سياحة
3rd Annual Kingdom Business & Luxury Travel Congress promises alluring Opportunities for Exhibitors
Based in Dubai, QnA International, the organizers of The Kingdom Business and Luxury Travel (KBLT) Congress, will host the 3rd Annual Kingdom Business & Luxury Travel Congress on September 25-26, 2024, in Riyadh. With many innovative offerings in place, this event is going to be a treasure trove of insights for attendees to not only strike greater deals but also explore the untapped landscape that the region offers.
Saudi Arabia’s travel and tourism market is set to reach $3.95 billion by 2024, with a projected annual growth rate of 3.51%, aiming for $4.70 billion by 2029. The future of luxury travel and business tourism in Saudi Arabia is being shaped by several key trends, driven by shifting consumer behavior and evolving expectations. Travelers today are seeking experiences that are not only luxurious but also deeply customized to their individual preferences. This shift is particularly evident in Saudi Arabia, where the combination of rich cultural heritage and modern luxury creates a perfect environment for bespoke travel experiences.
Sharing insights gained over years of experience, Zeina Sleiman, Business Etiquette & International Protocol Consultant & Trainer, emphasizes, “To attract and serve Saudi luxury travelers, it’s crucial to prioritize highly customized and exclusive experiences that resonate with their cultural values and preferences. Privacy, bespoke services, and meticulous attention to detail are key to meeting the expectations of this discerning clientele. Equally important is showcasing cultural awareness by honoring traditions and ensuring service that is seamless, discreet, and anticipates needs without being intrusive.
Julie Lewis, Speaker-Explorer-Author, Mountain High, concurs “Aiming to attract and serve Saudi luxury travelers requires a dedicated focus on delivering personalized, culturally respectful, and high-quality experiences. Understanding their preferences and values—such as privacy, exclusivity, and a deep appreciation for tradition—is essential. Companies should invest in training their staff to provide exceptional service that meets these expectations and incorporate elements of Saudi culture into their offerings. Additionally, offering seamless digital services from booking to in-destination experiences and aligning with the latest luxury trends like wellness and sustainability will enable companies to stand out in this competitive market.”
Daniel Ponzo – Managing Director, Zahid Travel Group, offers strategic advice, “Companies must curate a selection of top-tier suppliers to ensure high-quality service at every touchpoint, with a strong emphasis on attention to detail and discretion. Providing exclusive access to unique experiences and events is essential, as is crafting experiences that authentically reflect local culture and heritage, offering depth and authenticity that resonates with discerning travellers.”
Puneet Kumar, Director, South Asia & Middle East at Hong Kong Tourism Board highlighted the measures his organization takes to attract travellers “Saudi travellers primarily do trip planning and obtain travel information via the internet, watching videos, tapping into social media and looking at trip planning websites. We are ensuring that we provide ample information by partnering with various OTAs in GCC and Saudi Arabia to increase destination information and visibility for Hong Kong, working with them to create specifically crafted packages and itineraries.”
Corina Goetz – Founder & CEO, Star-CaT Ltd. reiterates, “To effectively attract and serve Saudi luxury travelers, it’s essential to do your homework—take the time to deeply understand Saudi culture, etiquette, and the nuances that set these travelers apart from European or U.S. clientele. Tailoring your approach to meet their unique expectations and preferences is key to delivering an exceptional experience that resonates with this distinct market. From offering personalized services to providing culturally appropriate accommodations, companies that prioritize these elements will build long-term trust and loyalty with Saudi luxury travelers.”
Destinations like Hong Kong are gaining increasing popularity in Saudi Arabia. Puneet Kumar, Director for South Asia & Middle East at the Hong Kong Tourism Board, highlights Hong Kong’s appeal for Saudi travelers: “As Saudi travelers increasingly seek unique, premium experiences, Hong Kong stands out as the ideal destination. Our city blends tradition with modernity, offering a mix of urban and natural attractions. From breathtaking skyline tours by land, sea, or air to Michelin-star dining and family-friendly activities at Hong Kong Disneyland and Ocean Park, Hong Kong provides an exclusive and diverse experience like no other.
“To cater specifically to the needs of Saudi travelers, we’ve developed the Travel in Luxe guide, which includes curated experiences such as helicopter tours, VIP access to Disneyland, private museum tours, and personalized shopping trips. Additionally, we’ve worked extensively with fine dining establishments to offer Halal-certified options, ensuring a comfortable and luxurious stay for our Muslim visitors.” He further adds.
Sidh NC, Director, QnA International, concludes, “Over the years, the number of outbound travelers from Saudi Arabia has been skyrocketing, as the Saudi citizens explore the world. The Kingdom of Saudi Arabia, a major player in the Middle East and North Africa, is rapidly evolving with its Vision 2030 initiative. QnA International takes pride in presenting the premier Kingdom Business & Luxury Travel (KBLT) Congress, a unique closed-door platform designed to ‘Connect the World to Saudi Arabian Buyers’ and redefine the travel and tourism industry in the Kingdom. We are confident that the KBLT Congress will forge partnerships between global travel suppliers—including hotels, destinations, cruise liners, airlines, and more—and top Saudi buyers, aligning with the Kingdom’s growing demand for high-end travel experiences and infrastructure development.”
