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Startup Wrap – MENA startup ecosystem flourishes as year comes to an end

Startup Wrap – MENA startup ecosystem flourishes as year comes to an end
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Updated 24 December 2024

Startup Wrap – MENA startup ecosystem flourishes as year comes to an end

Startup Wrap – MENA startup ecosystem flourishes as year comes to an end

RIYADH: Startups across the Middle East and North Africa region are gaining momentum, with funding rounds and expansions fueling innovation.

From artificial intelligence to fintech, health tech to media, these developments highlight the region’s growing ecosystem and investor confidence.

Aiming to boost the regional space, Saudi Venture Capital Co. has announced its investment in the $150-million Middle East Venture Fund IV, managed by Middle East Venture Partners. The fund targets technology startups with high growth potential across ֱ.

It aims to support startups from the seed stage through series A, series B, and eventual initial public offerings or exits, fostering the creation of regional tech champions. It also seeks to contribute to ֱ’s economic transformation by backing startups that impact key sectors.

“Our investment in the Middle East Venture Fund IV by MEVP supports SVC’s strategy of backing funds that invest in early-stage startups based in ֱ, aiming to foster their growth into later stages,” said Nabeel Koshak, CEO and board member at SVC.

Furthermore, SVC announced an investment for an undisclosed amount in Raed III LP, an early-stage venture capital fund managed by Raed Ventures.

The fund will target tech-enabled startups across ֱ and the wider region, primarily focusing on seed and series A stages, emphasizing fintech, enterprise software, and business-to-business Software-as-a-Services sector, predominantly in ֱ and UAE markets.

Risk intelligence platform Bureau closes $30m funding round to expand to ֱ

US-based risk intelligence and fraud detection startup Bureau completed a $30 million series B funding round to fuel its plans to expand in the Saudi market.

The round was led by Sorenson Capital with participation from PayPal Ventures and continued support from Commerce Ventures, GMO Venture Partners, Village Global, Quona Capital, and XYZ Ventures.

Bureau is a no-code identity decisioning platform that empowers businesses to prevent fraud, ensure compliance, and enhance user experiences.

The funding will accelerate Bureau’s product expansion into new use-cases, and geographical expansion to several new markets worldwide, including ֱ, to meet a significant surge in global demand.

OmniOps secures $8m to expand AI infrastructure solutions

Saudi-based OmniOps, an AI infrastructure technology provider, has raised $8 million in funding from GMS Capital Ventures.

The company, founded this year by Mohammed Al-Tassan, specializes in cloud and high-performance computing solutions for businesses of all sizes.

The investment will allow OmniOps to enhance research and development, scale operations, and advance AI infrastructure capabilities across ֱ. The company aims to deliver scalable, efficient solutions to meet the growing needs of regional industries.

This funding positions OmniOps to play a key role in ֱ’s digital transformation efforts, contributing to the development of advanced technological ecosystems.

Halo AI launches to connect brands with influencers

ֱ-based Halo AI has launched its services. Founded this year by Vito Strokov, Rami Saad, and Alex Gadalin, the AI-powered networking platform connects brands with nano- and micro-influencers who excel in specific niches.

The platform uses AI to streamline influencer marketing, offering brands access to highly targeted audiences with authentic engagement. Halo AI aims to support regional businesses in amplifying their reach through innovative marketing strategies.

Following its launch, Halo AI plans to expand its operations to the UAE and Kuwait, further solidifying its presence in the Gulf Cooperation Council market.

CredibleX raises $55m in seed round to support SMEs

UAE-based fintech startup CredibleX has secured $55 million in seed funding, comprising equity and debt.

Investors include Further Ventures for equity and debt providers such as Kilgour Williams Capital and Berkley Square Finance.

Founded in 2023 by Ahmad Malik, Anand Nagaraj, and Hassan Reda, CredibleX provides tailored financial solutions to support small and medium-sized enterprises in their daily operations. The startup aims to address the unique financial needs of SMEs in the region.

The new funds will accelerate CredibleX’s growth, expand its services, and strengthen its position as a leading fintech solution for SMEs in the Middle East.

Revibe secures $7 million Series A for refurbished electronics

UAE-based refurbished electronics marketplace Revibe has closed a $7 million series A funding round co-led by ISAI and Resonance, with participation from Kima Ventures and Edouard Mendy.

