The Saudi Tourism Authority (STA) recently organized an exceptional event called Brewtopia – A Qahwa Experience, specifically designed for travel trade partners in Bengaluru, India. This prestigious gathering, held at Olive Beach in August, brought together 30 distinguished members of travel trade associations for an exclusive and immersive experience.
The event provided a deep dive into Saudi Arabia’s vibrant coffee culture, allowing participants to savor the unique flavors of Qahwa. The initiative was strategically crafted to boost destination recall, position Saudi coffee as a coveted souvenir, and strengthen trade relationships by offering authentic cultural experiences. The presentation offered a fascinating deep dive into the historical roots of coffee, highlighting Arabia as the original homeland of the world-famous Arabica bean. Attendees were captivated by the exploration of the word “coffee,” which originates from the Arabic term *qahwa*, traditionally meaning “wine of the bean.” This insightful journey into the past also emphasized how Saudi Arabia’s present-day coffee culture is firmly anchored in these ancient practices.
A key highlight of the event was a demonstration of traditional *qahwa* brewing on a stovetop, underscoring the enduring cultural links between India and Saudi Arabia. This method, echoing the spice-infused techniques used in India, reflects the rich history of trade along ancient routes. Under the expert guidance of Ganga and Pavan, founders of Coffee Mechanics and Kana, guests experimented with this unique blend using a French press. The freshly brewed *qahwa* was then served in elegant miniature ceramic cups from a traditional brass *Dallah*, paired with Medjool dates, offering participants a genuine experience of Saudi hospitality, or *Hafawah*, leaving them with a lasting impression of the country’s rich cultural heritage.
Following the immersive *qahwa* appreciation session, attendees transitioned into a dynamic networking event, where travel trade partners eagerly engaged with the Saudi Tourism Authority (STA) team. This interaction provided a platform for in-depth discussions about Saudi Arabia’s diverse offerings, ranging from the bustling urban centers of Riyadh, Jeddah, and Dammam to the unique experiences awaiting travelers in AlUla and Al Baha. The session also highlighted various itineraries that showcase the country’s rich cultural heritage and natural wonders, as well as the streamlined visa processes that make visiting Saudi Arabia more accessible than ever.
The networking session further allowed participants to explore the enhanced airline connectivity between Bengaluru and key Saudi destinations, which has significantly boosted travel opportunities. The STA team emphasized the seamless travel experiences now available, thanks to improved flight options and increased frequencies, making it easier for Indian travelers to discover the allure of Saudi Arabia. This dialogue not only provided practical information but also sparked excitement and curiosity among the trade partners, encouraging them to promote Saudi Arabia as a top travel destination.
In addition to sharing logistical details, the event served as a platform for building and strengthening relationships between STA and its travel trade partners across India. The STA team underscored its commitment to supporting these partnerships through ongoing collaboration and resource sharing. By offering tailored marketing strategies, co-branded campaigns, and continuous engagement, STA aims to empower its partners to effectively showcase Saudi Arabia’s unique appeal to a broader audience. STA’s unwavering dedication to positioning Saudi Arabia as a dynamic and culturally rich destination was evident throughout the event. By fostering strong connections with travel trade partners in Bengaluru and beyond, STA is laying the groundwork for sustained growth in tourism. This initiative not only highlights the country’s diverse attractions but also reinforces the importance of collaboration in driving awareness and interest in Saudi Arabia among Indian travelers.
