Sri Lanka holds tourism roadshow in Saudi Arabia

Sri Lankan Ambassador Ameer Ajwad speaking at the inauguration of the tourism roadshow in Riyadh. (Supplied)
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Updated 24 April 2025
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Sri Lanka holds tourism roadshow in Saudi Arabia

  • Riyadh, Alkhobar events aim to attract Saudi Arabia travelers

The Sri Lankan Embassy in Riyadh has been holding a tourism roadshow in the Kingdom to attract travelers from Saudi Arabia.

The embassy organized the roadshow with the Sri Lanka Tourism Promotion Bureau, with the first event held on Tuesday in Riyadh, and the second on Thursday in Alkhobar.

Sri Lanka’s Ambassador to Saudi Arabia Ameer Ajwad inaugurated the roadshow which included several destination-management companies from both nations.

Ajwad told Arab News on Thursday that the initiative marked a significant new chapter in Sri Lanka’s tourism promotion efforts in Saudi Arabia as it comes after a six-year hiatus.

He urged tourism firms of both nations to collaborate on marketing Sri Lanka. He said Saudi Arabia tourists are expected to spend $25.49 billion by 2027 on overseas travel.

Ajwad said the two nations have strong ties and recently marked 50 years of diplomatic relations.

“As Sri Lanka and Saudi Arabia are promoting the tourism industry in an active manner, both countries have huge potential to collaborate and complement each other in this sector.

“For this purpose, regular interaction between the inbound and outbound tour operators of both countries facilitated by both government authorities, will be helpful,” he added.

Ajwad also launched on Tuesday a dedicated Snapchat account named “Jannat Dunya” in Arabic for the promotion of Sri Lanka tourism in Saudi Arabia.

Addressing the gathering, Sampath Nissanka, managing director of the Sri Lanka Tourism Promotion Bureau, provided an overview of his country’s growing industry.

He said Sri Lanka’s was targeting 5 million arrivals by 2030 with high-end travelers accounting for 50 percent of that figure.

Thusitha Wickramasinghe, country manager for Sri Lankan Airlines, and tourism representatives, highlighted the attractions of the country for travelers.

The attractions include halal eateries, luxury wellness retreats, wildlife safaris and cultural experiences.

A networking session between the visiting top 20 Sri Lankan tourism firms and their Saudi Arabia counterparts took place during the Riyadh event.


Jeddah Book Fair set to showcase rising Saudi literary scene

The event reinforces Saudi Arabia’s position as a cultural hub attracting major publishers, content creators and investors. (SPA
Updated 09 December 2025
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Jeddah Book Fair set to showcase rising Saudi literary scene

  • This year’s cultural program reflects the Kingdom’s heritage, with over 170 events including lectures, panel discussions and workshops

JEDDAH: Saudi Arabia’s Literature, Publishing and Translation Commission is preparing to host the Jeddah Book Fair from Dec. 11 to 20 at Jeddah Superdome, bringing together more than 1,000 local and international publishing houses and agencies from 24 countries across 400 booths. 

Held under the slogan “Jeddah Reads,” the fair is part of the commission’s “Saudi Reads” campaign, which seeks to strengthen the Saudi literary landscape by encouraging reading and creating meaningful engagement between authors and audiences.  

Jeddah Book Fair’s cultural program reflects the Kingdom’s heritage. (Supplied/@saudibookfairs)

Dr. Abdullatif Al-Wasil, CEO of the commission, said the Jeddah Book Fair reflects the leadership’s continued commitment to cultural development and the rapid growth of the Kingdom’s literature, publishing and translation sector.

He highlighted the fair’s interactive programs for publishers, authors, translators and the public, which are designed to enhance content quality, support creative development and foster knowledge partnerships.

HIGHLIGHTS

• Jeddah Book Fair seeks to strengthen the Saudi literary landscape by encouraging reading and creating meaningful engagement between authors and audiences.  

• It will host prominent writers, thinkers and cultural figures from Saudi Arabia and abroad, offering a 10-day schedule of literary, intellectual and scientific events. 

• The fair will continue to support emerging Saudi voices through the Saudi Authors’ Corner for self-published writers.

The event also reinforces Saudi Arabia’s position as a cultural hub attracting major publishers, content creators and investors.

This year’s cultural program reflects the Kingdom’s heritage, with over 170 events including lectures, panel discussions and workshops. A dedicated children’s zone will feature literary and entertainment activities tailored to young visitors, along with competitions to inspire reading and creativity.

The fair will host prominent writers, thinkers and cultural figures from Saudi Arabia and abroad, offering a 10-day schedule of literary, intellectual and scientific events. 

Book-signing stations will give readers the chance to meet their favorite authors, while cultural organizations, community groups and universities will present their latest publications and initiatives.  

A manga and anime zone will highlight collectibles from the genre, alongside specialized books. A discounted books section will also be available to promote wider access to reading.  

The fair will continue to support emerging Saudi voices through the Saudi Authors’ Corner for self-published writers, where hundreds of titles across literary and cultural fields will be showcased, underscoring the fair’s role in nurturing local talent and enriching the Kingdom’s evolving literary scene.