Founded in 2022 by Abdessamad Benzakour and Hamza Iraqui, Revibe specializes in providing high-quality, refurbished electronics through its B2C marketplace.

The startup has gained traction in emerging markets with its focus on affordability and sustainability and presence in ֱ, UAE, Kuwait, and South Africa.

The funds will be used to expand Revibe’s operations, enhance customer care, and invest in quality assurance as it continues to grow its market presence.

Klickl raises $25m series A to expand Web3 banking

UAE-based Web3 banking startup Klickl has raised $25 million in a Series A round led by Web3Port Foundation and Aptos Labs, with participation from Summer Ventures and others. The round values the company at $125 million.

Founded in 2017 by Michael Zhao, Klickl offers a Web3 open finance platform, enabling digital payments, banking, and crypto trading.

Its solutions are designed to facilitate seamless entry into the Web3 ecosystem for users and businesses alike.

The funding will allow Klickl to expand its Web3 banking services in MENA and emerging markets.

Quantix secures $500m asset-backed financing for lending

UAE-based fintech Quantix Technology Projects LLC, a subsidiary of Astra Tech, has raised $500 million in asset-backed securitization financing from Citi. Quantix will use the funding to support its CashNow consumer lending platform.

Founded in 2019, Astra Tech’s Ultra app integrates payments, cross-border transfers, and financing solutions, serving over 150 million users globally. Astra Tech aims to create a super app with capabilities such as digital payments and messaging.

This financing builds on Astra Tech’s previous funding success, including $490 million raised in 2022, enabling the acquisition of fintech PayBy and voice-calling app Botim.

BioSapien raises $5.5m to advance healthtech innovation

UAE-based healthtech BioSapien has raised $5.5 million in a pre-Series A funding round led by Global Ventures with participation from Dara Holdings. The funds will support clinical trials and product development.

Founded in 2018 by Khatija Ali, BioSapien offers MediChip, a 3D-printed drug delivery platform. The technology is attachable to tissues for localized treatment.

The new capital will enable patient enrollment for clinical trials in Abu Dhabi by the second quarter of 2025 and further investment in manufacturing capabilities and talent acquisition.

InvoiceQ raises $1.2 million pre-Series A to expand in GCC

Jordan-headquartered SaaS provider InvoiceQ has secured $1.2 million in pre-Series A funding from investors including Oasis 500, Orange VC, and Flat6Labs.

The company provides e-invoicing solutions and operates in Jordan and ֱ.

Co-founded in 2020 by Muhannad Tobal and others, InvoiceQ aims to streamline billing processes for enterprises while improving compliance with local regulations. The startup has been expanding its reach across the region.

The new funds will support geographic expansion into Oman, Egypt, and the UAE, as well as further development of its technology platform.

Anghami secures $55m with OSN Group taking majority stake

Lebanon-born music streaming app Anghami has raised $55 million, with $12 million coming as part of a convertible note program from OSN Group. OSN+ now holds a 55.45 percent majority stake in Anghami.

Founded in 2011 by Eddy Maroun and Elie Habib, Anghami merged with OSN+ earlier this year to create a larger media conglomerate. The company plans to use the funds to expand its content library.

The investment follows MBC Group’s acquisition of a 13.7 percent stake in Anghami earlier this year, as the streaming platform continues to strengthen its position in the media industry.

Unipal expands user base with pre-series A funding

Bahrain-born education tech startup Unipal has raised a pre-Series A investment round from Falak Angels Syndicate members.

The platform offers university students exclusive discounts on products and services.

Founded in 2020 by Ali Al-Alawi and Ali Al-Shaer, Unipal claims 160,000 users in Riyadh and 250 brand partnerships after just eight months of operation in the Saudi capital. The platform also boasts 60,000 users in Bahrain.

This investment follows a $500,000 round raised in July 2023, as Unipal continues its rapid regional growth and expansion.

ZSystems raises $1.5m to modernize traditional trade

Morocco-based marketplace ZSystems has secured $1.5 million in seed funding, led by MNF Ventures, Witamax, Cash Plus Ventures, and Kalys Ventures.

The platform empowers retailers by connecting them directly with consumers.

Founded in 2022 by Meriem Benabad and others, ZSystems focuses on revitalizing traditional trade, which accounts for 85 percent of the fast-moving consumer goods market. The company aims to drive competitiveness in underserved markets.

