RIYADH: Heritage villages across Saudi Arabia’s Baha region are drawing domestic and international visitors this summer as festivals, cultural events and living museums transform centuries-old sites into major tourism attractions, supporting the Kingdom’s drive to expand cultural tourism under Vision 2030.
More than 72 heritage villages and historical sites are being restored and developed through partnerships between government authorities and local communities, preserving Saudi Arabia's cultural identity while creating new economic opportunities for residents through tourism, hospitality and small businesses.
Among the region’s best-known destinations are Dhee Ayn Heritage Village, Bin Raqoush Palace, Bin Allas Fortress, Al-Atawlah, and Al-Abadilahand Al-Mousa Village. Located across Baha’s highlands and the Tihama plain, the sites showcase traditional architecture, local history and ancient civilizations while hosting folkloric performances, traditional games, embroidery and handicraft demonstrations, Arabic calligraphy workshops, heritage clothing exhibitions and local cuisine.
Al-Atawlah Heritage Festival, one of the region’s flagship summer events, runs for 10 days and recreates traditional customs, including bridal processions and hospitality rituals, offering visitors an immersive look at the daily lives and social traditions of earlier generations.
Mahdi Al-Kanani, head of the media committee for Al-Atawlah Heritage Festival, said the villages have become an important pillar of both cultural preservation and tourism development.
“The villages allow visitors to experience the social life of earlier generations and discover the region’s customs, traditional arts and historic professions,” Al-Kanani told Arab News. “They have become an important driver of tourism and support the objectives of Vision 2030.”
Mohammed Lafi, a resident of Baha, said restoration projects have protected the villages’ historic character while improving infrastructure to accommodate growing visitor numbers.
“These projects have preserved the villages’ authentic architectural identity while improving infrastructure and services, transforming them into cultural and tourism destinations without compromising their historical character,” he told Arab News.
Lafi attributed the rise in visitor numbers to improved infrastructure, expanded programming and greater public awareness of the region’s attractions.
“The increase in visitors is driven by the diversity of events, improved services, better roads and facilities, and media efforts that have introduced people to Baha’s heritage villages, farms, rural lodges and unique mountain landscapes,” he said.
He said local communities have played a vital role in the festivals’ success by welcoming visitors, organizing events and promoting traditional crafts and products.
“The people of Baha are partners in this success through their hospitality, participation in organizing events, showcasing local products and preserving the customs and traditions that reflect the authenticity of Saudi society,” he said.
According to Lafi, the summer festivals have also generated business for hotels, restaurants, cafes and family-run enterprises while creating seasonal employment opportunities for young Saudis.
“The festivals give productive families a platform to market their goods and increase their income while offering young people valuable employment opportunities and experience,” he said.
The restoration and activation of Baha’s heritage villages is part of Saudi Arabia’s wider strategy to preserve historic sites while turning them into sustainable cultural and tourism assets that contribute to economic diversification and safeguard the Kingdom’s architectural and cultural heritage for future generations.
