Saudi Summer Roadshow

Target Audience

B2B 

The Brief 

Creating an exclusive opportunity to engage with the Italian travel trade and showcase Saudi Arabia — one of the most fascinating and fast-growing destinations globally — along with tailor-made experiences designed specifically for the Italian market.

The aim is to foster dialogue and exchange between Italian travel agents and tour operators and key local partners — including airlines, hotels, DMCs, and DMOs — through two strategically planned stops, designed to strengthen business relationships and generate new opportunities for collaboration.

The Project

The Saudi Summer Roadshow made stops in Rome and Milan, bringing to Italy an intense and engaging experience of connection between the destination of Saudi Arabia and the local travel trade.

Two content-rich days were designed to bring Saudi Arabia closer to Italian travel professionals through networking moments, training sessions, and in-depth presentations on the destination’s most exciting updates.

The Roadshow offered Italian operators a concrete opportunity to connect with 17 Saudi partners, thanks to a carefully curated agenda of one-to-one meetings aimed at encouraging the exchange of ideas, expertise, and future perspectives.

The events welcomed over 200 industry professionals in evocative venues that reflected the authentic atmosphere and signature hospitality of Saudi Arabia, turning each meeting into a meaningful and personal interaction.

A valuable opportunity that laid the foundation for new collaborations and shared strategies, contributing to the growing visibility and positioning of Saudi Arabia as one of the most dynamic and promising emerging destinations in the global tourism landscape.