At the Arabian Travel Market exhibition in Dubai, the Saudi Tourism Authority and MJS Investment Company signed a memorandum of understanding (MoU) to develop unique tourism experiences for specific segments within the GCC. This collaboration aims to attract tourists to Saudi Arabia through tailored culinary experiences, including Saudi cuisine courses, traditional food sampling, culinary tours, and visits to local factories or restaurants. The MoU aligns with Saudi Vision 2030, which seeks to position Saudi Arabia as a leading destination for exceptional culinary experiences.