Saudi Arabia’s national tourism brand, “Saudi, Welcome to Arabia”, has reinforced its commitment to the Malaysian market through its recent B2B trade show. The event welcomed over 30 Saudi stakeholders alongside more than 150 local and regional trade partners, creating a dynamic platform for collaboration. Strong support came from Saudi Destination Marketing Organizations (DMOs), Online Travel Agencies (OTAs), airlines, and hotels, as well as Malaysia’s leading travel associations, including the Malaysian Association of Tour and Travel Agents (MATTA), Malaysian Chinese Tourism Association (MCTA), and the Association of Bumiputera Tourism Operators (BUMITRA). The trade show aimed to expand tourism offerings, introducing innovative Umrah+ packages, leisure destinations, and travel solutions designed for Malaysian travellers.

Highlighting the growing enthusiasm for Saudi among Malaysians, Alhasan Aldabbagh, President of APAC Markets at the Saudi Tourism Authority, revealed that as of June 2025, the number of Malaysian visitors had increased by 9% compared to the previous year. Saudi is on track to surpass 300,000 Malaysian visitors by the end of 2025, underscoring the rising demand for experiences beyond Umrah. Destinations such as the Saudi Red Sea, AlUla, Aseer, and Al Baha have become increasingly popular. “We are fully committed to working with our travel trade partners to develop tailored packages and promote diverse leisure experiences, ensuring this momentum continues,” said Aldabbagh.

Accessibility was also a focal point, with Saudi showcasing its extensive air connectivity supported by airlines such as SAUDIA, Malaysia Airlines, AirAsia, Batik Air, AirAsia X, and Air Arabia, offering connections to more than 25 destinations across Saudi Arabia. To further engage partners, the trade show featured exclusive B2B incentives, from complimentary flight tickets and luxury hotel stays to unique travel experiences such as chauffeur-driven tours and group transport packages.

In addition to strengthening partnerships, Saudi introduced innovative products and initiatives tailored for Malaysian travellers. These included the upcoming launch of Aroya Cruises in 2026, a collaboration with Touch ‘n Go offering cashback rewards and real-time Riyal conversion features, WeXpress logistics support for Umrah travellers, and a new VAT refund system for international tourists spending more than SAR 500. These initiatives are expected to enhance convenience and enrich the travel experience for Malaysians exploring Saudi.

Emerging destinations were also spotlighted, with AlUla’s Our Habitas and Shaden Hotel showcasing their offerings for the first time in Malaysia. Increasingly, Umrah pilgrims are extending their journeys to include day trips or overnight stays in AlUla. Meanwhile, Al Baha and Aseer were introduced as refreshing highland retreats for year-round tourism, while the Red Sea coast stretching 1,800 kilometres—was highlighted as an adventurous new frontier. A unique historical experience was also unveiled through Ala Khutah, a 470-kilometre route retracing Prophet Muhammad’s Hijrah journey from Mecca to Medina.

Looking ahead, Saudi Tourism Authority announced that the Saudi Travel Fair will return to Malaysia in October 2025 at IOI City Mall, Putrajaya. The fair will feature curated Umrah+ leisure packages designed by selected travel agents, offering Malaysian travellers a comprehensive gateway into the Kingdom’s spiritual, cultural, and leisure attractions.

For more information or to begin planning a journey to Saudi, travellers can visit the official Visit Saudi website.