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Saudi Tourism Authority (STA) has strengthened its engagement with the Indian travel trade through a three-city roadshow held between 15 and 19 September across Hyderabad, Ahmedabad, and Delhi. The initiative reflects STA’s growing focus on India as a priority source market and highlighted Saudi’s expanding tourism portfolio across leisure, MICE, group travel, and destination weddings.
The roadshow brought together 15 Saudi suppliers, including DMCs, DMOs, and airlines, who connected with more than 500 leading Indian travel buyers. These sessions created opportunities to share product updates, exchange insights, and explore collaborations. Showcasing Saudi’s diverse offerings, the programme highlighted UNESCO heritage sites, cultural attractions, natural landscapes, and a line-up of global events.
STA also introduced Winter Season products at the roadshow, unveiling new leisure and group packages tailored to Indian demand. These highlighted Saudi’s appeal in luxury travel, with immersive experiences such as private desert retreats, Red Sea resorts, and curated cultural itineraries. Participants noted rising interest in MICE and wedding travel, reflecting India’s strong demand for premium and authentic destinations.
The roadshow also amplified STA’s international campaign, “I Came for Football, I Stayed for More,” featuring Cristiano Ronaldo. The campaign underscores Saudi’s evolving identity as a destination that blends world-class sports with entertainment, cultural and lifestyle experiences.
Alhasan Aldabbagh, President of APAC Markets at Saudi Tourism Authority, said: “The India roadshow is a key part of STA’s strategy to unlock India’s potential as an important source market. With rising prosperity, a young affluent population, improved air connectivity, and close proximity, India offers strong growth opportunities for Saudi. We will continue to work closely with our trade partners through initiatives such as roadshows, travel fairs, and marketing campaigns to unlock new opportunities.”
Among the roadshow highlights were Six Flags Qiddiya City, set to debut with record-breaking thrill rides, and Aquarabia Water Theme Park. The MDLBEAST Soundstorm festival near Riyadh, along with KAEC’s growing role as a Red Sea hub for business and leisure, were also spotlighted. Interactive activities, including a gamified competition on itinerary design, further engaged trade audiences across all three cities.
The successful roadshow reflects Saudi’s ambition to build deeper trade relationships in India, positioning the destination as a compelling option across leisure, MICE, weddings, and group travel segments, while sustaining momentum from its ongoing global campaigns.
- Published On Sep 26, 2025 at 10:00 AM IST
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