12 hours ago
LONDON, UNITED KINGDOM, 10 AUGUST 2026 - Following the PIF London Championship at Centurion Club, Golf Saudi and strategic partner the Saudi Tourism Authority concluded a four-day interactive activation showcasing leading destinations across the Kingdom and promoting inbound tourism.
Leveraging the global reach of the Ladies European Tour, the joint initiative gave thousands of UK sports fans a closer look at Saudi Arabia's rich culture, renowned hospitality and rapidly expanding golf ecosystem.
At the heart of the tournament village, the activation became one of the leading fan attractions across the four days of competition, from 6 to 9 August. Visitors took part in interactive golf challenges inspired by Golf Saudi's premier courses, including the newly opened Shura Links on the Red Sea coast, Riyadh Golf Club and Royal Greens, while exploring curated travel itineraries featuring Riyadh, AlUla, Diriyah and the Red Sea.
Dalya Katoah, Chief Marketing Officer at Golf Saudi, said:
"Our partnership with the Saudi Tourism Authority at the PIF London Championship provided an exceptional platform to showcase golf as a gateway to discovering Saudi Arabia. By introducing UK audiences to Saudi hospitality, our rich cultural heritage and the Kingdom's leading destinations, we inspired golf fans to extend their experience beyond the tournament and plan their next trip to Saudi Arabia, where they can enjoy a complete range of sporting, leisure and entertainment experiences."
Over the course of the championship, the joint initiative generated strong fan engagement, attracting thousands of entries to an exclusive competition to win a luxury golf trip. Representatives from the tourism and travel sector also engaged directly with visitors interested in travelling to the Kingdom.
The initiative forms part of Golf Saudi's long-term commercial development and sports diplomacy strategy, which harnesses major international sporting events to promote global tourism, attract commercial investment and establish Saudi Arabia as a leading destination on the global sporting map.
As Saudi Arabia continues to expand its portfolio of championship-standard golf courses, luxury resorts and cultural attractions, the momentum generated by the PIF London Championship marks another important milestone in the Kingdom's drive to grow international sports tourism.
Throughout the four-day event, visitors could explore curated travel itineraries spanning a range of destinations, experience authentic Saudi hospitality and take part in interactive golf challenges inspired by Golf Saudi's leading courses, including Shura Links and Riyadh Golf Club. They could also enter an exclusive competition to win a luxury golf getaway to the Kingdom.
As golf continues to grow in popularity worldwide, Saudi Arabia has continued to expand its portfolio of championship-standard golf courses and premium golf experiences as part of a broader, diverse tourism offering that caters to a wide range of interests. By showcasing these experiences at the PIF London Championship, Saudi, Welcome to Arabia and Golf Saudi aim to inspire visitors to choose Saudi Arabia for their next holiday, whether for golf or a distinctive leisure and entertainment experience.
The PIF London Championship takes place at Centurion Club in St Albans, United Kingdom, from 6 to 9 August, with a total prize purse of US$2 million and a field featuring many of the world's leading female golfers, making it one of the premier events on the international golf calendar.
Hourly shuttle buses will operate between St Albans Station and Centurion Club throughout tournament week.
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