The Sustainable Agricultural Rural Development Programme, Reef Saudi, has announced the launch of the Our Winter is Rural initiative during the Rural Village Agricultural Fair – Ghee and Honey event at the Ministry’s headquarters in Riyadh from January 6 to 10, 2025.

 

Reef Saudi is a programme under the Ministry of Environment, Water, and Agriculture, aimed at fostering sustainable development, reported Saudigazette.

 

Our Winter is Rural initiative seeks to showcase the natural beauty and cultural diversity of Saudi Arabia while positioning the country’s rural regions as tourist destinations that reflect the richness of local heritage and economic development opportunities.

 

It also highlights local products, such as ghee and honey, supported by the programme, which are integral to the identity of Saudi rural life and contribute to the national economy.

 

Ghassan Bakri, Secretary General of the Reef Saudi Programme, stated: “Our Winter is Rural is an opportunity to present the exceptional tourism experiences Saudi rural areas offer, blending natural beauty with vibrant local culture. The initiative aims to empower rural communities and strengthen their role in achieving sustainable development goals in alignment with Saudi Vision 2030.”

 

He added that the Rural Village Agricultural Fair – Ghee and Honey event allows visitors to explore success stories from Saudi rural communities, discover distinctive local products, and experience authentic and innovative rural tourism.

 

Saudi Arabia has emerged as a global destination for rural tourism, offering diverse climates and landscapes that cater to visitors and tourists seeking experiences.

 

Official statistics indicate growing international interest in Saudi rural regions due to their unique features, making them a key highlight on the global tourism map.

 

The Reef Saudi Programme has been recognised by the Food and Agriculture Organisation of the United Nations (FAO) as the largest global development programme in its field.

 

To date, it has supported over 77,000 agricultural projects, achieving more than 65 per cent of its targets and significantly contributing to job creation in rural communities.