Riyadh, September 8, 2026, SPA -- The King Abdulaziz Center for Cultural Communication (KACCC) organized a gathering yesterday under the theme “Tourism Ambassador: A Message and National Identity.”
The gathering explored how national identity shapes visitors’ perceptions of the Kingdom of Saudi Arabia, highlighting the importance of showcasing Saudi values and culture and raising awareness of the Kingdom’s rich cultural heritage. It also emphasized the role of community members as ambassadors for their country and their responsibility to present an authentic reflection of Saudi society and its values.
The gathering also discussed the role of tourism ambassadors in promoting cultural dialogue and building bridges between cultures by fostering respect and tolerance, enhancing mutual understanding, and harnessing tourism experiences as opportunities for cultural exchange and interaction.
Discussions also addressed the role of digital media and social media platforms in shaping perceptions of the Kingdom as a tourist destination.
Participants stressed the importance of creating engaging tourism content and exercising digital responsibility when sharing experiences and information. Such efforts help showcase the Kingdom’s tourism and cultural assets in a positive and credible manner.