India to remain strategic pivot in Saudi’s Vision 2030; multi-city consumer event sees 2L+ visitors

Just weeks before Saudi Arabia throws open the doors to Qiddiya City, the Kingdom’s most awaited “city built to play”, the buzz among travellers is spreading like wildfire, igniting a growing curiosity to explore Saudi. Nowhere is this shift more visible than in India, Saudi’s fastest-growing source market. In a candid conversation with T3, Meshaal Qureshi, Senior Director – Trade Markets (India & Subcontinent), Saudi Tourism Authority, underscores why India will remain one of the strongest markets anchoring Vision 2030 ambitions, driven by explosive demand, increasing connectivity and more consumer engagements like Spectacular Saudi. 

Saudi Arabia’s aggressive tourism play is increasingly hard to ignore, and in India, the Kingdom’s fastest-growing source market, the momentum is turning into measurable scale. Backed by unprecedented investment, connectivity enhancements, massive brand engagements, the Kingdom is not just expanding at a breakneck speed but also rapidly climbing the preference charts of Indian travellers. And with this year’s Spectacular Saudi edition, the annual consumer-facing mega showcase becoming ‘the talk of the town’, Meshaal Qureshi, Senior Director – Trade Markets (India and Subcontinent), Saudi Tourism Authority (STA), is optimistic that the overwhelming response and growing interest will cement India’s position as a key global market through Vision 2030.

India one of Saudi’s most strategic markets

Over the past five years, Saudi Arabia has made significant investments in the Indian market, engaging with a diverse range of travel agents (metro and 2/3 tier markets), holding roadshows, sales missions, and campaigns that directly reach households or leverage strategic partnerships.

“For us, India will always remain among the top source markets till Vision 2030. We’re doubling down our engagements. Going forward, you will be seeing a lot more of Saudi — closer to the consumer, and closer to the trade,” Qureshi told T3. 

Saudi’s strategy reflects this priority: Seat capacity between India–Saudi has jumped from 3.2 million to 3.7 million, with Indigo, Air India and Saudia playing key roles. New direct routes from Ahmedabad and the reactivation of several South Indian connections are underway, Qureshi confirmed. Also, Riyadh Air has already identified India as one of its top 10 future markets. 

As Qureshi put it, “Connectivity is increasing because visitation targets are increasing. The interest from India is picking up massively and therefore, we will be exploring other markets as well next year, given the fact that Saudi is a year-round destination.”

In addition to India, Qureshi identified China, Central Europe and the MENA region as the key feeder markets for Saudi’s tourism.

Spectacular Saudi 2025 returns bigger: 5 cities, 2,0 0,000+ visitors

Hosted by Saudi Tourism Authority’s consumer brand, ‘Saudi, Welcome to Arabia,’ the Spectacular Saudi campaign delivered exceptional traction this year, hitting 200000 footfalls. The event which expanded its presence from one city last year to five major metros, signalled Saudi Tourism Authority’s (STA) intent to place India at the centre of its Vision 2030 targets. Qureshi called it a reflection of how sharply India’s awareness about the destination has grown.

“Last year we were physically present in one city and digitally across India. This year, we were simultaneously live in Delhi, Mumbai, Hyderabad, Ahmedabad and Bengaluru, supported by a full contingent from Saudi showcasing culture, cuisine and the country’s growing affinity for India.” 

“What’s more exciting is that travellers walking into the booths already knew what Saudi is. Many have visited; others follow what’s happening. They come here wanting to explore more — and their feedback is overwhelmingly positive,” he said, reiterating that this surge mirrors Saudi’s unprecedented global rise. 

Speaking on the sidelines of the Delhi edition which also had key trade partners (Sheeraz Tours, Atlas Travels, Yatra, Flipkart + Cleartrip, Akbar Holidays and Make My Trip) on-ground for travel engagement, Qureshi confirmed that joint marketing efforts with the trade remain a priority.

“Our partners are our backbone. Without them, there is no conversion. We will continue working closely with them, while also staying connected directly with the consumer,” he added. 

