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IKHLAS partners with Saudi Tourism Authority to inspire travellers with Saudi’s new ‘Rethink Summer’ campaign

IKHLAS Chief Executive Officer, Ikhlas Kamarudin and Saudi Tourism Authority’s (STA) President of APAC Markets, Alhasan Aldabbagh after signing a partnership agreement for the ‘Rethink Summer’ campaign in Riyadh, Saudi Arabia.

A tourism destination like no other, Saudi is enticing Malaysian travellers to beat the heat this summer and discover the unique, diverse, getaway destinations of the country and to discover the authentic home of Arabia.

RIYADH – Capital A Berhad’s Ikhlas Com Travel Sdn Bhd (IKHLAS) partners with Saudi Tourism Authority (STA) to launch ‘Rethink Summer’, a seasonal campaign aimed at promoting Saudi to Malaysian travellers as a diverse and unique summer destination. There is something for everyone to enjoy, from the scenic mountains of Taif, the fun beaches of Jeddah, to the cloudy heights of Aseer.

Saudi is the fastest growing destination worldwide today, with a proven capacity to host visitors from the world over, yearlong. The ‘Rethink Summer’ campaign shares the beautiful diversity of Saudi with the world, from the cool, green highlands, to the coasts of the Red Sea and Arabian Gulf.

This summer find your cooler getaway and experience a range of diverse activities ranging from horseback riding at Al Jazeera Equestrian Center to boat and diving trips in Jeddah to discovering the Muftaha village, Al Souda, a mountain park, the Abha Dam Lake and the historic Rijal Al Maa village in Abha to enjoying the panoramic views of the Al Hada Mountains including a visit to the “City of Roses”. Enjoy the scenic views from the heights in a delightful cable car ride from Al Hada where you’ll see the majestic mountains.

IKHLAS Chief Executive Officer, Ikhlas Kamarudin said: “We would like to thank the Saudi Tourism Authority for appointing us to lead the ‘Rethink Summer’ campaign for the Malaysian market. We strongly believe that we can deliver as a strong and trusted partner with AirAsia X (AAX) and a reliable Saudi hotel partner behind us.

“We have high hopes that this partnership will be a sustainable one in efforts to build Saudi as a safe and preferred tourist destination for all Malaysians and beyond by harnessing the expansive AirAsia network.”

With the resumption of direct AAX flights from Kuala Lumpur to Jeddah last November, more than 82,400 Malaysians have flown to Saudi Arabia until May 2023.

Saudi Tourism Authority’s (STA) President of APAC Markets, Alhasan Aldabbagh said: “Saudi’s destination offering is unparalleled. Authentic Arabian culture, rich heritage, diverse landscapes are at the heart of what Saudi offers to the Malaysian travellers. This summer we will have entertainment events that will be special for everyone. Our role is to support our partners like Capital A’s IKHLAS to showcase the new, undiscovered experiences and unlock the wealth of opportunity the destination presents as we embark on our ambitious goal of welcoming 100 million visits by 2030.”

Apart from promoting Umrah, including new attractions, activities and experiences, IKHLAS also aims to create more demand for Saudi Arabia by introducing customizable, do-it-yourself (DIY) travel itineraries allowing travellers to uncover new attractions and destinations across Saudi Arabia.

Saudi Arabia is set to hit significant milestones this year, from the opening of the first three resorts at The Red Sea, the world’s most ambitious, regenerative, luxury tourism development to Sindalah Island, NEOM’s incomparable island destination. Diriyah, the 300-year-old mud city and birthplace of Saudi also recently celebrated the welcoming of one million visitors since its opening in November.

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