As the 32nd edition of the Arabian Travel Market concludes at the Dubai World Trade Centre, with over 2,800 exhibitors from around the globe, the exhibition once again affirms its role as a key global tourism platform. Among the most prominent highlights was the Saudi Tourism Authority’s stand, which captured the attention of visitors and industry experts alike with its innovative design and immersive interactive experience, executed creatively and seamlessly by Buildup, a leading company in events management, exhibition solution and brand experiences.
This year’s 1,400 square meter stand featured an interactive design that reflected the Kingdom’s tourism vision, richness, and diversity through four main experiential zones. Each area was crafted to the highest global standards, blending authentic cultural elements with modern, immersive design approaches to engage visitors from various backgrounds and cultures.
The first zone featured massive digital screens showcasing Saudi Arabia’s most iconic tourist attractions, with a focus on this year’s theme: positioning Saudi Arabia as a unique summer destination. The second zone offered an interactive virtual journey across the Kingdom, allowing visitors to explore its charm, heritage, and culture through rich and impactful visual content.
The sports platform highlighted Saudi Arabia’s upcoming hosting of the 2034 FIFA World Cup, integrating cutting-edge AI technologies to deliver interactive sports games where visitors could engage with virtual avatars of global stars like Cristiano Ronaldo.
The stand also included a central area dedicated to showcasing the services of over 50 Saudi companies from the tourism, travel, and hospitality sectors. Additionally, a heritage zone celebrated Saudi hospitality, Arabic calligraphy, and traditional crafts. The stand also featured dedicated areas for signing agreements, holding meetings, and welcoming VIP guests.
The overall experience was enhanced by live musical and cultural performances representing different regions of the Kingdom, reflecting the cultural richness and diversity that Saudi Arabia offers to the world.
In this context, Ziad Ghaloul, CEO of Buildup, commented:
“This project was a major challenge due to the tight timeline, but our deep understanding of brand identities and how to translate them into powerful experiences, combined with our team’s extensive expertise in delivering major exhibitions across Saudi Arabia and the region, enabled us to execute successfully.”
He added: “Tourism is a pillar of Saudi Arabia’s Vision 2030, and it was important for us to contribute meaningfully. This stand is not just a structure, it’s a statement reflecting the Kingdom’s openness, hospitality, and promising future. We are honored to have played a role in telling Saudi Arabia’s story on such a global stage and look forward to continuing to push creative boundaries with our partners across the region.”
It is worth noting that Buildup also executed the Saudi Tourism Authority’s stand at last year’s edition of the exhibition, which was awarded “Best Stand for Doing Business” by the event’s organizer.
To read more: ForbesMiddleeast EN, ForbesMiddleEast AR, EmaratAlYoum