The Sustainable Agricultural Rural Development Program (Saudi Reef) is launching an initiative in Taif on Wednesday to strengthen rural tourism and revitalize the region’s agricultural and cultural heritage.

The initiative seeks to establish Taif as a premier tourist and heritage destination, strengthen the rural economy, empower local families involved in cottage industries, support farmers, and promote the marketing of their products.

At the World Economic Forum earlier this week, Saudi Tourism Minister Ahmed Al-Khateeb emphasized the crucial role of sustainability in the tourism industry’s continued growth. He highlighted that neglecting environmental protection would ultimately harm the sector, as travelers seek authentic experiences with nature and culture.

“People travel to explore other peoples and cultures and to enjoy nature and the environment,” Al-Khateeb said. “If we don’t protect the environment, presented by nature, people will not travel. We need to ensure sustainability across all sectors — environmentally, economically, and socially.”