Makkah, 25 Rajab 1447 AH (14 January 2026)

Under the patronage of Prince Saud bin Mishaal bin Abdulaziz, Deputy Governor of Makkah Region, the first Conference on Tourist Guiding and Enriching the Experience opened today at the Ministry of Interior club in Makkah, attended by Sheikh Saad bin Nasser Al-Shethri, adviser at the Royal Court and member of the Council of Senior Scholars, with leading specialists and stakeholders in the tourism sector taking part.

The conference responds to a pressing national need amid the transformation of the Kingdom's tourism sector, which calls for developing professional practice, raising the quality of tourism content and building an integrated guiding system that reflects national identity and serves Vision 2030.

Rasha Mohammed Mahi, chair of the Mubtakiroon Tourism Association, said tourist guiding is no longer a traditional activity but a civilisational front and a national knowledge responsibility that conveys the story of place in a balanced way befitting the Kingdom's history and religious and cultural standing, and reflects the depth of its civilisation and its values of hospitality and generosity. The conference, she said, seeks to raise the quality of tourism content, build the capacity of national talent and create a supportive professional environment for sharing knowledge, discussing challenges and empowering guides.

The association, a specialised non-profit, works to develop the guiding system through training and qualification and by raising awareness of its importance, improving the visitor experience and presenting a complete civilisational picture of the Kingdom as a global tourism destination.

Sheikh Saad Al-Shethri underlined the conference's importance and its role in developing tourist guiding and raising the quality of the visitor experience in Makkah, commending the efforts behind the initiative and its positive impact on the tourism sector.

Conference chair Abdullah bin Ghazi Al-Otaibi said the conference reflects the leadership's commitment to improving the tourism experience in the Kingdom, especially in Makkah, noting that guiding is a key pillar in enriching the visitor experience and conveying the Kingdom's civilisational and cultural image to the world.

The conference targets tourist guides, tourism companies and service providers, relevant government bodies, researchers and academics, investors and entrepreneurs, and those interested in tourism development and innovation, with the aim of strengthening partnerships, building a sustainable professional network and producing practical recommendations and implementable development initiatives that support national tourism.