Saudi Captivates UK Travelers with Immersive Cultural Showcase at Destinations London 2026

 

The Saudi Tourism Authority (STA) successfully showcased Saudi’s “Iconic, Unexpected, and Inviting” journey at the prestigious Destinations: The Holiday & Travel Show, held at Olympia London from January 29 – February 1, 2026. Thousands of visitors were transported to the Heart of Arabia through an immersive and culturally rich booth experience, reinforcing Saudi’s position as one of the world’s most exciting year-round destinations.

 

Attendees experienced authentic Arabian hospitality, vibrant cultural performances, and discovered exclusive travel packages designed to unveil Saudi’s depth and diversity.

 

Abdullah Al Dakhil, Spokesperson of Saudi Tourism Authority commented, “We were delighted to share Saudi’s story with UK travellers. From UNESCO World Heritage Sites and a year-long calendar of sporting, music, and entertainment events to futuristic resorts, varied landscapes, and pristine coastlines, Saudi offers experiences that are truly iconic, unexpected, and inviting for every traveler. Our presence at Destinations London allowed us to not only showcase our diverse offerings but also to share the warmth of the Saudi Welcome and hospitality through interactive cultural experiences.”

 

An Immersive Journey to the Heart of Arabia

 

The engaging Saudi booth, served as a dynamic gateway to Saudi. Visitors embarked on an immersive journey through the “This is Saudi” video experience, offering captivating full-day explorations of key destinations like AlUla and Riyadh, complete with rich voiceovers explaining the sights and sounds of Saudi and showcasing why Saudi is a global hub for iconic destinations, world-class sporting and entertainment events. Beyond visual immersion, the booth came alive with a range of engaging cultural activations, showcasing where tradition truly takes shape. Visitors witnessed the beauty of Saudi crafts firsthand with live demonstrations by skilled artisans. Captivating performances by Saudi folklore dancers presented diverse regional styles such as Khatwa, Khubaiti, and Yanbuai. Arabic calligraphy and wicker weaving sessions were also held throughout each day of the event.

 

Guests experienced the renowned Saudi Welcome firsthand, interacting with dedicated hospitality Ambassadors, savoring authentic Saudi flavors with a chef serving traditional Saudi dishes, complemented by complimentary offerings of Saudi coffee, dates, and Kleeja, a delicious Saudi pastry filled with date syrup.

 

Curated Travel Experiences for Every Explorer

 

Saudi offers a captivating blend of ancient heritage and modern luxury, presenting an unparalleled tourism landscape. Visitors can explore dynamic urban centers like Riyadh, known for its thriving culinary scenes, or indulge in luxurious coastal developments such as the sustainable Saudi Red Sea, featuring groundbreaking resorts and incredible marine exploration. Its rich history is showcased through architectural marvels like AlUla’s Maraya and eight UNESCO World Heritage Sites, including ancient Hegra in Alula and Historic Jeddah. Meticulously curated travel packages are available for those inspired to plan their own Arabian adventure, ranging from events-based options like F1 and LIV Golf to journeys covering Saudi’s other iconic and unexpected destinations alongside specialized Ramadan and Summer experiences, all complemented by unparalleled hospitality and the Saudi Welcome,

Learn more about Saudi Tourism Authority (STA)