In a bid to promote its authentic cultural attractions, Saudi Tourism Authority (STA) recently hosted Brewtopia: A Qahwa Experience for travel trade partners in Bengaluru. 

According to a press statement by STA, this exclusive event saw over 30 members of Indian travel trade associations partake in  an immersive session that decoded taste of Saudi’s rich coffee culture. 

STA says that the event aimed to enhance destination recall, promote Saudi coffee as a sought-after souvenir and fortify trade partnerships through authentic experiences.

Attendees learned about the etymology of the word coffee, tracing back to qahwa, meaning wine of the bean

The event began with a presentation on the origins of coffee as a beverage, which revealed Arabia as the birthplace of the renowned Arabica bean. 

Attendees learned about the etymology of the word coffee, tracing back to qahwa, meaning wine of the bean. They also explored how Saudi’s modern coffee culture is deeply rooted in these ancient traditions, the statement says.

It adds that the event featured a demonstration of traditional qahwa preparation on a stovetop, illustrating the cultural connection between India and Saudi.

STA says that the brewing process mirrors the method used in India, using spices once traded on historic routes. Attendees explored the fusion using a French press under professional guidance. 

The statement adds that once brewed, the qahwa was served in miniature ceramic cups from a traditional brass Dallah, or traditional Arabic coffee pot, paired with Medjool dates, a large, sweet cultivated variety of dates, offering attendees a taste of authentic Saudi hospitality or Hafawah.

The qahwa appreciation was followed by a networking session. STA says the conversations included information on destinations like Riyadh, Jeddah and Dammam, experiences at AlUla and Al Baha, various itineraries, ease of visa, and enhanced airline connectivity with Bengaluru.