The funds will support ZSystems’ technology development, product expansion, and preparations for its next growth phase.

Oman Investment Authority invests in Elon Musk’s AI venture xAI

The Oman Investment Authority has acquired an undisclosed stake in xAI, Elon Musk’s artificial intelligence startup. This investment aligns with OIA’s strategy to diversify its international portfolio and support emerging technologies.

Founded in July 2023, xAI focuses on generative AI solutions, competing with leading players like OpenAI.

Earlier this month, xAI raised $6 billion in a series B round, attracting investments from Qatar Investment Authority, Kingdom Holding, and global firms like Andreessen Horowitz, bringing its valuation to $50 billion.

OIA’s latest investment in xAI complements its existing stake in SpaceX, Musk’s aerospace company.

This move reinforces the Gulf’s growing interest in cutting-edge technologies and the AI sector.

Iraq Venture Partners receives $2.7m for Iraqi entrepreneurs

Iraq Venture Partners has received $2.7 million from the Netherlands for the Orange Corners Innovation Fund. The funding will support the second phase of the initiative.

OCIF provides Iraqi entrepreneurs with technical expertise, financial backing, and access to extensive networks.


Abu Dhabi index gains on oil surge, Dubai falls on profit-taking

Abu Dhabi index gains on oil surge, Dubai falls on profit-taking
Updated 18 July 2025

Abu Dhabi index gains on oil surge, Dubai falls on profit-taking

Abu Dhabi index gains on oil surge, Dubai falls on profit-taking

BENGALURU: Abu Dhabi index closed higher on Friday, supported by an increase in oil prices after the EU introduced new sanctions against Russia, while the Dubai index declined after investors moved to book profit on last five sessions’ gains.

Abu Dhabi’s benchmark index recorded gains for the fourth session with the index finishing 0.2 percent higher, led by a 1.7 percent jump in Emirates Telecom Group, while its biggest lender First Abu Dhabi Bank added 0.5 percent.

Dubai’s main index meanwhile fell 0.2 percent, ending a five-day winning streak after reaching its highest level in 17 and a half years during the previous session.

Losses were driven by a decline in financial sector stocks as Dubai’s top lender Emirates NBD Bank dropped 2.4 percent after three consecutive session gains, while Commercial Bank of Dubai slumped 3.6 percent.

However, budget airline Air Arabia rose by 0.8 percent, continuing its upward trend after Air Arabia Abu Dhabi announced plans to increase its operational capacity by 40 percent in 2025.

The Dubai index saw profit-taking on Friday, but its sustained rally last week has pushed the index to a key resistance level. Next week’s corporate earnings may provide the catalyst needed to break through this barrier, said Ahmed Negm, head of market research MENA at XS.com.

Dubai’s index went up 4.1 percent and Abu Dhabi’s rose 2 percent in their fourth week of gains, according to LSEG data.

Markets remain steady, supported by positive corporate earnings and stable oil prices, though global developments continue to have an impact on investor confidence, said Negm. 


Global Markets — shares rise as US consumer holds up, yen weak ahead of Japan vote

Global Markets — shares rise as US consumer holds up, yen weak ahead of Japan vote
Updated 18 July 2025

Global Markets — shares rise as US consumer holds up, yen weak ahead of Japan vote

Global Markets — shares rise as US consumer holds up, yen weak ahead of Japan vote

LONDON/SYDNEY: Global shares edged higher on Friday as robust US economic data and corporate earnings this week tempered tariff concerns for now, while the yen headed toward a second successive weekly loss ahead of a crunch legislative election in Japan on Sunday.

Stronger-than-expected US retail sales and jobless claims suggesting modest improvement in economic activity helped to push the S&P 500 and the Nasdaq to close at record highs on Thursday.

Asian and European shares followed suit with gains on Friday, with Asian shares outside Japan up 0.9 percent, while European stocks were last up 0.4 percent. Wall Street futures were also up around 0.1 percent.

A solid start to earnings season in the US — with companies including streaming giant Netflix beating forecasts — was also supporting investor confidence, said Eren Osman, managing director of wealth management at Arbuthnot Latham.

“We’re pretty constructive on the (US) macro backdrop ... We do see some scope for slowing growth, but not for anything material and that’s giving the markets quite a nice bounce,” Osman said, adding the potential full impact of US tariffs was still in focus.

