Beyond Pilgrimage: Saudi Arabia Courts Malaysian Tourists with New Destinations & Tech Deals

Kuala Lumpur, Malaysia – November 7, 2025 – Saudi Arabia is embarking on a strategic shift to diversify its tourism offerings, actively seeking to attract leisure travelers – and particularly those from Malaysia – beyond the traditional Hajj and Umrah pilgrimages. The Saudi Tourism Authority (STA) is launching a concerted effort, highlighted by the ‘Saudi Travel Fair 2025’ kicking off in Kuala Lumpur next week, to showcase new destinations, exclusive deals, and a tech-driven travel experience designed to appeal to a broader audience.

For decades, Saudi Arabia’s tourism sector has been heavily reliant on religious tourism. However, driven by the ambitious Vision 2030 plan, the Kingdom is determined to increase the contribution of tourism to GDP from 3% to 10% and welcome 100 million annual visitors by the end of the decade. This requires a significant expansion beyond religious travel, and Malaysia represents a key target market.

“The Malaysian market is incredibly important to us,” says a source within the STA. “Malaysians are avid travelers, and we believe our diverse offerings – from historical sites and cultural experiences to stunning natural landscapes – will resonate strongly with their preferences.”

Beyond Mecca and Medina: Unveiling New Destinations

The ‘Saudi Travel Fair 2025’ will prominently feature destinations beyond the well-trodden paths of Mecca and Medina. AlUla, a UNESCO World Heritage site boasting ancient tombs, breathtaking canyons, and a burgeoning arts scene, is being heavily promoted as a must-visit destination for cultural and adventure seekers. Similarly, the Asir region, with its lush mountains, cool climate, and unique cultural traditions, is being positioned as an appealing alternative for those seeking a different side of Saudi Arabia.

“Traditionally, many people only associate Saudi Arabia with religious sites,” explains a travel industry analyst. “But AlUla and the Asir region offer a completely different experience. They are showcasing a side of the country that many people don’t know exists.”

The push to diversify is proving effective. Recent data shows a growing interest in non-religious tourism to Saudi Arabia, with international tourist arrivals increasing by 18.7% in 2023.

Tech-Driven Travel: Partnerships for Seamless Experiences

Recognizing the evolving preferences of modern travelers, the STA is also leveraging technology to enhance the travel experience. The partnership with Touch N’ Go Digital (TNGD), Malaysia’s leading e-wallet provider, aims to streamline payments and offer exclusive deals to Malaysian tourists. Travelers using TNGD for bookings and purchases in Saudi Arabia will receive a 2% cashback incentive, further incentivizing digital adoption.

“Digital convenience is crucial for today’s travelers,” says another industry expert. “The TNGD partnership is a smart move that will make traveling to Saudi Arabia more seamless and appealing to tech-savvy Malaysians.”

Furthermore, Saudia Airlines is offering exclusive flight deals to Malaysian tourists as part of the promotional campaign, with discounts of up to 25% on select routes. This combined with the TNGD cashback, aims to create a compelling package for potential visitors.

Meeting Malaysian Traveler Preferences

The shift in strategy appears well-aligned with the preferences of Malaysian travelers. According to Tourism Malaysia data, 35% of Malaysians prefer cultural and historical destinations, while 28% are interested in adventure and ecotourism. The emergence of AlUla and the Asir region, with their unique historical and natural attractions, directly caters to these preferences.

“Malaysians are increasingly seeking authentic travel experiences,” explains a travel blogger specializing in Southeast Asian destinations. “They want to immerse themselves in local culture and explore off-the-beaten-path destinations. Saudi Arabia is finally recognizing this demand and adapting its offerings accordingly.”

However, challenges remain. Overcoming preconceived notions about Saudi Arabia and ensuring accessibility to these new destinations are crucial for attracting a wider audience.

“Marketing and education are key,” says the STA source. “We need to showcase the diversity of Saudi Arabia and demonstrate that it’s a safe, welcoming, and accessible destination for all.”

The ‘Saudi Travel Fair 2025’ represents a significant step towards achieving these goals. By showcasing new destinations, leveraging technology, and aligning with the preferences of Malaysian travelers, Saudi Arabia is positioning itself as a compelling and diverse travel destination beyond the realm of religious pilgrimage. The success of this initiative will be a key indicator of the Kingdom’s progress towards achieving its ambitious Vision 2030 tourism goals.

As the industry analyst concluded, “Saudi Arabia is no longer just about holy sites. It’s about history, culture, adventure, and a whole new world waiting to be explored.”