Our Winter is Rural: The Saudi Countryside Becomes a Yearly Success Story

The Kingdom’s “Our Winter is Rural” event is one of the most notable instances of the success of sustainable rural development initiatives, especially as temperatures in various parts of the Kingdom are starting to return to moderate levels. Seasonal rural events continue through the end of March.

We point to recent events, especially in Medina, as one of the examples deserving of attention for its outstanding economic and cultural impact. This event is no longer merely a one-time occurrence but rather an annual occasion that attendees and exhibitors eagerly anticipate.

Cultural and Recreational Activities

The Sustainable Agricultural Rural Development Program, REEF “Saudi Rural,” organised several “Our Winter is Rural” events in various parts of the Kingdom of Saudi Arabia in January and February 2025. Over 25,000 people attended these events, which took place in five major locations—Riyadh, Taif, Qassim, Medina, and Jazan—including locals, tourists, and citizens.

Through showcasing each region’s agricultural and heritage products, the “Our Winter is Rural” event seeks to boost rural tourism and the local economy. During the event, 128 exhibitors representing small farmers and rural families displayed a variety of locally produced goods, such as fresh fruits, natural honey, fragrant oils, and traditional handicrafts that honour each region’s cultural legacy.

The event featured cultural and recreational activities, including folk performances and traditional games, in addition to product displays, offering a full range of entertainment options appropriate for all ages. In an effort to increase awareness of the value of sustainability in the agricultural industry, crafts and sustainable farming methods were also highlighted.

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Celebrating Rural Accomplishments

The Saudi Rural Program’s Assistant Secretary-General for Media and Communications, Majed Al-Buraikan, clarified that the “Our Winter is Rural” event is a reflection of the program’s accomplishments in assisting small farmers and artisans by teaching them contemporary farming techniques. It also supports them in marketing their goods by giving them specialised display platforms.

Besides, he noted that the large number of attendees at the event is indicative of the Saudi public’s interest in and dedication to supporting local goods, which helps to improve the economic viability of rural areas.

Therefore, the significance of the “Our Winter is Rural” event extends beyond promoting local goods and marketing channels; it also involves raising community awareness of the value of rural tourism as a tool for sustainable development.

Villages and fields continue to be at the centre of the Kingdom’s development and cultural landscape. The event, which takes place every season, reaffirms the Kingdom’s commitment to support rural areas and empower their people by fusing heritage identity with economic opportunities.

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