- Five-day roadshow is the biggest travel exhibition staged by STA in Malaysia
- ‘Phenomenal’ response as Malaysians are drawn to heritage, culinary tourism
PUTRAJAYA/DUBAI: In search of adventure, culinary experience, and new destinations, travelers have been heading to Saudi Arabia’s tourism exhibition running in Malaysia’s administrative capital this week.
The five-day show launched by the Saudi Tourism Authority at the IOI Mall in Putrajaya on Wednesday will run through Sunday, over Malaysia’s Independence Day weekend, and is the biggest travel exhibition the Kingdom has organized for Malaysian visitors so far in its push to win Asian markets.
Hundreds of visitors have been drawn to the roadshow each day to view Saudi heritage sites on virtual reality headsets, try traditional Arabic coffee, and interact directly with tourism officials introducing the Kingdom’s culture and history.
Alhasan Aldabbagh, STA president for Asia-Pacific, said that the reception has been “phenomenal” since the first day of the show.
“People have been coming in, asking about Saudi, asking about things to do, different activities, different destinations,” he told Arab News.
“They are interested in heritage and cultural experiences.”
Tens of thousands of Malaysians travel to the Kingdom every year for the spiritual journey of Hajj and Umrah. The STA’s exhibition also introduced them to previously unfamiliar destinations.
Eight of the sites feature on the UNESCO World Heritage List, including the historical area of Jeddah, which for centuries has been a major port for Indian Ocean trade routes, and AlUla, an ancient desert oasis and one of the most significant cultural cradles in the Arabian Peninsula.
“We have been putting a lot of effort to make Saudi a prime destination … We have been studying and looking into the Malaysian outbound travel market and of the countries in Southeast Asia,” Aldabbagh said, adding that besides heritage, Malaysians are also drawn to culinary tourism.
“Saudi is a very diverse country. It’s geographically diverse and each region, each province — there are 13 of them — has a different local, authentic cuisine, different ways of cooking and recipes.”
Haziq Rostam, a 25-year-old manager visiting the roadshow, said that was where he would begin his journey.
“I would look for food, scenery, and attractive places,” he said. “Then (for) places which people would regard as new attractions.”
Office executive Nik Rafiuddin Nik Rashid, 30, said that the Kingdom’s food scene was a good option for Malaysian Muslims, as they could easily adhere to halal dietary requirements.
He was also looking forward to adventure activities that the Middle East can offer.
“I have seen from reels that people have shared, they have gone to the desert in trucks and slid on the sand,” Rashid said. “For me, this would be unique … if I was given the chance, I would like to try that.”
The Saudi tourism sector has been growing under Vision 2030, as the Kingdom positions itself as a dynamic, diverse, year-round travel destination.
The Malaysia roadshow, which follows similar events held by the STA in other Asian countries, has already given a new perspective on what travelers can experience when they visit.
Ainil Abdul Aziz, a student, said that she is familiar with the Kingdom due to Umrah and Hajj, but will now think about traveling for sightseeing, too.
“There is a hiking opportunity … and we can go to some urban area also,” she said. “As a tourist, I would definitely want to experience what locals do.”
