KARACHI: Saudi Arabia and Pakistan stepped up efforts to boost travel links on Wednesday as the Saudi Tourism Authority (STA) held a joint roadshow in Karachi to showcase the Kingdom’s expanding tourism offerings under its Vision 2030 plan.

The event, aimed at highlighting Saudi Arabia’s growing potential as a leading global tourism destination and promoting travel opportunities for Pakistani travelers, drew key players from the travel and aviation sectors, corporate representatives and media.

Under Vision 2030, Saudi Arabia, long known as a destination for pilgrims from across the globe, is seeking to reposition itself as a hub for leisure, cultural and adventure experiences.

The Kingdom has launched giga-projects such as Neom, opened up Red Sea resorts, and begun promoting entertainment, corporate incentive travel and destination weddings.

“Saudi Arabia is one of the top destinations for Pakistanis,” said Sofia Al-Khawar, STA’s country manager, addressing the event.

She said the Kingdom was not only focused on religious travel but was also expanding its offerings to leisure, business and events tourism.

“It is a rising destination. It has a lot to offer. Not limited to the religious side, of course, that remains. But your plus element is always your leisure, your vacations, your MICE trips,” she said, referring to meetings, incentives, conferences and exhibitions (MICE).

A special Saudi delegation focused on MICE tourism will visit Pakistan next week, she added, offering “a one-week special bonus discounts” to potential groups.

Muhammad Rafiq Khan, chairman of Bukhari Group of Companies that co-hosted the event, said the collaboration represented a significant opportunity for both nations.

“Saudi Arabia and Pakistan have had deep ties since the very beginning,” he said. “Most people used to travel there for Hajj and Umrah. Now, by the grace of God, the Saudi government and administration have made efforts to develop tourism, and there are many great places in Saudi Arabia worth visiting.”

Khan said Pakistanis were increasingly willing to explore new destinations in the Kingdom beyond the holy sites.

“Every person in the groups we have taken there has enjoyed it immensely, especially the big historic places where the Prophet Muhammad (peace be upon him) stayed or visited, or the old landmarks of Saudi Arabia,” he said.

Shoaib Mohammad, a former Pakistani cricketer who also attended the gathering, said the initiative would open “countless destinations where people can come, enjoy and visit the sacred sites.”

“This is a new opportunity given to the people of Pakistan, which is absolutely great,” he told Arab News.

He recalled his own recent visit, highlighting attractions in Jeddah, including “many amusement spots and play areas for children,” as well as global shopping brands now available in the city.

Osman Butt of Lucky Motors said Saudi Arabia was undergoing rapid transformation with world-class projects that could redefine its tourism sector.

“See, I think Saudi Arabia as of now has never been explored as a tourist destination. So, this would be something new for the world to explore,” he said.

He singled out Taif as “pretty, pretty attractive” and praised the futuristic Neom City project, calling it “next level in the world.”

“I don’t see anything like Neom City in the world happening maybe for the next 40 years,” he added.

The roadshow concluded with networking sessions and presentations aimed at strengthening Pakistan-Saudi travel ties and boosting the flow of tourists between the two countries.