Saudi Tourism Launches First Travel Show in Indonesia

In a bustling event at South Jakarta’s Kota Kasablanka Mall, the Saudi Tourism Authority (STA) unveiled its inaugural cultural showcase in Indonesia, targeting the world’s largest Muslim-majority country. This initiative, part of Saudi Arabia’s Vision 2030, aims to diversify its tourism offerings beyond traditional religious pilgrimages and position the Kingdom as a dynamic, year-round destination.

At the opening, visitors were greeted with traditional Saudi hospitality—dates and qahwa (Arabic coffee)—as Saudi Hajj and Umrah Minister Tawfiq Al-Rabiah and Alhasan Aldabbagh, STA’s president for Asia-Pacific markets, inaugurated the exhibition. The show runs through May 5, drawing substantial crowds with Aldabbagh anticipating about 10,000 daily visitors.

Saudi Arabia and Indonesia have long enjoyed robust social and economic ties, predominantly through the religious journeys of Umrah and Hajj. In 2023 alone, over 1.5 million Indonesians visited Saudi Arabia, mainly for these pilgrimages. However, the STA’s latest efforts aim to broaden these visits to include Saudi Arabia’s rich tapestry of history and heritage sites.

“Our relationship with Indonesia is deeply valued, and through this exhibition, we want to invite more Indonesians not just for Umrah, but to explore other treasures within our Kingdom,” Aldabbagh explained to reporters.

Highlighted at the exhibition are lesser-known Saudi destinations like Jeddah and AlUla. Jeddah, a historic city on the Red Sea’s eastern shore, has been a major trade hub since the 7th century and serves as the gateway for pilgrims heading to Makkah. Its rich architectural tapestry, influenced by centuries of trade, has earned it a spot on the UNESCO World Heritage List.

AlUla, another UNESCO-recognized site, is described as an ancient desert oasis and one of the Arabian Peninsula’s most significant cultural cradles. Its history, stretching back between 800 and 100 B.C., features prominently in the Kingdom’s tourism narrative.

Visitor interest at the exhibition was high, with many expressing enthusiasm about the chance to learn directly from Saudi representatives—a novel experience compared to traditional travel agency interactions. “It’s enlightening to receive firsthand information about destinations like AlUla, which look stunning on social media. Beyond Umrah, there are so many places in Saudi Arabia that we are eager to explore,” commented Linda Wardani, an attendee.

Halid Umar Bakadam, CEO of Dream Tour travel agency, noted a marked increase in interest for extended tours that cover these historical and cultural sites. “There’s a growing curiosity about Saudi Arabia’s diverse offerings. It’s not just about religious trips anymore; more tourists are eager to discover the Kingdom’s other fascinating sites,” he said.

This exhibition marks a significant step in Saudi Arabia’s ambitious tourism goals under Vision 2030, aiming to contribute significantly to its GDP by embracing and showcasing its heritage and natural beauty to a global audience.