RIYADH: A film exploring the culinary heritage of Saudi Arabia’s Asir region has won an international award.
“Adventures in Saudi: Taste of Aseer” won the “Culinary Journeys” category at the International Institute of Gastronomy, Culture, Arts and Tourism International Food Film Menu 2024 awards.
A collaboration between Saudi Arabia’s national tourism brand “Saudi, Welcome to Arabia” and broadcaster CNBC, the film explores the gastronomic heritage of the Asir region and highlights the diversity of the Kingdom’s landscapes and culture. With a strong farm-to-table ethos ingrained in its culture, Asir is known for its cuisine, with traditional methods still in use today.
The film follows first time visitors to Saudi — US travel influencer Mac Candee and his fiance, Mabelle Chedid, as they discover the hospitality of the Asiri people and the connections between its land and flavors. The film captures the couple hiking through the mist-swirled mountain valleys of Soudah, exploring centuries-old cooking techniques and tasting dishes passed down through generations while visiting a traditional majlis.
The award highlights the Kingdom’s growing reputation as a destination offering authentic cultural experiences and natural beauty. The Saudi Tourism Authority has been at the forefront of these efforts, using international platforms to showcase stories that highlight the Kingdom’s diverse regions. Asir was named the World Region of Gastronomy 2024 by IGCAT — the first destination outside Europe to earn the accolade.
The organization’s Food Film Menu project aims to raise awareness about the importance of cultural uniqueness as a step toward 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 on IGCAT’s website and social media channels.
The Kingdom is easing travel requirements through the eVisa program. Visitors from 66 countries can now quickly obtain visas online, with special provisions for GCC residents, UK, US, or Schengen visa holders, and residents of the UK, US, or EU.