For those looking to expand their footprint in the Middle East and mainly in Saudi Arabia, this event is a must-attend, providing valuable knowledge and connections that can drive business success.
سياحة
Masarra Marks a Milestone Year of Growth, Innovation, Service Excellence, and Global Partnerships
From a bold idea to a trusted name in destination management – Masarra celebrates its first anniversary with a story defined by innovation, expansion, and impact.
In just twelve months, the Abu Dhabi–based Destination Management Company (DMC) has launched a new B2B reservations portal, now offering a live portfolio of nearly 850 products and more than 500 hotels, and has forged partnerships across Europe, the GCC, and Asia – positioning itself among the UAE’s most dynamic and forward-thinking DMCs.
A Vision Brought to Life
Established in Abu Dhabi with a mission to showcase the UAE through authentic, seamlessly delivered experiences, Masarra has spent its first year transforming that vision into measurable milestones.
“Our first year has been defined by progress – building digital foundations, trusted partnerships, and a diverse product network that reflects the true spirit of the UAE,” said Asif Parkar, General Manager of Masarra. “We are proud to support Abu Dhabi’s tourism vision through innovation, collaboration, and service excellence.”
Digital Transformation: Connecting the World to the UAE
A cornerstone of Masarra’s success has been the launch of its new B2B trade reservations portal – a powerful, future-ready platform that delivers real-time connectivity to the global travel trade.
Now live with dynamic rates and API integrations, the system allows partners worldwide to access Masarra’s full inventory of curated packages, hotels, services, and experiences with seamless efficiency.
The portal embodies Masarra’s digital-first mindset, simplifying operations, accelerating contracting, and setting new standards for scalability across the regional DMC landscape. Future enhancements will include AI-powered tools to personalize and optimize the user journey.
Innovation on the Ground: Building Experiences with Heart
Masarra’s product portfolio has rapidly expanded to include nearly 850 experiences across Abu Dhabi, Dubai, and the Northern Emirates – spanning desert adventures, island escapes, family travel, MICE programs, accommodation, and cultural journeys that capture the UAE’s essence.
The Masarra Signature Collection, launched this year, marks a new chapter in cultural travel — featuring experiences such as the Emirati-led Ladies-Only City Tour, the Emirati Farm & Rural Heritage Experience, Emirati Homes & Hospitality, and Culinary Journeys — each deeply rooted in Emirati storytelling, tradition, and hospitality.
With over 430 hotels live and 70+ direct partnerships representing more than 22,000 keys, Masarra now offers a comprehensive accommodation network in the UAE, collaborating with global names including Hilton, Marriott, Accor, IHG, Hyatt, Shangri-La, Anantara, Rotana, and Jumeirah.
Global Reach & MICE Momentum
Masarra’s footprint now extends well beyond the UAE’s borders. Over the past year, the company participated in leading international trade events, including ATM, ITB, WTM, and IBTM, while hosting roadshows and sales missions across Europe, the GCC, and Asia.
These initiatives have helped highlight Abu Dhabi as a world-class tourism destination, while building a strong network of global B2B partnerships and successfully operating multiple MICE programs in the capital – supporting incentive groups and corporate travellers attending major events such as Formula 1®, UFC, and leading cultural festivals.
“Our first year proved that presenting Abu Dhabi through a fresh lens by highlighting its hidden gems, diverse products, and authentic experiences, drives curiosity and fuels growth for the emirate and the wider UAE,” said Milanka Vukovic, Senior Director of Sales & Business Development. “As we look ahead, we’re focused on deepening partnerships across the tourism ecosystem – from local partners to international tour operators – to continue inspiring travellers and driving sustained growth for Abu Dhabi and the wider UAE.”
Reimagining the Guest Experience
Masarra also redefined the traditional concept of hotel tour desks through the launch of innovative destination experience lounges across leading Yas Island and Abu Dhabi properties.
These lounge-style spaces replace the conventional sales counter setup, fostering open interaction between guests and travel consultants. Featuring interactive VR previews, touchscreen kiosks that showcase a wide range of experiences, and gamified activations, the lounges transform how guests discover and book experiences – blending technology, storytelling, and hospitality into one seamless encounter.
Looking Ahead
The year ahead promises continued innovation. Masarra is preparing to unveil a signature desert camp experience in Abu Dhabi, designed as a premium retreat that blends sustainable glamping, Emirati storytelling, and astronomy under the desert sky. The company will also expand its multi-emirate itineraries, including UAE Grand Tour and Coastal Escape, further enriching its portfolio of curated experiences across the Emirates.
Masarra will also deepen its digital ecosystem by enhancing technology capabilities and leveraging AI to elevate client experience and improve back-office efficiency. In addition, a new transactional B2C website is set to go live in early 2026, expanding Masarra’s reach to directly serve end consumers alongside its growing global trade network.
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