Adventures in Saudi: Taste of Aseer has won the prestigious “Culinary Journeys” category at the IGCAT (International Institute of Gastronomy, Culture, Arts and Tourism) International Food Film Menu 2024 awards.  A collaboration between “Saudi, Welcome to Arabia” with the broadcaster CNBC, the film explores the gastronomic heritage of the Aseer region and highlights the diversity of the Kingdom’s landscapes and culture.  With a strong farm-to-table ethos ingrained in the culture, Aseer is known for its cuisine, with traditional methods still in use today.

The film follows first time visitors to Saudi - American travel influencer Mac Candee and his fiancé Mabelle Chedid, as they discover the warm hospitality of the Aseeri people and the deep connection between its land and flavours. The film captures the couple’s awe as they hike through the mist-swirled mountain valleys of Al Soudah, explore centuries-old cooking techniques and taste dishes passed down through generations while visiting a traditional majlis.
The award underscores the nation’s growing reputation as a destination that offers unparalleled hospitality, authentic cultural experiences, and breathtaking natural beauty — elements seen in every aspect of Saudi life, from ancient traditions to modern innovations. The Saudi Tourism Authority (STA) has been at the forefront of these efforts, leveraging international platforms to showcase the unique stories that define the nation’s diverse regions. It builds on STA’s success in bringing global attention to the southwestern province of Aseer, which was named the World Region of Gastronomy 2024 by IGCAT —  the first destination outside Europe to earn the accolade for its commitment to local sustainable development.
The organization’s Food Film Menu project aims to raise awareness about the importance of cultural uniqueness as a step towards averting climate change, placing a spotlight on regions from across the globe and their food heritage. The winning entries were selected by an expert jury, and will be published permanently on IGCAT’s website and on social media.

As Saudi continues to open its doors to the world, the nation invites travelers to embark on a journey that goes beyond the expected. With the introduction of the eVisa program, traveling to Saudi has never been easier. Visitors from 66 countries can now obtain their visas quickly and conveniently online, with special provisions for GCC residents, UK, US, or Schengen visa holders, and residents of the UK, US, or European Union. To learn more and plan your visit, go to VisitSaudi.