the Ministry of Tourism a national campaign titled “Our Guests Come First” to reinforce hospitality facilities" commitment to licensing and classification standards and ensure their compliance with regulations and requirements.
The first phase of the campaign began in early September with a series of media and awareness-raising activities involving all stakeholders in the tourism ecosystem and businesses operating in the sector, with the aim of improving the quality of services provided to tourists and visitors—both international and local—across the Kingdom.
The campaign reflects the Ministry’s Tourism to advance the sector in all its aspects and ensure a comprehensive tourism experience—starting with improving hospitality services and ensuring their quality through direct communication with relevant parties, to the activation of the Ministry’s field teams and their visits to licensed tourism hospitality facilities—which numbered 3,798 as of the end of August 2024— emphasizing the importance of hospitality facilities” compliance with the standards, licensing requirements, and classification criteria for tourism hospitality facilities.
His Excellency the Minister of Tourism, Mr. Ahmed bin Aqil Al-Khatib, explained that the campaign “Our Guests Are Our Priority” was launched as a call to all stakeholders in the tourism sector to cooperate with the Ministry in ensuring compliance, as this is a shared national responsibility that directly contributes to achieving the National Vision and strengthening the Kingdom’s position as a global tourism destination.
He said: “The campaign’s slogan reflects the values of hospitality and warm welcome that are deeply rooted in our culture and identity, which we emphasize by ensuring that facilities comply with all tourism standards, and by encouraging them to give absolute priority to the comfort and safety of guests and to enrich their experiences. Therefore, through this campaign, we are working to clarify the importance of compliance and its impact at the national level, while emphasizing tourists’ rights and enriching their experience, explaining licensing and classification procedures, and highlighting the legal consequences of non-compliance.”
With the number of domestic and international tourists exceeding 109 million last year, this campaign is part of the Ministry of Tourism’s ongoing efforts to develop all aspects of the sector and improve guest experiences, The Ministry also assures all users of hospitality services that it is ready to answer any inquiries and to receive feedback on the services provided to them by contacting the Unified Tourism Center at 930 or through the Ministry’s official social media channels.
