Luxury Fam Trip in Saudi Arabia

Target Audience 

B2B 

The Brief 

During the latest Italian Roadshow by the Saudi Tourism Authority, several DMCs and hotels in Saudi Arabia noticed a growing demand from Italian buyers to experience the destination’s new luxury products firsthand, so they could confidently offer and sell them to their clients, based on their own knowledge and personal evaluation of the experience.

The Project

To meet this demand, just two months later a luxury fam trip was organized specifically for Italian tour operators specializing in high-end travel. The experience allowed them to discover firsthand newly opened properties and products across Riyadh, Jeddah, and the Saudi Red Sea.

Following the trip, the participating tour operators became true ambassadors of the destination:
• Advocacy: Participants shared over 150 social media posts and stories
• Training: Special sessions will be organized for colleagues, travel agents, and end clients to amplify their direct experience
• Product Development: Dedicated packages will be created within the tour operators’ offerings by the end of 2025

A clear example of how listening to demand, building partnerships, and providing hands-on experiences can turn a fam trip into a true business accelerator.