Malaysian Enthusiasm Soars at Saudi Travel Fair 2025 with Cultural Riches and New Horizons

21 November 2025

PUTRAJAYA: The Saudi Travel Fair 2025, held from 12th to 16th November at IOI City Mall Putrajaya, attracted approximately 15,000 visitors, signalling a strong Malaysian interest in the diverse travel opportunities offered by Saudi Arabia.

From the moment visitors entered the fair, they were immediately captivated by cultural showcases that vividly brought Saudi Arabia’s heritage to life. The ‘Taste of Arabia’ corner offered traditional qahwa, the Kingdom’s spiced coffee, served with dates, inviting guests to experience authentic flavours. Heritage styling stations allowed attendees to try on traditional Saudi attire, immersing themselves in the rich cultural tapestry.

The Sadu Art Wall, inspired by the intricate geometric patterns of traditional Saudi weaving, served as an engaging interactive space where visitors could learn about and experience the craft firsthand. Additionally, the calligraphy station provided personalised Arabic names rendered in Khat artwork, offering a unique cultural keepsake. Traditional performances, including the Ardha — Saudi Arabia’s national dance — and the Samri, a folkloric Bedouin music and dance tradition performed with the daf drum, heightened the lively atmosphere and deepened visitors’ cultural understanding.

These immersive experiences fostered a profound connection to Saudi culture from the moment attendees stepped into the fair.

Umrah+ packages continued to generate steady enquiries, with particular interest in extensions to destinations such as AlUla, Aseer, Taif, Jeddah, and Al Baha. Visitors responded enthusiastically to added benefits including complimentary Haramain high-speed rail rides, rebates, excursions, and limited-edition merchandise.

Interest in destinations beyond the 'Golden Triangle' — Riyadh, AlUla, and Jeddah — notably grew for places like Abha in Aseer and Al Baha. These regions appeal due to their cooler climates, scenic mountain views, and rich heritage attractions.

For families and young travellers, the expanded "Winter is Alive" programme attracted significant curiosity. Visitors explored various leisure-driven travel opportunities across Riyadh, the historic Diriyah (JAX District), Hail, Qassim, and the Red Sea, which is rapidly gaining popularity as a destination renowned for its pristine islands, clear waters, abundant marine life, and luxury sustainable resorts. Many were particularly inspired by the Red Sea’s combination of adventure, relaxation, and eco-conscious tourism, making it an attractive option for post-Umrah holidays.