, while further strengthening the connection between the national carrier and travelers across the Kingdom. Ahussain added, "As Saudi Arabia's tourism sector continues to grow, we look forward to building on our partnership with Saudia and delivering an increasingly seamless travel experience for our customers." Saudia's continued expansion of NDC connectivity forms part of its wider digital transformation and the evolution of its distribution ecosystem. As airlines increasingly move from legacy distribution technology toward richer and more dynamic retailing, Saudia is expanding how its products and services are distributed and discovered, giving guests greater choice and more personalized options across the channels they use to plan and book their journeys. Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand's digital, print, events, directories, podcast and video verticals. As such he's a key stakeholder in the Campaign Global brand, the world's leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.

Almosafer Activities integrates with Saudi Partner Tourism Exchange Portal by Saudi Tourism Authority. API integration will enable distribution of activities, tours and experiences via B2B tourism growth platform. 5 hours ago 338 2 minutes read Riyadh - Asdaf News: Almosafer Activities, the first-ever tours and activities platform for the Saudi market and a joint venture between Saudi Arabia's leading travel company Almosafer Travel & Tourism Co. & Klook, Asia's leading travel and experiences platform, has announced a strategic partnership with the Saudi Tourism Authority (STA) to integrate Almosafer Activities' content with Saudi Tourism Authority's Saudi Partner Tourism Exchange Portal. The Tourism Exchange Portal by STA is a dedicated B2B platform that fuels business growth through seamless transactions in Saudi's vibrant tourism ecosystem. It enables local and regional product providers to sell their experiences, such as event tickets, tours, and accommodations, in real time across multiple global distribution channels. Through this integration, Almosafer Activities will supply its existing portfolio of experiences to the STA Tourism Exchange Portal, enabling the Exchange to distribute these products across its network of Global partners. These partners include both B2B and B2C channels, with Visit Saudi serving as one of the consumer-facing platforms. By making Almosafer Activities' inventory available through Saudi Partner Tourism Exchange Portal, this integration broadens the reach of tourism products to a wider audience, creates new distribution opportunities for experience providers, and supports the continued growth of Saudi Arabia's tourism ecosystem. The partnership builds on a close, ongoing collaboration between Almosafer and STA to grow the Kingdom's tourism ecosystem, including joint efforts to onboard and support small and medium-sized enterprises (SMEs) operating in Saudi Arabia's experience sector. The integration supports the objectives of Saudi Vision 2030 by strengthening the Kingdom's digital tourism infrastructure and enhancing the end-to-end visitor journey, as Saudi Arabia continues to scale toward its target of welcoming 150 million visitors annually by 2030. Abdulaziz Al Sultan, Digital Partnerships Executive Director at Saudi Tourism Authority, said: "Saudi Arabia's tourism ecosystem thrives when our partners work together to remove friction for the traveller. Integrating Almosafer Activities' marketplace into the Saudi Partner Tourism Exchange Portal provides tourism businesses with a wide range of activity content across Saudi Arabia, while Saudi SMEs in the experiences sector gain a direct channel to reach the world. This is exactly the kind of collaboration that will help us realise the ambitions of Vision 2030." Saria Alderhali, General Manager of Almosafer Activities said: "This integration reflects the strength of our long-standing collaboration with the Saudi Tourism Authority. By connecting Almosafer Activities directly to the Tourism Exchange Portal, we are not only making it easier for travellers to book unique experiences across the Kingdom, but also opening up new distribution opportunities for the SMEs and merchants who power our tourism sector. It's a meaningful step forward in our shared mission to grow inbound and domestic tourism in Saudi Arabia." Almosafer Activities, launched as a joint venture with Klook in 2023, is the first holistic B2B marketplace for tours, attractions and experiences in the Kingdom, supporting merchants - many of them SMEs - with content and inventory management, and access to distribution channels across Almosafer's ecosystem and beyond.