KARACHI: The Pakistan Travel Mart (PTM) 2025 exhibition, which opened in Karachi on Friday, witnessed a strong presence from Saudi Arabia, with a dedicated pavilion highlighting the Kingdom’s diverse tourism offerings beyond the traditional Hajj and Umrah pilgrimages.
Since 2017, the exhibition has served as a platform for international collaborations and discussions on sustainable tourism development. This year, around 250 companies from 18 countries are participating in the three-day event.
Saudi Arabia’s participation underscores its commitment to promoting the Kingdom as a year-round travel destination and the Saudi pavilion buzzed with activity on the opening day, attracting a large number of visitors who were eager to learn about the Kingdom’s rich cultural heritage, historical sites, and emerging adventure tourism opportunities.
“Saudi [Arabia] is open to the world,” Dr. Omer Ayoub, a director of Saudi travel services provider Albait Guests, told Arab News. “Earlier, it was known to the Pakistani market that people only go for Hajj and Umrah to Saudi [Arabia], but now, today, we are promoting Saudi as a [tourist] destination.”

Representatives from the Saudi Tourism Authority were present at the pavilion to support their Pakistani travel partners, including Al Hudda, Al Khair, Aroma, Dar ul Eimaan, F&S Global, Jas Travels, Meezab Group, Super Travel, Travel Designer and Welcome Travel.
Dr. Ayoub underscored the Kingdom’s tourism potential, citing AlUla’s Nabataean culture and Jeddah’s historical district as well as adventure, cultural and culinary experiences for visitors.
He said a large number of foreigners, including Pakistani expatriates, consider the Kingdom their “second home” and it was important to understand their sentiments to curate relevant travel products.
“We’ve witnessed a great footfall from the local audience,” Dr. Ayoub said. “As you can see, Saudi [pavilion] has captivated the whole attention.”
Dr. Ayoub also spoke about the growing trend of combining MICE (meetings, incentives, conferences and exhibitions) events with Umrah, and emerging destinations like the Red Sea Global project, dubbed as the “Maldives of the region,” that offers coral reef experiences.
Visitors connected with various travel agencies at the exhibition and echoed this sentiment.

“I have come to know many vendors who are working not only for Umrah and Hajj, but also promoting Saudi tourism,” Alishba Shehryar Khan, a Pakistani visitor, told Arab News, expressing excitement about tourist attractions in the Kingdom.
S. M. Fahim, head of digital marketing at the Pakistan International Airlines (PIA), appreciated staff at the Saudi pavilion for their explanation of online services for Hajj and Umrah passengers, including platforms for booking hotels and packages.
“It’s basically ease and comfort to the customers,” he said.

Iqbal A. Sakrani, a director at Super Travel, said he gained “firsthand exposure” to destinations like Balkh and Taif during a familiarization trip arranged by the Saudi Tourism Authority.
“Saudi Arabia is rich culture, heritage destination,” he said, adding his company plans to offer visits to historical sites on Umrah and Hajj trips.
Muhammad Yaqoob Saifi, an official of Saudi travel company Rowaa Golden, shared their plans to offer both religious and leisure tourism packages, including sightseeing tours to AlUla, Taif and Abha.
“This is the first year we will be providing sightseeing along with Umrah and Hajj,” he said, adding that his company has set up camps at these destinations to provide services like food, transportation and accommodation to visitors.