April 19, 2025 | Press Release

In a heartfelt celebration of culture, connection, and coffee, the Saudi Tourism Authority (STA) brewed up a one-of-a-kind evening for India’s travel trade and media in Mumbai. The event, aptly named Brewtopia, unfolded at the stylish Soho House and brought Saudi’s legendary hospitality to life through its most beloved ritual — Qahwa, or traditional Arabian coffee.

Designed as an immersive, invite-only gathering, Brewtopia invited travel agents, tour operators, influencers, journalists, and content creators to engage with Saudi Arabia’s coffee culture in an innovative and meaningful way. The multi-sensory evening highlighted the warmth of the ‘Saudi Welcome’ — where heritage, generosity, and the aroma of coffee combine to create unforgettable first impressions.

Central to the experience was a unique coffee session led by Ganga Prabhakar and Pavan Hanbal, founders of Coffee Mechanics and Kana. Attendees watched Saudi Qahwa being brewed using a French press — a familiar method to Indian audiences — before it was ceremoniously poured from a traditional brass Dallah into petite ceramic cups. The fragrant brew was served alongside luscious Medjool dates, symbolising Saudi’s age-old tradition of greeting guests with coffee and sweets.

More than just a beverage tasting, Brewtopia was a cultural bridge. Storytelling segments during the evening revealed the deep roots of coffee in Saudi life, and underscored the shared passion for the beverage that binds Indian and Saudi cultures. The event also served as a networking opportunity, with representatives from the STA India team sharing insights into Saudi’s growing popularity among Indian travellers.

With Riyadh set to host FIFA 2034, and a calendar packed with entertainment festivals, international sporting events, and new tourism initiatives, Saudi is actively positioning itself as a dynamic destination for Indian leisure travellers, wedding planners, and MICE groups. The Brewtopia event underscored the kingdom’s intent to deepen its engagement with India’s travel trade, not just through business, but by fostering genuine cultural understanding.

As Saudi Arabia continues to open its doors wider to the world, experiences like Brewtopia offer a taste — quite literally — of what’s to come.