The three-day event concluded at the King Abdullah Financial District under the theme “Red in Progress,” highlighting design innovation and cultural exchange.

The exhibition was inaugurated by senior cultural officials in the Kingdom, reflecting the importance placed on expanding the national design ecosystem.

Attendees included high-profile cultural leaders, representatives from Italy, and designers from both nations who emphasized collaboration and shared creative ambition.

Saudi officials noted that hosting one of the world’s leading design platforms in Riyadh marks a significant milestone for the Kingdom’s expanding creative sector.

They highlighted that the partnership aims to build a long-term design ecosystem grounded in innovation, cultural identity, and global collaboration.

Organizers from Italy emphasized that meaningful design emerges from dialogue and mutual respect between cultures with rich creative histories.

They described the growing Saudi design scene as energetic, forward-thinking, and increasingly influential on the global stage.

Participants stressed that the demand for design in Saudi Arabia is shifting toward deeper and more meaningful concepts that reflect local identity while embracing international innovation.

They said the combination of traditional elements with modern approaches is shaping a new creative language within the Kingdom.

Young designers were encouraged to study their cultural heritage, understand traditional craftsmanship, and use these foundations to create unique contributions to global design.

Speakers advised them not to imitate existing trends but to present new ideas rooted in authenticity and originality.

Sustainability emerged as a central theme throughout the event, with organizers stating that environmental responsibility is now a critical element of modern design.

Industry leaders said sustainability is no longer an optional feature but a core driver shaping the future of architecture, interiors, and product development.

The exhibition featured 38 Italian brands showcasing a wide range of furniture, interiors, materials, lighting solutions, and product innovations.

Visitors were able to explore new design concepts, technical approaches, and creative solutions presented by some of Italy’s leading design houses.

The Architecture and Design Commission introduced its national initiative, “Designed in Saudi,” which highlights emerging Saudi product designers and supports the growth of local talent.

This section of the exhibition showcased new works that combine cultural traditions with contemporary design principles.

A dedicated handicrafts pavilion curated by the Ministry of Culture highlighted the role of traditional artisans in shaping modern creative identity.

The pavilion featured “Nasaj,” an artistic piece incorporating five traditional crafts, produced in collaboration with the Royal Institute for Traditional Arts.

The cultural program accompanying the event included 13 talks and masterclasses led by international and local experts.

The sessions covered topics such as sustainable architecture, urban design, the impact of artificial intelligence on creative industries, and the preservation of traditional craftsmanship.

The opening keynote, titled “Shaping the Future of Design: Milan Meets Riyadh,” brought together Saudi and Italian leaders to discuss the evolving relationship between the two design communities.

Speakers highlighted the importance of cultural dialogue, innovation, and investment in talent as essential pillars for future progress.

With strong participation from both countries, the event concluded with optimism about long-term cooperation between Italy and Saudi Arabia.

Organizers confirmed plans for a follow-up edition, emphasizing that the global design community is increasingly attentive to emerging voices from the Kingdom.

The district’s participation reflects Saudi Arabia’s commitment to showcasing its rich heritage, cultural diversity, and growing tourism potential on the global stage.

Through immersive exhibits, innovative digital experiences, and creative storytelling, Historic Jeddah is positioning itself as a symbol of the Kingdom’s cultural revival and sustainable tourism transformation under Vision 2030.

This year’s showcase continues Jeddah’s presence at the global travel event, reinforcing its reputation as a leading cultural and historical destination.

The exhibition highlights the ongoing revival of Al-Balad as a living museum of Saudi heritage and innovation. The district is unveiling a series of new tourism products and interactive experiences that blend history, art, and technology, offering visitors a deeper appreciation of Jeddah’s role as the gateway to Makkah and Madinah.

Among the highlights is the new Historic Pilgrimage Route, a guided experience that connects ten archaeological sites through immersive storytelling.

This route retraces Jeddah’s legacy as the entry point for millions of pilgrims over centuries, providing insight into the city’s cultural and spiritual importance.

Visitors can also engage with digital displays that bring to life archaeological discoveries through QR codes, allowing them to explore historical narratives, architectural designs, and rare artifacts with modern technological ease.

In addition, special tourism packages are being promoted for the upcoming teamLab Borderless Museum, which combines modern digital art with Jeddah’s deep cultural roots.

This innovative museum represents the intersection of art and heritage, where light, sound, and motion tell stories inspired by the region’s traditions.

Complementing this, Historic Jeddah’s dedicated page on Google Arts and Culture offers global audiences the opportunity to take virtual tours of its landmarks, showcasing the city’s timeless charm to millions of online viewers.

The participation of Historic Jeddah in the London event underscores the Ministry of Culture’s efforts to strengthen the district’s international profile.

More than 40,000 tourism professionals and cultural experts attended last year’s exhibition, making it an ideal platform to highlight Jeddah’s transformation.

The initiative is part of a broader strategic development project launched in 2021 by Crown Prince Mohammed bin Salman, which focuses on reviving and preserving the historic heart of the city.

This ambitious project aligns with the Vision 2030 objectives that seek to protect Saudi Arabia’s architectural heritage while expanding its cultural and tourism sectors.

By merging traditional identity with modern infrastructure, the program aims to make history a key driver of sustainable economic development.

The revitalization of Al-Balad also contributes to cultural tourism, job creation, and community engagement, reinforcing Saudi Arabia’s vision of becoming a top global destination for heritage and leisure.

Located along the Red Sea coast, Historic Jeddah is one of the oldest urban settlements in the region, with a legacy that spans centuries of trade, pilgrimage, and cross-cultural exchange.

Its distinct Hijazi architecture — featuring coral-stone buildings, intricately designed wooden rawasheen, and vibrant souqs — reflects a unique aesthetic that continues to inspire architects and travelers alike.

In recognition of its global importance, Al-Balad was inscribed on the UNESCO World Heritage List in 2014.

The Jeddah Historic District Program, established by the Ministry of Culture in 2018, continues to drive restoration projects, enhance public spaces, and introduce cultural events that celebrate the area’s living heritage.

Through a balance of preservation and innovation, the initiative is breathing new life into old streets, transforming Al-Balad into a hub for art, creativity, and cultural exchange.

As Jeddah shines at the London World Travel Market, its story stands as a testament to Saudi Arabia’s broader transformation — where history, modernity, and sustainability come together to define a new era of cultural tourism.

The city’s revival not only honors its past but also positions it as a beacon of innovation, creativity, and global connectivity.