The Saudi Tourism Authority completed a four-day B2B roadshow in Karachi and Islamabad that strengthened its ties with Pakistan’s travel and business sectors, introduced new meetings‑incentives‑conferences‑and‑exhibitions (MICE) opportunities, and showcased a wider range of Saudi tourism experiences to Pakistani partners.
The roadshow brought together Saudi hotels, destination management companies, destination marketing organizations, airlines and transport providers with key Pakistani trade partners. One‑on‑one business meetings, B2B matchmaking and MICE‑focused networking sessions aimed to open new channels for commercial cooperation and to connect Pakistani planners with Saudi suppliers and venues.
Saudi Arabia is positioning itself as an emerging MICE hub, promoting world‑class convention centers, modern event venues and an ecosystem designed to host international meetings, incentive travel, conferences and exhibitions. Organizers emphasized how these facilities can combine business events with cultural and leisure experiences to add value for international delegates.
Delegates also highlighted a broad range of tourism products: AlUla’s culture and heritage, Riyadh’s growing business and entertainment scene, Jeddah’s vibrant urban life, and the natural beauty of Abha, Taif and Al Baha. Major entertainment and lifestyle events such as MDL Beast and Riyadh Season were presented as examples of how Saudi Arabia can blend business travel with distinctive cultural discovery.
To encourage immediate engagement, the authority launched special promotions including attractive summer deals, early‑bird discounts for winter AlUla tours, and tailored packages for leisure and group travel.
The Saudi delegation included private and public stakeholders such as Tayyibah Investments, Saudi Silk Route, Via Connect, 88 Destinations, Carbon Tours, King Abdullah Economic City (represented by Via Connect), Qiddiya, Aroya Cruises (represented by JAS Travels), Saudia, Flyadeal and operators of the Haramain High Speed Railway, alongside expanding metro and rail services that are improving connectivity between major Saudi cities.
Organizers said the roadshow reaffirms Saudi Arabia’s long‑term commitment to the Pakistani market and its vision to provide integrated travel solutions that combine business, culture and entertainment. More information is available at www.visitsaudi.com.
