Visa, BSF, and AlUla Moments Forge Strategic Partnership to Elevate Lifestyle, Tourism, and Payment Experiences in Saudi Arabia
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Visa, a global leader in digital payments, Banque Saudi Fransi (BSF), one of the Kingdom’s leading financial institutions, and AlUla Moments, the events and festivals platform of the Royal Commission for AlUla (RCU), have announced a strategic collaboration to provide BSF Visa cardholders with exclusive access to high-end sports, wellness, music, adventure, dining, cultural, and lifestyle experiences in AlUla one of Saudi Arabia’s most iconic destinations.
The partnership is designed to unlock premium, curated experiences for BSF Visa cardholders, including priority access to concerts, wellness retreats, adventure activities, signature dining events, festivals, and seasonal experiences hosted under the AlUla Moments calendar.
This initiative demonstrates Visa’s deepening commitment to enriching customer experiences by going beyond payments and focusing on lifestyle, culture, and travel benefits. It also supports Saudi Arabia’s Vision 2030 goals by promoting innovation in payments, enhancing tourism infrastructure, and positioning the Kingdom as a global hub for heritage, entertainment, culture, and leisure.
The Royal Commission for AlUla emphasized that the collaboration aligns with its mission to forge strategic partnerships that enhance visitor experiences while connecting global brands with Saudi Arabia’s cultural, historic, and natural assets.
Key Partner Statements
Ali Bailoun, Regional General Manager for Saudi Arabia, Bahrain, and Oman at Visa, said:
“Saudi Arabia is rapidly expanding its entertainment, sports, wellness, and lifestyle sectors, and Visa is proud to support this momentum. By partnering with AlUla Moments and BSF, we are creating opportunities for people to enjoy unique experiences while offering secure, seamless payment solutions. We remain committed to supporting the Kingdom’s tourism ambitions and empowering local businesses that contribute to its vibrant visitor economy.”
Rami AlMoallim, Vice President of Destination Management and Marketing at the Royal Commission for AlUla, said:
“AlUla is one of the Kingdom’s most remarkable destinations for sports, adventure, music, wellness, and world-class events. Through AlUla Moments, we curate diverse programs that offer unforgettable experiences for every visitor. Partnerships with leading organizations like Visa and BSF enable us to broaden access to these offerings while supporting Saudi Arabia’s growing tourism landscape.”
Mashhor AlMasudi, Senior Vice President of Retail Banking, BSF, added:
“At BSF, we strive to deliver value that extends beyond banking and elevates our customers’ everyday experiences. AlUla stands as a global destination with an authentic Saudi spirit, blending heritage, culture, and nature. Through this collaboration with AlUla Moments and Visa, we provide our customers with meaningful, culturally rich experiences that reflect the standards of excellence we aim to deliver across every touchpoint.”
By combining Visa’s global technology and lifestyle benefits, AlUla’s world-class cultural and experiential offerings, and BSF’s trusted financial services, this partnership is set to enrich tourism experiences, empower consumers, and contribute to the Kingdom’s sustainable economic growth.
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