The Saudi Tourism Authority (STA) has reaffirmed its commitment to strengthening ties with Pakistan’s travel and business sectors through a four-day B2B roadshow held in Karachi and Islamabad, spotlighting Saudi Arabia’s rapidly growing MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism sector alongside its diverse leisure experiences.
The roadshow brought together leading Saudi hotels, destination management companies (DMCs), destination marketing organizations (DMOs), airlines, and transport providers with key Pakistani travel industry stakeholders. Through one-on-one meetings, matchmaking sessions, and MICE-focused networking, the event facilitated new avenues for cooperation and introduced Pakistan’s market to Saudi Arabia’s expanding tourism offerings.
Saudi Arabia is positioning itself as a premier global hub for MICE tourism, backed by cutting-edge convention centers, futuristic venues, and a robust ecosystem designed to host world-class conferences and exhibitions. Alongside its business tourism pitch, the STA showcased Saudi’s leisure destinations, ranging from the ancient heritage of AlUla, the bustling energy of Riyadh, and the vibrancy of Jeddah, to the natural landscapes of Abha, Taif, and AlBaha.
Major entertainment events like Riyadh Season and MDL Beast were highlighted, reflecting the Kingdom’s ability to merge business travel with cultural and lifestyle experiences. To drive immediate bookings, the STA introduced special promotions, including summer travel deals, early-bird discounts for winter AlUla tours, and tailored group travel packages.
Key Saudi participants included Taiba Investments, Saudi Silk Route, Via Konnect, 88 Destinations, Kurban Tours, King Abdullah Economic City (via Via Konnect), Qiddiya, Aroya Cruise (via JAS Travels), Saudia Airlines, FlyADeal, and the Haramain Train network, alongside the Kingdom’s expanding high-speed rail and metro systems aimed at boosting connectivity across major cities.
STA officials said the roadshow reflects Saudi Arabia’s long-term vision to integrate business, culture, and leisure travel, encouraging more Pakistanis to explore the Kingdom while creating opportunities for bilateral tourism growth.