Alphabet and Tesla are among the companies reporting half-year results next week, which will further test the market mood.

The dollar was broadly flat against the yen at 148.65 but was down nearly 1 percent this week after polls showed Prime Minister Shigeru Ishiba’s coalition was in danger of losing its majority in the upper house election on Sunday.

Data on Friday showed Japan’s core inflation slowed in June due to temporary cuts in utility bills but stayed above the central bank’s 2 percent target. The rising cost of living, including the soaring price of rice, is among the reasons for Ishiba’s declining popularity.

“If PM Ishiba decides to resign on an election loss, USDJPY could easily break above 149.7 as it would usher in an initial period of political turbulence,” said Jayati Bharadwaj, head of FX strategy at TD Securities, adding: “JPY could reverse the recent dramatic weakness if the ruling coalition wins and is able to make swift progress on a trade deal with Trump.”

In currency markets, the US dollar index slipped 0.1 percent to 98.365, but was heading for a second successive weekly gain, bouncing from a 3-1/2 year low hit over two weeks ago.

Fed Governor Christopher Waller said on Thursday he continues to believe the central bank should cut interest rates at the end of this month, though most officials who have spoken publicly have signalled no desire to move.

Treasury yields were slightly lower. Benchmark 10-year US Treasury yields dropped 2 basis points to 4.44 percent, two-year yields also edged 2 bps lower to 3.90 percent.


Saudi bank loans hit $845bn as corporate lending booms

Saudi bank loans hit $845bn as corporate lending booms
Updated 18 July 2025

Saudi bank loans hit $845bn as corporate lending booms

Saudi bank loans hit $845bn as corporate lending booms

RIYADH: Saudi banks’ total outstanding loans reached SR3.17 trillion ($844.7 billion) at the end of May, an annual increase of 16.28 percent, according to the latest official data.

Figures released by the Saudi Central Bank, also known as SAMA, show that this marks one of the fastest annual credit expansions in recent years, underscoring strong economic momentum in the Kingdom.

The SAMA data revealed that business loans now comprise 55.35 percent of all bank credit, up from 52.87 percent a year ago.

Corporate lending surged 21.73 percent year on year to SR1.75 trillion, far outpacing personal lending, which rose around 10 percent to SR1.41 trillion.

This shift highlights how companies have become the dominant force in ֱ’s lending landscape, as banks pivot from consumer finance to funding large projects and enterprises.

The Kingdom’s credit boom stands out within the region. Across the Gulf Cooperation Council countries, most banking sectors are expanding on the back of post-pandemic economic growth and government spending, but Saudi banks are leading the pack in loan growth.

A Kamco Invest report published in May found the Kingdom posted the region’s highest year-on-year loan growth in the first quarter of 2025, outpacing other Gulf markets.

This growth was broad-based across sectors — including construction, real estate, education, and transport — whereas some neighboring countries saw more subdued or narrowly focused increases.

The UAE, the region’s second-largest banking market, is also seeing solid credit expansion supported by its own infrastructure and economic reforms.

Gulf banks in general benefit from strong capitalization and government backing, which has kept credit flowing. The International Monetary Fund projects GCC economies to grow around 3.5 percent in 2025, with ֱ, the UAE, and Qatar driving non-oil growth.

This trend aligns with the Kingdom’s Vision 2030 diversification plan, which emphasizes infrastructure, industry, and non-oil sectors. It also indicates that after a decade of mortgage-fueled expansion, banks are rebalancing portfolios toward commercial lending in response to market demand and government priorities.

This “structural hand-off” means business lending is now the engine of Saudi banking — a significant change after years when consumer mortgages dominated credit creation.

Real estate dominates; education and transport soar

Within corporate lending, real estate developers remain the single largest borrower group according to SAMA data. Real estate activities accounted for 21.35 percent of outstanding corporate credit, totaling approximately SR374 billion in May.

This segment grew by a remarkable 37.7 percent annually, reflecting heightened demand for housing, commercial infrastructure, and mega-project development across the Kingdom.

ֱ’s ambitious construction boom — from new housing in major cities to giga-projects like NEOM, the Red Sea tourism resorts, and large mixed-use developments — has driven banks to significantly increase financing for land purchases, building, and property development.

According to a March report by real estate consultancy JLL, ֱ’s real estate sector is set for sustained growth, driven by Vision 2030 diversification goals and robust non-oil economic expansion.

