As part of the activation of the “Saudi Coffee Year 2022” initiative, more than 500,000 cups of coffee were distributed to pilgrims and workers in the holy sites. Additionally, the initiative included launching the “Incense of the Holy Sites” project.
These initiatives aim to promote Saudi cultural and heritage values by highlighting coffee as a symbol of hospitality and generosity in local culture. They also seek to provide a unique spiritual experience for pilgrims and workers, blending religious ambiance with authentic cultural touches.
These efforts align with the objectives of Saudi Vision 2030, which seeks to enhance national identity and celebrate cultural heritage. Furthermore, these initiatives represent a model of innovation in delivering exceptional services to the guests of Allah, reflecting both authenticity and modernity.
