Karachi (TDI): Pakistan’s tour operator Aroma Group of Companies hosted a high-profile roadshow in Karachi on Thursday, presenting Saudi Arab’s rising travel destinations, beyond traditional pilgrimage.
Held in the commercial hub of Karachi, the event brought together leading figures from industry, diplomacy, and government. Among them, Sindh’s provincial minister Nasir Hussain Shah was invited as the chief guest.
Speaking at the event, Aroma’s Chairman Naeem Sharif explained that the company is partnering with Visit Saudi to position Saudi Arabia not just as a pilgrimage destination but as a compelling choice for leisure, conferences, business gatherings, and unforgettable travel experiences.
“Saudi Arabia today offers an extraordinary blend of culture, innovation, and natural beauty,” he said.
The presentation highlighted Saudi destinations including AlUla, Qiddiya, the Red Sea coast, Taif, as well as major cities like Riyadh and Jeddah; all part of the Kingdom’s efforts to pivot beyond an oil-based economy and conventional religious tourism under its Vision 2030 reform agenda.
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A key driver of this expansion is the relaxation of visa rules for Pakistani travelers. According to a sales manager of the Saudi Tourism Authority (STA), Pakistan is already among the Kingdom’s top source markets with roughly 2.7 million Pakistani passengers in 2024.
Earlier strict pilgrimage-only rules have been eased: now, visitors can enter via any Saudi airport, exit from any other, stay up to three months (rather than one), and use Umrah visas to explore new destinations beyond the holy cities.
Sindh Minister Shah praised the roadshow as a “testament” to growing cultural cooperation and tourism between the two countries, remarking that the Kingdom’s transformation into a vibrant tourism destination “that embraces its heritage while creating world-class experiences” was heartening.
For Pakistani travelers, this means fresh possibilities, from destination weddings and MICE (meetings, incentives, conferences, exhibitions) to leisure-travel options that were once off the radar.
Aroma’s CEO and former Travel Agents Association chair, Nadeem Sharif, underscored that under Vision 2030, tourism is “increasingly being recognized as a major industry around the world.”
Established in December 2008, The Diplomatic Insight is Pakistan’s premier diplomacy and foreign affairs magazine, available in both digital and print formats.
