Saudi Tourism Authority Strengthens Ties with Pakistan Through Successful B2B Roadshow
Karachi – The Saudi Tourism Authority (STA) has reaffirmed its commitment to Pakistan with the successful conclusion of a four-day business-to-business (B2B) roadshow held in Karachi and Islamabad, highlighting the Kingdom’s growing tourism offerings and opportunities for collaboration.
The roadshow brought together leading Saudi stakeholders, including prominent hotels, airlines, destination management companies (DMCs), and transport providers, alongside key Pakistani travel and business partners. The initiative offered an immersive introduction to Saudi Arabia’s diverse destinations, from the historic oasis city of AlUla to the modern vibrancy of Riyadh, Jeddah, Abha, Taif, and AlBaha.
Emphasizing Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism, the event showcased unique opportunities for networking and collaboration, allowing participants to explore new avenues for business growth and cultural engagement. Through one-on-one meetings, B2B matchmaking, and MICE-focused sessions, attendees experienced Saudi Arabia’s expanding tourism ecosystem designed to host world-class events and international gatherings.
“The program has successfully created pathways for collaboration while presenting Saudi Arabia’s rich heritage, modern infrastructure, and leisure offerings,” the STA said in an official statement.
Saudi Arabia, home to Islam’s holiest cities, Makkah and Madinah, continues to attract millions of Muslim visitors each year for Hajj and Umrah. Beyond religious tourism, Riyadh and other cities are emerging as dynamic hubs for business, leisure, and cultural exploration, reflecting the Kingdom’s Vision 2030 commitment to economic diversification. Saudi Arabia is also set to host the 2034 FIFA World Cup, further positioning the country as a global destination for sport and entertainment.
The roadshow highlighted major Saudi events and lifestyle experiences such as MDL Beast and Riyadh Season, combining leisure with business opportunities for international travelers. Exclusive promotions were introduced, including summer offers, early-bird discounts for winter tours of AlUla, and specially tailored packages for groups and leisure travelers.
With Pakistan being one of Saudi Arabia’s priority markets, the STA anticipates more than 2.8 million Pakistani visitors to the Kingdom this year, up from over 2.7 million last year. This initiative reflects the Kingdom’s long-term strategy to strengthen regional tourism ties, enhance connectivity, and promote cultural exchange.
The Saudi delegation included representatives from Taiba Investments, Saudi Silk Route, Via Konnect, 88 Destinations, Kurban Tours, King Abdullah Economic City, Qiddiya, Aroya Cruise, Saudia Airlines, FlyADeal, and the Haramain High-Speed Rail. These participants highlighted the Kingdom’s modern transport infrastructure, including metro and high-speed rail networks, which enhance accessibility across key cities.
“This roadshow underscores Saudi Arabia’s vision to provide integrated travel solutions that blend business, culture, and leisure while deepening the Kingdom’s long-standing partnership with Pakistan,” the STA concluded.
Through initiatives like this B2B roadshow, Saudi Arabia continues to demonstrate its global tourism ambitions, offering international travelers, businesses, and stakeholders unparalleled opportunities for engagement, discovery, and economic collaboration.
