Saudi–Swiss Hospitality Forum showcases excellence in tourism education and collaboration
The Embassy of Switzerland in Saudi Arabia, in collaboration with the Saudi Ministry of Tourism, Switzerland Tourism, and Switzerland Global Enterprise, hosted a Saudi–Swiss Hospitality Forum recently at Bab Samhan Hotel in Diriyah, Riyadh. The event, the first of its kind in the context of bilateral relations, highlighted the strong partnership between Switzerland and Saudi Arabia in advancing excellence, innovation, and sustainability within the global hospitality sector.
The forum was inaugurated by Princess Sara bint Abdulaziz Al Saud, General Supervisor of the Deputyship of International Affairs at the Ministry of Tourism, who acknowledged Switzerland’s leadership in hospitality and tourism education. Princess Sara emphasized the importance of international collaboration and knowledge exchange, highlighting education as a cornerstone for developing local talent and aligning with the Kingdom’s Vision 2030.
Representatives from Swiss hospitality education institutions alongside key stakeholders from Saudi Arabia’s government, tourism, and investment sectors participated in this event. Serving as a platform for dialogue and collaboration, the event showcased Switzerland’s global leadership in hospitality education and Saudi Arabia’s ambitious transformation under Vision 2030. Discussions focused on advancing talent development and knowledge exchange to build a sustainable, world-class tourism and hospitality industry in the Kingdom.
In her inaugural remarks, Yasmine Chatila Zwahlen, Ambassador of Switzerland, said: “The Kingdom’s progress in transforming its tourism landscape is remarkable. Saudi Arabia’s Vision 2030, is a bold and visionary roadmap that positions the Kingdom among the world’s leading tourism destinations. This forum provides a platform to translate shared ideas into concrete partnerships that foster innovation and sustainable growth”
She encouraged participants to leverage the forum as a platform to form new partnerships and agreements that will translate shared ideas into tangible actions supporting sustainable growth in tourism and hospitality. “On the Arabian Peninsula, hospitality has ancient roots. Long before hotels and resorts, pilgrims on their way to the holy sites, trade caravans and travelers found generosity in the houses of Tribes or in Bedouin tents, where every guest was honored with protocol and dignity, not just fed,” said Ambassador Yasmine.
Referring to the progressively growing relations between the two countries, she said that “Saudi Arabia has captured this spirit with remarkable energy. Projects like Red Sea Global and Diriyah are setting new standards in design and cultural storytelling. Excellence today is measured not by luxury alone, but by purpose.” “For both our nations, hospitality is about creating belonging, cultural experience and human connection,” added the envoy.
Ambassador Yasmine pointed out that the Swiss hospitality education, through institutions such as EHL, César Ritz, SHL, Gokto Hospitality, Townhouse, Glion, Les Roches, BHMS, Culinary Arts Academy and HTMi, all present here today, are recognized worldwide for excellence. For Saudi students, these degrees open doors academically and professionally, creating a bridge between the two countries.
To this end, she noted the signing of a Memorandum of Understanding between Switzerland Tourism and the Saudi Tourism Authority during the visit of Federal Councilor Guy Parmelin to Saudi Arabia in 2024, which laid the foundation for deeper cooperation. She said that the growing partnership between our nations is driven by two forces. The first is the rapid expansion of Saudi Arabia’s tourism and hospitality sector under Vision 2030, creating outstanding opportunities for collaboration and investment.
The second is the increasing number of Saudi students attending Swiss hospitality schools. During the forum, leading Swiss institutions—including EHL, HTMi Switzerland, Sommet Education, Culinary Arts Academy Switzerland, and SHL Luzern—delivered short presentations on Swiss hospitality excellence, cultural heritage, and educational innovation. Panel sessions featuring representatives from Red Sea Global, King Saud University, Umm Al-Qura University, and Culinary Arts Academy Switzerland explored the future of hospitality talent development and the integration of culture into the guest experience.
Saudi Arabia and Switzerland have forged closer ties in several sectors. The two countries have strong bilateral relations characterized by growing economic and investment partnerships, supported by agreements on issues like trade, investment, tourism, and double taxation. Key areas of cooperation include mutual interest in economic diversification, with Switzerland supporting Saudi Arabia's Vision 2030 and providing expertise in sectors like hospitality, tourism education, and education. In turn, Saudi Arabia is Switzerland's second-largest trading partner in the Middle East.
