Saudi’s national tourism brand, ‘Saudi, Welcome to Arabia’ reinforced its commitment to the Malaysian market recently at its B2B trade show, where they hosted over 30 Saudi stakeholders and more than 150 local and regional trade partners to explore collaboration opportunities. The trade show garnered strong support from Saudi Destination Marketing Organizations (DMOs), Online Travel Agencies (OTAs), airlines, and hotels as well as key local travel associations, such as Malaysian Association of Tour and Travel Agents (MATTA) and Malaysian Chinese Tourism Association (MCTA) and The Association of Bumiputera Tourism Operators (BUMITRA). The aim was to expand tourism offerings, such as Umrah+ packages within Saudi, diverse leisure destinations, and innovative travel solutions designed for Malaysian travellers.
“We are seeing growing interest from Malaysian visitors to Saudi beyond Umrah. As of June 2025, we’ve recorded a 9% increase in Malaysian visitors compared to 2024 and we are confidently on track to surpass 300,000 visitors by year-end. This robust growth highlights the rising demand among Malaysians to experience Saudi beyond its spiritual offerings, with destinations like the Saudi Red Sea, AlUla, Aseer, and Al Baha gaining popularity,” says Alhasan Aldabbagh, President of APAC Markets, Saudi Tourism Authority. “We are fully committed to working with our travel trade partners to develop tailored packages, promote leisure experiences, to sustain the momentum of this expanding and dynamic market.”
To further enhance accessibility, Saudi showcased its unparalleled air connectivity, facilitated by SAUDIA, Malaysia Airlines, AirAsia, Batik Air, Air Asia X, Air Arabia, to name few. These carriers collectively serve over 25 destinations across Saudi. The trade show also featured an array of B2B incentives and giveaways, designed to highlight Saudi’s accessibility and services:
- Airline tickets: Including SAUDIA tickets from Kuala Lumpur to any part of Saudi, an AirAsia X return ticket to Medina, Air Arabia return tickets to Abha and Yanbu, and a grand prize of return Business Class tickets from Johor Bahru to Madinah with Amal by Malaysia Airlines.
- Exclusive prizes: an Alif Dinar Gold Bar from WeXpress; a two-night stay in a five-star Riyadh hotel by Middle East Made Yours; a two-night stay at the Address Hotel Jabal Omar, Makkah; a complimentary 50-seater bus from Makkah to Ala Khutah (courtesy of Ala Khutah, a new Prophets’ Hijra route destination); two-night stays at Maysan Hotels in Makkah and Madinah; and a one-day Maybach chauffeur-driven tour in Riyadh with Talia Tourism.
Innovative products and initiatives were presented to enhance travel experience and support agencies alike:
- Aroya Cruises: Saudi-owned cruise liner, set to bring’ Malaysian passengers into Jeddah in 2026.
- Touch ‘n Go partnership: Up to 5% cashback when using the TNG travel card in Saudi, plus a dedicated Saudi app-page with real-time Riyal conversion.
- WeXpress collaboration: Streamlined logistics support for Umrah travellers.
- VAT Tax Refund: The Saudi authorities have recently introduced new shopping incentives for travelers and tourists into Saudi Arabia, allowing them to get a tax refund upon spending more than SAR 500.
Recognising the growing demand for diverse travel experiences, new and emerging destinations were introduced to cater to both Umrah+ and leisure travellers.
- Our Habitas Hotel & Shaden Hotel in AlUla: Participation in Malaysia for the first time showed increasing interest in AlUla among travellers for both religious and leisure purposes. AlUla is becoming a more common destination for Umrah pilgrims, who are now including it in their itineraries for day trips or overnight stays.
- Al Baha & Aseer (Abha): These newly introduced cool-weather highland escapes are positioned for year-round tourism.
- Saudi Red Sea: An 1,800-kilometre stretch of pristine coastline split into three regions, where travelers can embark on truly unique adventures.
- Ala Khutah: a journey 470 km long that follows the footsteps of Prophet Muhammad, retracing the historical route of the Hijrah from Mecca to Medina, and featuring 7 overnight stations and 41 historical sites.
Furthermore, the Saudi Travel Fair will return in 2025 at IOI City Mall in Putrajaya in October featuring curated Umrah+ leisure packages in Saudi from selected travel agents.
