Ayla Oasis and Georgia become Gold Sponsors for KBLT 2026

Ayla Oasis in Jordan and Georgia’s Convention and Exhibition Bureau have signed on as Gold Sponsors for the Kingdom Business & Luxury Travel Congress in Riyadh on Sept. 6-7. The move underscores rising competition for Saudi outbound travelers as both destinations push for longer-term business from Saudi buyers.

Why it matters: - Saudi outbound travel spend is heading toward US$30.7 billion in 2026, driven by an estimated 12.3 million international trips. - Ayla Oasis and Georgia are positioning themselves to win more business from Saudi corporate, MICE and luxury travel buyers. - Both destinations are betting that proximity, accessibility and tailored experiences will matter as Saudi travel demand grows.

What happened: - The Kingdom Business & Luxury Travel Congress announced two new Gold Sponsors for its 5th annual edition: Ayla Oasis in Jordan and the Convention and Exhibition Bureau of Georgia. - KBLT 2026 takes place on 6 and 7 September 2026 at the Mövenpick Hotel and Residences Riyadh. - The event will bring together more than 100 pre-qualified Saudi buyers with global travel brands. - KBLT is an invitation-only B2B platform focused on connecting international travel suppliers with Saudi business and luxury travel buyers.

The details: - Ayla Oasis is a Red Sea destination in Aqaba that offers premium hospitality, beaches, golf, marina experiences, dining, wellness and entertainment in one setting. - Ayla sees Saudi Arabia as a natural market because of geographic proximity, cultural familiarity and alignment with Saudi traveler preferences. - Sahl Dudin, managing director of Ayla Oasis, said 2026 is the right time to strengthen the brand’s presence in the Saudi outbound market. - Dudin said KBLT gives Ayla a platform to build stronger relationships with Saudi travel partners and position the destination as a complementary option to Saudi Arabia’s tourism growth. - Georgia said Saudi visits rose 9.1% in 2025, the strongest growth among its Gulf markets. - Georgia also said direct flights and visa-free access already support demand from Saudi travelers. - Levan Japaridze, head of the Convention and Exhibition Bureau of Georgia, said access alone does not convert interest into bookings and that trust and familiarity are the next hurdle. - Georgia is using KBLT to promote meetings, incentives, large-scale events and destination celebrations, not just leisure travel.

Between the lines: - Ayla and Georgia are using KBLT as a relationship-building channel, not a short-term sales event. - The sponsorships reflect a broader shift in Saudi outbound travel: suppliers are competing for repeat business and trade trust, not just first-time exposure. - Georgia’s message suggests the market has moved past awareness and is now focused on conversion among MICE and luxury planners. - Ayla’s positioning shows regional destinations are leaning into nearby, culturally familiar alternatives for Saudi travelers seeking premium experiences.

What's next: - Both sponsors plan to use KBLT to deepen ties with Saudi travel intermediaries and convert interest into bookings. - Ayla is focused on long-term trade partnerships and sustained brand positioning in the Saudi market. - Georgia plans continued participation in Saudi trade platforms, familiarization trips and closer engagement with Saudi planners. - KBLT 2026 is expected to serve as a testing ground for how international destinations convert Saudi outbound demand into durable business.