By Destinasian

Indonesia: A Key Market for Saudi Tourism

Eyad Jan, who leads the Southeast Asia Market Unit at the Saudi Tourism Authority (STA), expresses strong confidence in the growing interest of Indonesian travelers toward Saudi Arabia. This optimism stems from the substantial number of Indonesians who visit the Kingdom for Umrah and Hajj pilgrimages each year.

However, Jan emphasizes that Saudi Arabia offers much more than religious travel. With Indonesia’s rising generation of tech-savvy young explorers, the country’s diverse destinations hold tremendous potential for further discovery by Indonesian tourists.

The Kingdom is now positioning itself as an inclusive travel destination, leveraging the shared values and cultural connections between the two nations. Jan hopes that every Indonesian visitor will feel the comfort of being in a home away from home.

Why Indonesia Matters to Saudi Tourism

According to Jan, Indonesia represents a strategic market for several compelling reasons. Beyond robust promotional efforts, the demographic alignment between the two countries is striking. Saudi Arabia has a youthful population, with approximately 70% under 55 years old. Similarly, Indonesia boasts a large, enthusiastic young generation that is digitally connected and highly active on social media platforms.

These young travelers constantly seek new destinations, and Saudi Arabia delivers diverse experiences ranging from sports and entertainment to cultural heritage, luxury accommodations, and leisure activities.

The Kingdom features heritage sites, premium hotels including Six Senses and St. Regis, along with various unique experiences. Indonesian visitors feel particularly comfortable in Saudi Arabia due to shared values, cultural similarities, and mutual respect.

The Saudi Tourism Authority established its Jakarta office in late 2023, and has since actively conducted roadshows, networking events, and various activities across 11 Indonesian cities. This year marked the second annual Visit Saudi Travel Fair, featuring 18 exhibitors from travel agencies, airlines, banks, and other sectors.

Reshaping Perceptions: Saudi for Everyone

When asked about repositioning Saudi Arabia beyond its identity as primarily an Umrah destination, Jan explains that initial market research revealed a key challenge: the perception that Saudi Arabia caters exclusively to religious travelers.

The Kingdom welcomes everyone—Muslims and non-Muslims, solo travelers, families, and groups alike. Visitors coming for Umrah experience beautiful spiritual journeys, while those arriving for leisure find everything from culture and entertainment to world-class sports facilities.

For purely non-religious tourism, cities like Riyadh, AlUla, and Jeddah offer exceptional combinations of culture, entertainment, gastronomy, wellness, and luxurious experiences.

Saudi Arabia boasts eight World Heritage sites, deserts, beautiful beaches, and mountain ranges—attractions that appeal to Indonesian tourists across all segments.

Umrah visa holders can now explore destinations like AlUla or Riyadh, while tourist visa holders can also perform Umrah. (Not all areas of AlUla are restricted to Muslims; restricted zones are clearly marked with fencing.)

Sports, Entertainment, and Special Occasions

The Kingdom positions itself as a global hub for sports and entertainment. Recent highlights include hosting the Esports World Cup in Riyadh, Formula One racing in Jeddah, and the upcoming opening of a major Six Flags theme park. Looking ahead, Saudi Arabia will host Expo 2030 and the 2034 FIFA World Cup.

Jan also mentions the development of honeymoon and wedding tourism sectors. Couples can choose wedding packages that include ceremonies in Makkah or Madinah followed by honeymoons in AlUla or the Red Sea region.

Additionally, the Kingdom offers complimentary 4-day stopover visas for transit passengers, allowing them to explore the country during their layover.

Recommended Destinations and Itineraries

Given Saudi Arabia’s vast size, Jan notes that even a month might not suffice to explore all destinations thoroughly.

For spiritual travelers, Makkah and Madinah form the core itinerary, with possible extensions to AlUla, Red Sea, Riyadh, or newer destinations like Al Baha and Aseer. These latter regions offer rich culture and stunning mountain scenery, with summer temperatures reaching only around 20 degrees Celsius.

Currently, Saudi Arabia actively promotes non-religious tourism. Various new destinations have opened with more inclusive concepts, making them attractive additions to modern travelers’ wish lists.

• AlUla: History Meets Luxury

AlUla stands out as a premier destination for those seeking upscale vacation experiences with profound historical significance. From Elephant Rock and the ancient sites of Dadan and Hegra to the “open library” of Jabal Ikmah, every corner tells captivating stories from the past.

• Red Sea: An Underwater Paradise

For diving enthusiasts, the Red Sea serves as paradise with remarkable water clarity and biodiversity featuring over 1,200 species.

• Jeddah: Modern Sophistication

Saudi Arabia has gained recognition as a host for major international events, including a Formula 1 race series held in Jeddah at the Jeddah Corniche Circuit, one of the world’s fastest street circuits. Near the racing venue, Jeddah Yacht Club (JYC) stands as an exclusive destination with premium facilities including fine dining restaurants, beach clubs, promenades, and art galleries.

Also in Jeddah, visitors shouldn’t miss Al Balad, the historic district offering iconic traditional architecture and night markets that present captivating local atmospheres.

Strengthening Air Connectivity

Regarding air connectivity between the two countries, Jan emphasizes its critical importance. Currently, four airlines operate direct flights from nine Indonesian cities to Saudi Arabia, including a new route from Batam and seasonal service from Makassar.

The authority collaborates with airlines like Garuda Indonesia, which offers a special 10% discount during the fair. Saudi Airlines provides 35% discounts on domestic flights within the Kingdom.

For indirect flights, partnerships exist with Qatar Airways and Etihad Airways. Qatar Airways now operates direct flights from Doha to Riyadh and AlUla, while Etihad recently launched a route from Medan to Abu Dhabi with connections to various Saudi cities. The 96-hour stopover visa facility makes travel increasingly flexible and appealing for Indonesian tourists.

Original Article:

Syahputra, E. (2025). Trade Talk: Eyad Jan, Southeast Asia Market Unit Senior Director, Saudi Tourism Authority. Destinasian. https://destinasian.co.id/trade-talk-eyad-jan-southeast-asia-market-unit-senior-director-saudi-tourism-authority