September 2024: The Saudi Tourism Authority (STA) recently hosted a series of exclusive events including ‘Epicurean Saudi’ in Mumbai, and ‘Brewtopia – A Qahwa Experience’ in Bengaluru and Delhi, offering unparalleled dining and coffee appreciation pop-ups. Specially curated for select travel trade partners and media influencers, the goal was to give attendees an immersive sneak peek into Saudi’s diverse gastronomic traditions and offerings, further positioning the country as a premier destination for discerning travellers.

At the heart of ‘Epicurean Saudi’, the culinary event held at the Four Seasons Hotel Mumbai was an exquisite culinary journey curated by Chef Rakan Aloraifi, a two-time winner of the Best Saudi Chef award, who travelled from Riyadh to present his innovative take on Saudi cuisine. Joining him was Chef Surabhi, whose expertise in blending flavours added a unique touch to the evening. Together, they crafted a menu that not only highlighted the traditional ingredients and techniques of Saudi Arabia but also pushed the boundaries of culinary exploration and innovation. The evening was a celebration of the shared history and culinary ties between the two nations, showcasing how food can serve as a bridge, connecting cultures and creating lasting impressions.

The event also played a strategic role in STA’s ongoing efforts to promote Saudi as a premium travel destination. By offering a firsthand experience of Saudi’s culinary excellence, STA sought to strengthen its relationships with key players in the Indian travel trade, inspiring them to introduce Saudi as a must-visit destination to their clients. The event underscored the appeal of Saudi Arabia not just for its rich history and cultural heritage but also for its dynamic and evolving food scene.

‘Brewtopia – A Qahwa Experience’, held at Olive Beach in Bengaluru and Qla in Delhi, welcomed over 50 members of travel trade associations, offering them an immersive taste of Saudi’s rich coffee culture. It included an insightful presentation on the origins of coffee and a demonstration of traditional qahwa preparation by experts Ganga and Pavan, founders of Coffee Mechanics and Kana. The qahwa appreciation was followed by a networking session for trade partners and the team at Saudi Tourism Authority.

In a recent development, Saudi’s national tourism brand, Saudi Welcome to Arabia, launched its first-ever integrated consumer campaign for the Indian market, titled Spectacular Saudi. This groundbreaking campaign offers travellers a captivating blend of ancient tales and modern marvels, revealing a side of Saudi that goes beyond expectations. From the ancient mud-brick architecture of Diriyah’s At-Turaif and the pristine waters of the Red Sea to the historic streets of Al Balad in Jeddah and the majestic Nabataean tombs in Hegra, AlUla, it showcases iconic landscapes and unique experiences, making it a must-visit for Indian travellers.

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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