Atout France, France’s tourism development agency, and Expo 2030 Riyadh have signed a memorandum of understanding in Paris designed to structure their collaboration ahead of the World Expo, which will be held in the Saudi capital from 1 October 2030 to 31 March 2031. The agreement, signed by Talal Al-Marri, CEO of Expo 2030 Riyadh, and Adam Oubuih, Director General of Atout France, formalises a technical exchange framework covering planning, visitor experience and the event’s sustainable legacy.
A framework for technical and strategic cooperation
The memorandum lays the foundations for a long-term partnership between the two organisations. It provides for close collaboration on areas linked to the planning and delivery of the Expo, with the aim of optimising operations and enhancing the experience of the millions of visitors expected. Discussions will also focus on the legacy of the World Expo beyond its closure, scheduled for 31 March 2031.
The agreement aims to bring together public- and private-sector players to strengthen cooperation around the project, with particular attention paid to sustainable tourism and environmental preservation. It also opens new avenues for closer ties between France and Saudi Arabia, through cultural exchange and shared innovation. This momentum forms part of a broader trend of strengthening links between the two tourism ecosystems, as the Kingdom continues to expand partnerships with international operators as part of its Vision 2030.
French expertise mobilised on visitor journeys
The cooperation will focus in particular on improving the visitor experience, drawing on Atout France’s expertise in crowd management, security and accessibility. Talal Al-Marri welcomed a partnership built on recognised expertise: “Thanks to its recognised expertise in tourism development, destination promotion and the design of quality tourism experiences, Atout France is a valuable partner in preparing to welcome visitors from around the world to Riyadh in 2030,” he said, adding that the agreement will enable the two parties to share their knowledge of sustainable tourism.
Adam Oubuih, for his part, highlighted the technical scope of the collaboration: “This collaboration allows Atout France to put its tourism expertise and institutional network at the service of Expo 2030 Riyadh. Building on our experience in destination development and supporting major international events, we are pleased to be able to offer our expertise and technical support.”
He also spoke of the desire to foster the sharing of expertise between the French and Saudi tourism ecosystems.
An extraordinary World Expo in preparation
The agreement comes as preparations for Expo 2030 Riyadh gather pace. Organised under the theme “Imagine Tomorrow,” the World Expo will span a 6-million-square-metre site divided into five distinct districts. It is expected to welcome 197 countries and 29 international organisations, with a total of 42 million visits anticipated over six months, which would make it one of the largest World Expos ever held.
The site will feature immersive cultural spaces, daily activations and AI-enhanced interactions, combining traditional Saudi hospitality with cutting-edge technology. At the end of the six-month run, the site will be transformed into a permanent global village, conceived as a lasting legacy for Riyadh and the Kingdom. This scaling-up adds to an already substantial Saudi hotel development pipeline, driven in part by the growing presence of international groups such as Hilton in the country.
Implications for the hotel industry
For operators, investors and developers active in the region, this agreement confirms the growth trajectory of the Saudi hotel market towards 2030, underpinned by a calendar of major international events. The involvement of a French public agency renowned for its tourism engineering and major-event management sends a further signal to players assessing their positioning in the Kingdom’s market, whose momentum has already been documented in several sector analyses.
🔗 Read more on LTH Outlook | Saudi Arabia, a future global tourism giant?
Atout France, an international network supporting the partnership
Founded in 2009, Atout France brings together 1,200 public- and private-sector tourism players, with teams based in France and in 26 countries worldwide. The agency is pursuing a roadmap aimed at accelerating the transformation of French tourism towards more qualitative, sustainable, innovative and inclusive models. This network is one of the levers on which cooperation with Expo 2030 Riyadh will draw in the years leading up to the event’s opening.
At a glance by The Hospitality Tribune
Deal – Atout France and Expo 2030 Riyadh sign a Memorandum of Understanding in Paris, dated 26 August 2026
Signatories – Talal Al-Marri, CEO of Expo 2030 Riyadh, and Adam Oubuih, Director General of Atout France
Scope – Cooperation on Expo planning, visitor experience, crowd management, security, accessibility and sustainable tourism legacy
Event – Expo 2030 Riyadh runs 1 October 2030 to 31 March 2031, on a 6 million sqm site across 5 districts
Scale – 197 countries, 29 international organisations, 42 million visits expected
Network – Atout France counts 1,200 public and private partners and teams in 26 countries
