RIYADH: Saudi Arabia’s Ministry of Tourism, represented by the General Administration of Institutional Communication, won the Sharjah Government Communication Award 2024 for the best integrated communication system at the 13th International Government Communication Forum, the Saudi Press Agency reported.

The award recognises the ministry’s media campaign, which coincided with Saudi Arabia’s achievement of welcoming more than 100 million domestic and foreign tourists in 2023, as certified by the United Nations World Tourism Organization and the World Travel and Tourism Council.

The award in its 11th year had the most significant number of participants since its inception, with more than 3,800 Arab and international submissions from 44 countries, an increase of 230 percent compared with the previous year.

There were 1,129 files accepted and the shortlist featured 46 nominees.

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 campaign results position the Kingdom as being open to the world and a primary destination for tourists and investors.

Majed Al-Hamdan, director-general of institutional communication at the Ministry of Tourism, said: “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 Tourism Minister Ahmed Al-Khateeb significantly influenced the 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 with a total reach of nearly 80 million across 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 generated by tourism, such as creating jobs, cultural exchange and economic diversification as envisioned in Vision 2030.

SGCA recognizes innovative and effective communication strategies that promote transparency, trust and positive societal outcomes.