London Event Signals Saudi Arabia's Push for Global Tourism Leadership

An invitation from the Saudi Tourism Authority (STA) to a showcase at The Peninsula in London is always a promising sign – this one didn’t disappoint. The Saudis know how to put on a spread, especially as we were anticipating the arrival of the Saudi Minister of Hajj and Umrah, Tawfig F. AlRabiah.

Judging from the extraordinary displays they’ve put on—at the World Travel Market in London and now here—it’s clear they mean business. It was clear to me, and it has been for a few years now, that Saudi Arabia is on a mission to position itself not just as the number one destination in the Middle East, but the number one destination on a global front.

A Privileged Invitation to Witness Saudi Arabia's Vision

Refreshments, and Sadui qahwa––coffee accompanied with dates (photo: Shebs Alom)

Before the Saudi Minister arrived, as this was an exclusive invite, with a finite number of people from the world of media, and other corporate organisations, it felt very special to have the time to look around and speak to various outlets. As I was representing Halal Travel Network (HTN) alongside my colleagues David Archer and Sara Amro, I was curious as to how the exhibitors presence would welcome us. We also had STA representatives from the UK on hand, which was an excellent opportunity to discuss how HTN could help promote halal tourism, to Saudi Arabia, where many assume the infrastructure already caters exclusively to Muslim travellers. Something I will come on to shortly. 

As I was making my way around the venue, let me tell you, this was no average networking canapé circuit. There was the essence and the heart of Saudi culture, thoughtfully curated. The first thing I noticed was the spiritual healing Zamzam water, a holy water from Makkah. This was showcased for anyone, and it did, psychologically, have a calming effect on me. 

Next to it, you had the Saudi qahwa––coffee, but not as you know it, accompanied by dates. Golden in colour, infused with cardamom, although not quite served in those little finjan cups, but even though I’m not a coffee drinker, I had to taste it – it would have been rude not to.   

Delicious food on display (photo: Shebs Alom)

Then came the food––oh yes, my favourite part of any event. It was all laid out for you to try; the cakes and pastries all looked exquisitely delicious. But, as someone cursed with a stomach that says “no thanks” to dairy and my colleague, Sara Amro, who gives gluten the side eye, we were politely declining the spread in front of us. Except, the staff were on it, “Wait here, we will dash to the kitchen and come back for you with a bespoke plate.” I felt really important, as if I were the Saudi Minister or a prince. Dairy-free and gluten-free dishes, for both Amro and me.

That, to me, is the definition of true hospitality. And I’ve been to many events held by various PRs and tourism boards – and unless you notify them of your dietary requirements beforehand, you will need to have a sandwich with you so you don’t go hungry. 

And to round things off, they had a full drinks bar, with not a drop of alcohol in sight. Tea, coffee, juices. I asked for a decaf latte and got a nod of respect. That’s how you know they’re doing it right.

Hospitality Rooted in Values: A Deeper Understanding of Saudi Culture

Shebs transfixed in the virtual world (photo: Shebs Alom)

When walking through the installation area with all the businesses, the first thing that caught my attention was the VR zone. It’s becoming increasingly common, and naturally, I gave it a try—and it didn’t disappoint. One minute, I’m in London, and the next, I’m standing in the valley where Makkah began. The headset transported me to the time of its genesis, giving me a glimpse of how the Kaaba was built, including the history and the sacred stories we’ve all heard but never experienced. I was turning my head left and right to catch a glimpse of everything and while I must have looked crazy to anyone else at the event, it was an experience worth having. 

There were plenty of other mini exhibits showcasing artefacts, textiles, and stories from across the Kingdom—it wasn’t just about tourism. It was about the legacy, inviting you to see Saudi Arabia as a breathing heritage. 

Talented artist Zain Zedan showcasing her work (photo: Shebs Alom)

Amongst the many voices shaping this new narrative was Zain Zedan, a young Saudi female artist whose area was constantly surrounded. I had the privilege of speaking with Zedan, whom the tourism board had commissioned to create some of her paintings. She spoke passionately about the changing creative landscape in the Kingdom and how she’s now working in film production—something that you don't hear too much about regarding women from Saudi Arabia. Her journey is emblematic of the country’s transformation. 

When I asked why she went into art, she told me, "It's hard to remember why I started. It has always been my passion since I was a child, and I grew up loving it more and always had my family's support to practice it. I hope it inspires other artists, those who are emerging ones, to take up the profession –– especially females, of course."

When I asked what her ultimate goal is, she said, "Of course, it would be a dream to exhibit all over the world and show my art to as many people out there." It was great for the event to have her, and it gave it a different perspective. Something other events could learn from.  

A Missed Connection? A Strategic Imperative for Saudi Arabia's Vision

Exhibits for this exclusive event (photo: Shebs Alom)

Exploring the other exhibits, I spent time talking to representatives from various hotels, hospitality players, and, of course, the STA rep. I’ve been talking to the tourist board for the last three years to organise a visit. However, I still feel there is a strategic blind spot – the underleveraged potential of a halal-conscious traveller, specifically, those who are already making a sacred journey for Hajj and Umrah. 

In my conversation with STA, as I explained I work for HTN, I said, “As Muslims are already travelling to Saudi Arabia for Hajj or Umrah, why not target those to stay and experience more of what the country has to offer?” Their response acknowledged that much of their focus has been on attracting Western tourists since opening the country to broader tourism in 2019. They’ve been building exceptional resorts, outdoor adventures, and art initiatives, but the Muslim traveller hasn’t yet been placed at the heart of that narrative. 

With the pleasure of being in the presence of the Saudi Minister, Saudi Arabia, with its religious significance and growing tourism infrastructure, is ideally placed to lead the charge as halal tourism grows. Whether it happens anytime soon will be interesting to see. Perhaps they’re hesitant to disrupt their current marketing strategy?

As someone deeply engaged in the halal travel ecosystem, it does surprise me why they haven’t capitalised. And maybe that’s it. They don’t need the money. I would say that the infrastructure is laid out. What’s needed now is intentional outreach, whether that’s programming or marketing. 

HTN members Shebs Alom, Sara Amro, and David Archer (photo: Shebs Alom)

That being said, this event highlighted Saudi Arabia’s evolving tourism ambitions, and their commitment to raising their profile. My discussions with STA underscored the significant opportunity for them to better engage halal-conscious travellers already visiting the Kingdom. This is where HTN can strengthen the narrative, as we are strategically positioned to bridge that gap, and our collaboration with the STA would mutually benefit efforts for Muslim travellers to stay longer and get a well-rounded, richer experience. 

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