In Manifest's November issue, Alhasan Aldabbagh, president - APAC market, Saudi Tourism Authority, chatted with us about how Bollywood and cricket can promote the country as an emerging tourist destination for India, while underlining the need to dispel its ‘conservative’ image.

As Saudi Arabia seeks to reshape its image as a travel destination for Indian tourists, it has rolled out its first integrated consumer campaign, 'Spectacular Saudi.' Sharing his thoughts on the campaign, Aldabbagh said, "We wanted to showcase Saudi Arabia’s iconic experiences as a family-friendly destination for couples and families. We also wanted people to embrace the culture, traditions and hospitality of Saudi first-hand through the on-ground activation event (in Mumbai)."

“We didn’t just want to rely on TV or outdoor ads,” he continued. “We wanted to bring a piece of Saudi to India for people here to see why they should visit us."

Furthermore, with attractions like eight UNESCO World Heritage sites and landscapes tracing over 200,000 years of history, Saudi is evolving its tourism offerings with the Indian traveller in mind.

Addressing misconceptions around safety and cultural restrictions, he highlights the swift transformation in Saudi society, particularly in women’s rights and public freedoms. “People often assume women must follow strict attire guidelines here, but today, it’s optional. Women drive, go out solo, and represent half of our workforce in tourism,” he added, underscoring how these advancements support STA’s rebranding efforts.

The approach also embraces sports tourism, with attractions like the F1 Saudi Arabian Grand Prix, boxing events, and the Saudi Pro League featuring football stars such as Cristiano Ronaldo and Neymar. “We love sports, and we understand how sports brings the global community together. We also know that after cricket, Indian travellers are crazy about football. So, yes, we will be leveraging that in the coming years,” he said.

Aldabbagh also pointed out that Saudi’s rising popularity among Indian tourists reflects this shift, with a 240% increase in visitation over the past year, signalling Saudi’s growing allure as a global destination for Indian travellers.

Read the full chat in the November issue of Manifest. Get your copy here.