August 2024: The Saudi Tourism Authority (STA) recently hosted Brewtopia – A Qahwa Experience for travel trade partners in Bengaluru. This exclusive event, held at Olive Beach this August, welcomed 30 members of travel trade associations, offering them an immersive taste of Saudi’s rich coffee culture. The event aimed to enhance destination recall, promote Saudi coffee as a sought-after souvenir, and fortify trade partnerships through authentic experiences.

An insightful presentation on the origins of coffee as a beverage revealed the true home of Arabia as the birthplace of the renowned Arabica bean. Attendees learned about the etymology of the word coffee, tracing back to qahwa, meaning wine of the bean. They also explored how Saudi’s modern coffee culture is deeply rooted in these ancient traditions.

The event featured a demonstration of traditional qahwa preparation on a stovetop, illustrating the cultural connection between India and Saudi. The brewing process mirrors the method used in India, using spices once traded on historic routes. Guests explored the fusion using a French press under the expert guidance of Ganga and Pavan, founders of Coffee Mechanics and Kana. Once brewed, the qahwa was served in miniature ceramic cups from a traditional brass Dallah paired with Medjool dates, offering guests a taste of authentic Saudi hospitality or Hafawah.

The qahwa appreciation was followed by a networking session, where trade partners interacted enthusiastically with the STA team. The conversations included information on destinations like Riyadh, Jeddah, and Dammam, experiences at AlUla and Al Baha, various itineraries, ease of visa, and enhanced airline connectivity with Bengaluru.

STA remains dedicated to promoting Saudi as a vibrant destination and fostering connections with travel trade partners in different parts of India.

About Saudi Tourism Authority

Saudi Tourism Authority (STA), launched in June 2020, is responsible for marketing Saudi’s tourism destinations worldwide and developing the destination’s offering through programs, packages and business support. Its mandate includes developing the country’s unique assets and destinations, hosting and participating in industry events, and promoting Saudi’s destination brand locally and overseas. STA operates 16 representative offices around the world, serving 38 countries.

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