Hosted at India’s premier malls including Pheonix Palladium (Mumbai), Select City Walk (New Delhi), Lulu Mall (Bengaluru), Nexus Ahmedabad One Mall, and Sarath City Mall (Hyderabad), Spectacular Saudi brought together thousands of visitors, travel trade partners, influencers and celebrities all under one roof. The  event was a dazzling celebration of Saudi’s soul, culture, and spirit, brought to life through immersive experiences.

Besides, Spectacular Saudi also simplified travel planning with on-site Tasheer kiosks, offering guidance, documentation support, visa information and real-time assistance, helping visitors plan or even begin their journey to Saudi directly from the event.

Adventure, Weddings and Gen Z: New Tourism Pillars

Saudi is consciously broadening its appeal. The Kingdom’s varied topography, often little known globally, is becoming a major conversation point.

“People are surprised to discover the green south, the snowy north, and the beaches and deserts all within few hours,” Qureshi said. “Gen Z and millennials are flocking to Abha and the northern regions for hiking, trekking and mountaineering.”

Another booming segment: Indian weddings and pre-wedding shoots. “We unlocked weddings as a mega initiative this year,” he shared. “We have hosted multiple Indian weddings already. During this Spectacular Saudi campaign alone, six to ten couples booked their pre-wedding shoots across AlUla, Riyadh and the Red Sea. This segment has picked up big time as Saudi already has the natural, untouched backdrops ideal for these shoots.”

Qureshi added that Saudi is also developing a massive pipeline of luxury hotels and global brands like One&Only, Anantara, among them, positioning the country as a future leader in global MICE tourism. There is also significant expansion from major hotel groups, including IHG Group, Accor, Taj Hotels, and others.

“Saudi is the next big thing for conferences and events. Every day of the year we have some massive conference or exhibition happening,” he said, pointing to the success of the recent TOURISE global tourism event.  Powered by the Saudi Ministry of Tourism , TOURISE summit was hosted for the first time in Riyadh and facilitated investments worth USD 113 billion while welcoming over  8000 registered delegates. 

Other than this, GIT, Luxury, Culture & Heritage, and Sports have been the primary focus areas of STA.            

All eyes on Qiddiya

Saudi’s giga-projects —cornerstones of Vision 2030 — are rapidly taking shape. One of which is Qiddiya, the “city built to play,” which will open its first phase on December 31, this year. Qiddiya City, the flagship giga-project of Qiddiya Investment Company, is a groundbreaking global destination created entirely from the ground up with a focus on play. Situated in the heart of the Tuwaiq Mountains, just 40 minutes from Riyadh, this master-planned city seamlessly combines entertainment, sports, and culture. Guided by Qiddiya’s "Power of Play" philosophy, the city is envisioned as a hub for hosting some of the world’s largest sports competitions, festivals, concerts, and cultural events.

Qiddiya will eventually house  world’s largest Six Flags Park, Saudi’s first and biggest water park, a range of next-generation entertainment and theme-park experiences, the world’s largest gaming and e-sports district, a world class stadium, among the other attractions. 

The theme park Six Flags Qiddiya City will feature 28 rides including record-breaking experiences. With these rides specially designed for families and younger entertainment-seekers, the park ensures entertainment for all generations. Guests can also look forward to a variety of international dining options, along with retail outlets offering exclusive Six Flags merchandise and souvenirs.

As per Qureshi, Six Flags Qiddiya will open with an Indian zone having restaurants and the destination is “India-ready” and will also be catering to MICE visitations in near future. 

Recognising India as a significant and rapidly growing source market, the Six Flags Qiddiya City team, with support of their India representative, also hosted a dedicated curtain-raiser event for the Indian market, engaging key trade and media partners with an exclusive preview of the destination’s bold vision and what Qiddiya City aims to bring to Indian travellers.

Concluding his conversation with T3 on a high note, Qureshi said with enthusiasm: “Stick very close to Saudi. It’s not just the talk of the decade — it’s going to be the talk of next generation.”