Saudi Tourism Authority (STA) has reinforced Saudi Arabia’s growing appeal to UK travellers following a high-profile appearance at Destinations: The Holiday & Travel Show, held at Olympia London from 29 January to 1 February 2026.
Across four days, thousands of visitors were invited to experience Saudi’s “Iconic, Unexpected, and Inviting” proposition through a multi-sensory booth designed to transport guests to the Heart of Arabia. The showcase combined cultural performances, live craftsmanship and curated travel inspiration, positioning Saudi as a compelling year-round destination for British travellers.
Abdullah Al Dakhil, spokesperson for the Saudi Tourism Authority, said the event provided an important platform to connect directly with UK audiences. “We were delighted to share Saudi’s story with UK travellers,” he said. “From UNESCO World Heritage Sites and a year-long calendar of sporting, music and entertainment events to futuristic resorts, diverse landscapes and pristine coastlines, Saudi offers experiences that are truly iconic, unexpected and inviting. Destinations London allowed us to showcase this diversity while sharing the warmth of the Saudi Welcome through interactive cultural experiences.”
At the centre of the stand was the ‘This is Saudi’ immersive video experience, which guided visitors through full-day journeys in destinations such as AlUla and Riyadh. Rich narration highlighted Saudi’s transformation into a global hub for culture, sport and entertainment, alongside its deep-rooted heritage.
The booth came alive with live cultural activations throughout the event. Skilled artisans demonstrated traditional Saudi crafts, while folklore dancers performed regional styles including Khatwa, Khubaiti and Yanbuai. Visitors were also invited to take part in Arabic calligraphy and wicker weaving workshops, offering hands-on insight into Saudi’s living traditions.
Hospitality played a central role in the experience. Dedicated Saudi hospitality ambassadors welcomed guests with traditional Saudi coffee, dates and Kleeja pastries, while an on-stand chef served authentic Saudi dishes, giving visitors a taste of the country’s culinary heritage.
STA used the event to highlight the breadth of Saudi Arabia’s tourism offering, blending ancient history with contemporary luxury. From dynamic urban experiences in Riyadh and the sustainable luxury resorts of the Saudi Red Sea, to architectural landmarks such as Maraya and eight UNESCO World Heritage Sites, including Hegra and Historic Jeddah, the destination’s diversity was a key focus.
Visitors were also introduced to a range of curated travel packages, spanning major global events such as Formula 1 and LIV Golf, alongside tailored itineraries for Ramadan and summer travel. These packages aim to encourage first-time visitors and repeat travellers alike to explore Saudi’s lesser-known regions, supported by the country’s signature hospitality.
The Saudi Tourism Authority’s presence at Destinations London 2026 underlined the Kingdom’s ambition to deepen engagement with the UK market, positioning Saudi Arabia not only as a destination of iconic landmarks, but as a place of genuine cultural connection, storytelling and warm welcome for international travellers.