The program is being organized by the Riyadh Chamber of Commerce and Industry (RCCI) in association with the Saudi Commission for Tourism and Antiquities (SCTA).
It is estimated that around four million visitors from within the Kingdom as well as the neighboring Gulf states will visit Riyadh during this season. Last year, three million visitors came to the capital during the same period.
"We are happy to host this festival in Riyadh, which is a popular destination for local and regional tourists," RCCI Chairman Abdul Rahman Al-Jeraisy said on Sunday. He added the support given by Prince Sattam bore eloquent testimony to the commitment of the governorate to promote Riyadh as an attractive destination for people living in and out of Saudi Arabia.
Some 1,000 companies attached to the Kingdom's tourist industry will participate in the festival to provide families and others a season full of fun and frolics. "The objective of the monthlong event is to promote Saudi culture, national tourism and economic activities," Al-Jeraisy said.
The chairman said that this was one of the most important festivals in the Kingdom and predicted that the forthcoming event would attract a larger crowd than the previous year.
Most of the malls and shopping complexes in the city will take part in this event, where special discount offers will be given to customers.
Riyadh is often called the “Capital of Festivals,” since it has been the venue for a series of cultural events, including the Janadriyah National Festival of Heritage and Culture and other similar activities organized by the Riyadh municipality throughout the year.
Fahd Al-Othaim, executive chairman of Al-Othaim for Investment and Real Estate Development and proprietor of Al-Othaim Mall in Saudi Arabia, said he was happy that his mall had been chosen as the venue for the launch of the festival. He added that this was a significant event, which would make Riyadh a colorful city where people can enjoy their summer in a fitting manner.
According to the SCTA, there would be a 27.5 percent increase in local tourism during summer festivals to be held in major tourist destinations in the Kingdom.
Recent studies have revealed that there will be around 8.8 million local tourist trips this year. The anticipated income that could be generated this year would be SR10.4 billion against SR8 billion last year — up 31 percent.
During this summer, a number of festivals and programs have been lined up in all parts of the Kingdom under the aegis of the SCTA to ensure an enjoyable family holiday for citizens and residents.
