RIYADH: Diriyah Company is showcasing Saudi heritage and culture to a global audience — from a Chinese UNESCO World Heritage Site — through its stand at the Visit Saudi pavilion at the Saudi Travel Expo, which is taking place in Tiantan Park in Beijing.

The initiative is part of a promotional campaign in China, which was inaugurated by Saudi Minister of Tourism Ahmed Al-Khateeb on Thursday.

The minister wrote on his X account: “Visiting the #SaudiTravelFestival in Tiantan, I highlighted this great opportunity to showcase our authentic Saudi values of hospitality and introduce the Kingdom’s diverse tourism destinations to Chinese tourists.”

In another post, Al-Khateeb said: “Saudi and Chinese cultures are connected by shared values like family, tradition, and hospitality. These similarities are at the heart of our relationship. As we continue to build bridges, we welcome friends from China and the world to experience our authentic Arab heritage.”

The Diriyah pavilion provides visitors with distinctive interactive experiences, showcasing the true hospitality of Saudi Arabia by offering traditional Saudi coffee and dates, in addition to inviting attendees to wear traditional clothing while capturing photographs featuring a backdrop of Diriyah.

Visitors can also participate in artistic activities using clay, and explore the art of Arabic calligraphy, all set against a backdrop that embodies authentic Saudi heritage, enhanced by the melodies of the oud musical instrument.

The Saudi Travel Expo continues until Oct. 26 and aims to enhance the perception and awareness of Saudi Arabia’s tourist and historic destinations, as well as its rich culture.

The event serves to highlight the cultural diversity and historic depth of the Kingdom.

It also spotlights engaging offers for visitors, including travel packages that allow them to explore the Kingdom and visit its most significant historic attractions, including Diriyah, as well as experience other delights.

On the sidelines of the festival, Al-Khateeb held meetings with Peter Zheng, CEO of Maoyan Entertainment; Jane Sun, CEO of Trip.com; Rikin Wu, CEO of DidaTravel; and Zhao Qi, chairman of Jin Jiang Group.

The parties discussed and explored opportunities for cooperation and growth in the tourism sector.