Saudi Tourism Authority Launches Travel Roadshow in Malaysia
Putrajaya, Malaysia – On Wednesday, the Saudi Tourism Authority (STA) inaugurated a travel roadshow in Malaysia aimed at inviting visitors to explore the Kingdom’s premier heritage sites alongside its vibrant sports and entertainment offerings. This initiative reflects the ongoing growth of the Saudi tourism sector under the Vision 2030 framework, which aims to position Saudi Arabia as a compelling year-round tourist destination, contributing significantly to the national economy with a targeted 10 percent share of the gross domestic product by 2030.
The roadshow, running through Sunday, is hosted at the IOI Mall in Putrajaya, the administrative heart of Malaysia. Within this exhibition space, over a dozen cubicles and booths are dedicated to showcasing various cultural and touristic attractions within Saudi Arabia. Alhasan Al-Dabbagh, the STA President for the Asia-Pacific markets, delivered a welcoming message during the launch, emphasizing the Kingdom’s eagerness to host Malaysian tourists. “We are here to send a message to all the Malaysian people … to welcome them to come to Saudi Arabia,” he stated.
Positioning Saudi Arabia as one of the fastest-growing travel destinations, Mr. Al-Dabbagh highlighted the convenient travel procedures for Malaysian citizens, including the option to apply for an electronic visa. “Malaysians can go online by themselves and obtain the e-visa within minutes,” he remarked.
The burgeoning interest from Southeast Asian tourists is noteworthy, with more than 1.5 million visitors from the region making their way to Saudi Arabia annually. This includes substantial numbers of Malaysians who travel to the Kingdom for the Hajj and Umrah pilgrimages. The exhibition greeted attendees with traditional Arabic hospitality, including dates and ‘gahwa’, the customary Arabic coffee, encouraging participants to learn more about Saudi heritage and the extensive array of sports and entertainment events available.
“Saudi Arabia has much to offer today. The Kingdom is rich in culture and heritage,” Mr. Al-Dabbagh added. He took the opportunity to promote upcoming events, including Riyadh Season—a comprehensive series of cultural, entertainment, and sporting events occurring throughout the winter months starting in October—and the hosting of the Formula One event scheduled for March 2025.
This Malaysian roadshow is part of a broader marketing strategy undertaken by the STA, which has previously conducted similar events in other Asian markets. Earlier this year, the STA launched its inaugural exhibition in Indonesia and signed a notable agreement for the development of a residential ecosystem specifically designed for Chinese tourists.
Throughout 2023, the STA has also placed significant emphasis on expanding its promotional activities in India, which is on track to emerge as the Kingdom’s leading source of tourism by 2030. As Saudi Arabia enhances its profile as a premier destination, initiatives such as the current roadshow play a pivotal role in attracting diverse audiences from around the world.
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