The construction sector recorded $29.5 billion in project awards in 2024, while the property market is forecast by the Real Estate General Authority to reach $101.6 billion by 2029, growing at a compound annual rate of 8 percent. 

Grade-A office demand in Riyadh surged, with vacancy falling to just 0.2 percent by the end of 2024 and average rents reaching $609 per sq. meter.

JLL noted that 326,000 sq. meters of leasable space was delivered in 2024, with an additional 888,600 sq. meters in the pipeline for 2025. The firm added that Jeddah is emerging as a competitive alternative, attracting regional and international firms, while rising office and logistics rents in both Riyadh and Jeddah indicate strong commercial demand.

The report also highlighted real estate tailwinds from upcoming mega-events like the 2030 FIFA World Cup and Expo 2030, which are expected to inject significant capital and further boost infrastructure development across the Kingdom.

Other major sectors in banks’ corporate portfolios include wholesale and retail trade, around 12.2 percent of corporate credit, utilities like electricity, water and gas of 11 percent, and manufacturing at 11 percent.

Each of these recorded healthy double-digit growth, supported by increased public and private investment and industrial reforms.

This includes lending to the utilities sector growing to SR196 billion, as ֱ expands power grids, renewable energy projects, and water infrastructure to meet rising demand.

Manufacturing loans — about SR191 billion — reflect ongoing expansion in petrochemicals, metals, and consumer goods production under diversification initiatives.

Crucially, some of the fastest growth rates were seen in smaller, emerging segments, highlighting shifting priorities. 

Education sector credit, though making up only 0.55 percent of corporate loans, jumped by over 48 percent year on year to around SR9.58 billion.

This was the highest growth of any sector, fueled by a national drive to expand and modernize educational institutions. ֱ is encouraging more private investment in schools, universities, and training centers as part of Vision 2030’s human capital development goals.

Transport and logistics is another booming area. Loans for transportation and storage climbed 43 percent year on year, reaching SR68 billion.

This reflects ֱ’s push to become a global logistics hub, building new ports, airports, railways, and warehouses. Huge projects such as the expansion of Riyadh’s King Salman International Airport and the launch of a new national airline, as well as improvements in roads and shipping infrastructure, require significant funding.

The government’s National Transport and Logistics Strategy envisions $150 billion of investments in transport infrastructure by 2030, with 80 percent of these coming from the private sector via public-private partnerships and privatizations in airports and roadways.

Banks are playing a key role by lending to contractors and logistics firms involved in these ventures. The result is that transport and logistics finance has seen one of the sharpest upticks across all industries, second only to education in growth rate.

Going forward, Saudi lenders are expected to maintain a delicate balance, financing aggressive growth in the corporate sector while guarding against liquidity and risk pressures.


Oil Updates — prices rise after EU new sanctions on Russia

Oil Updates — prices rise after EU new sanctions on Russia
Updated 18 July 2025

Oil Updates — prices rise after EU new sanctions on Russia

Oil Updates — prices rise after EU new sanctions on Russia

LONDON: Crude oil futures rose on Friday while gasoil futures jumped to a 17-month high as investors weighed new EU sanctions against Russia.

Brent crude futures climbed 73 cents, or 1.05 percent, to $70.25 a barrel by 1:51 p.m. Saudi time. US West Texas Intermediate crude futures gained 83 cents, or 1.23 percent, to $68.37.

The premium on low-sulfur gasoil futures to Brent crude was up $3.50 at $27.27, the almost 15 percent increase lifting the spread to its highest since February 2024.

The EU reached an agreement on an 18th sanctions package against Russia over its war in Ukraine, which includes measures aimed at dealing further blows to Russia’s oil and energy industries.

Its latest sanctions package will lower the G7’s price cap for buying Russian crude oil to $47.6 a barrel, diplomats told Reuters.

The EU will also no longer import any petroleum products made from Russian crude, though the ban will not apply to imports from Norway, Britain, the US, Canada and Switzerland, EU diplomats said.

EU foreign policy chief Kaja Kallas also said on X that the EU has designated the largest Rosneft oil refinery in India as part of the measures.

Higher gasoil futures could be driven by an EU ban on fuel imports derived from Russian crude, UBS analyst Giovanni Staunovo said, as well as low inventories in northwest Europe.

