The 12th modern edition of the ancient gathering will take on additional significance as it marks the launch of the Saudi Commission for Tourism and National Heritage (SCTH) strategic campaign to publicise and grow the Kingdom’s tourism sector.

Events geared to various Saudi tourism destinations are scheduled throughout the 17-day event and will kickstart the broader tourism campaign. It is expected to draw more than two million tourists annually. Sultan bin Salman bin Abdulaziz, chairman, SCTH, has said that this year's version will be exceptional in the number and diversity of activities.