Saudi Hub

The Brief 

Our objective was to create an immersive, high-impact experience capable of introducing Saudi Arabia to the Italian travel trade in a disruptive and memorable wayas a natural continuation of the format “Saudi Hub” launched in 2022. The goal was not only to showcase the destination’s diversity and accessibility, but also to foster meaningful connections with tour operators, travel agents, and media, moving beyond traditional formats to inspire, educate, and activate the market.

The Project

We brought this vision to life by transforming a central Milan location into the “Saudi Hub”: a fully branded, multimedia experiential space designed to immerse guests in the sights, sounds, scents, and culture of the destination. 

Over three full days, the Hub became a dynamic platform where storytelling, sensory engagement, and business networking seamlessly coexisted.

Each day was strategically designed to address different audiences and objectives. 

• Dedicated sessions for B2B trade professionals focused on destination training, with in-depth presentations and thematic workshops. These were complemented by one-to-one networking moments, enabling direct connections between Italian tour operators and Saudi stakeholders such as DMCs and DMOs, fostering concrete business opportunities.

  A plenary session was specifically dedicated to MICE and luxury operators, a very important segment for Saudi Arabia.

• Alongside the trade-focused agenda, the experience was enriched with cultural and experiential activations tailored to engage a broader audience of selected guests and media.
• A strong B2C component was also included, playing a key role in increasing awareness of a destination still relatively undiscovered. Dedicated sessions led by selected tour operators helped bring Saudi Arabia closer to end consumers.

From traditional Arabic coffee ceremonies to interactive elements such as wood painting, live demonstrations of local craftsmanship led by Saudi women, and performances of traditional music, every touchpoint was designed to translate the destination into a tangible, memorable experience.

The result was a multi-layered event format capable of combining education, inspiration, and relationship-building, positioning Saudi Arabia not just as a destination to discover, but as a partner to engage with.