The EU and UK have imported about 196,000 barrels per day of refined fuel from India so far this year, the majority of which was diesel, gasoil and jet fuel, according to data from analytics business Kpler.

Europe produces less diesel and jet fuel than it consumes, making it reliant on imports from other regions.

“This shows the market fears the loss of diesel supply into Europe, as India had been a source of barrels,” said Rystad Energy’s vice president of oil markets, Janiv Shah.

Investors were considering the potential impact of the price cap change and vessel designations on crude markets.

Investors are awaiting news from the US on possible further sanctions after President Donald Trump this week threatened sanctions on buyers of Russian exports unless Moscow agrees a peace deal in 50 days.

“Ultimately, it is now a matter of waiting for possible major changes in US sanctions and tariff policy,” Commerzbank analysts said in a note.

The US has not backed Europe on the latest sanctions package, leaving the EU with limited power to enforce the measures.

“We expect limited impact from the lower price cap and tanker sanctions; landed prices for diesel in Europe could increase somewhat due to larger logistics issues to get products into Europe, but we think enforcement challenges limit the impact on flows,” said BNP Paribas analyst Aldo Spanjer.

Prices could also have received support after Reuters reported that a restart of Iraq’s Kurdish oil exports is not imminent despite Iraq’s federal government saying on Thursday that shipments would resume immediately. 


Jordan tourism revenues climb 11.9% in H1 despite regional headwinds

Jordan tourism revenues climb 11.9% in H1 despite regional headwinds
Updated 17 July 2025

Jordan tourism revenues climb 11.9% in H1 despite regional headwinds

Jordan tourism revenues climb 11.9% in H1 despite regional headwinds
  • ֱ led the region with a 148% rise in international tourism revenue in 2024
  • Spending by Jordanians on outbound tourism rose 3.3% year on year

RIYADH: Jordan’s tourism revenues rose 11.9 percent year on year in the first half of 2025 to reach $3.67 billion, underscoring the sector’s resilience amid geopolitical tensions in the region. 

According to data from the Central Bank of Jordan, the growth came despite a slight setback in June, when monthly revenues fell 3.7 percent to $619.2 million, state-run Petra news agency reported. 

 Turki Faisal Al-RasheedDespite this, Jordan’s performance reflects a broader tourism surge across the Middle East, with a May release by the World Travel & Tourism Council showing the sector added $341.9 billion to gross domestic product and 7.3 million jobs in 2024, with projections of $367.3 billion and 7.7 million jobs in 2025. 

ֱ led the region with a 148 percent rise in international tourism revenue in 2024, according to its Ministry of Tourism, while Oman, the UAE, and Qatar continued to attract strong visitor flows through investment, connectivity, and major events. 

Citing the central bank data, Petra said: “Tourism revenues from Asian visitors surged by 42.9 percent during the first half of the year, while revenues from European tourists increased by 35.6 percent, Americans by 25.8 percent, Arabs by 11.5 percent, and other nationalities by 43.0 percent.”  

It added: “Conversely, revenues from Jordanian expatriates visiting the Kingdom registered a modest decline of 0.8 percent over the same period.” 

Spending by Jordanians on outbound tourism rose 3.3 percent year on year in the first half of 2025, reaching $999.7 million, despite a 22.7 percent decline in June alone, when spending fell to $195.6 million. 

This comes on the back of a strong start to 2025, with Jordan welcoming 1.51 million visitors in the first quarter — a 13 percent increase from the same period last year — while receipts rose 8.85 percent to 1.22 billion Jordanian dinars ( $1.72 billion), according to the Ministry of Tourism and Antiquities’ first-quarter report. 

The recovery was further supported by the return of air connectivity, which had nearly disappeared in 2024. New agreements with European carriers expanded the number of low-cost direct routes to 25 this year, including 20 to Amman for the summer and five to Aqaba in the winter. These routes are expected to bring in around 270,000 travelers, the report added. 

Looking ahead, the ministry said it is developing a new National Tourism Strategy for 2025–2028, building on the previous plan and aligning with the country’s Economic Modernization Vision. 

The updated roadmap aims to diversify source markets, including China, India, Russia, Africa, and Southeast Asia, and promote high-potential segments such as medical, wellness, faith-based, adventure, and meetings, incentives, conferences, and exhibitions, or MICE, tourism.