Saudi Ministry and Boutique Group to promote rich Saudi cultural heritage
Saudi Arabia’s Ministryof Culture has signed a strategic cooperation agreement with Boutique Group to promote and preserve the Kingdom’s rich cultural heritage through immersive and luxurious experiences.
The agreement was signed in Diriyah
by Noha Kattan, Deputy Minister of Culture for National Partnerships and Talent
Development, and Christophe Mares, CEO of Boutique Group.
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Kattan highlighted that the
partnership reflects the ministry’s broader mission to safeguard Saudi heritage
while inspiring future generations and encouraging global cultural exchange.
“This agreement honors our past while contributing to a future that celebrates
tradition and fosters international creative dialogue,” she said, according to
the Saudi Press Agency.
Boutique Group CEO Christophe Mares
emphasized the company’s commitment to delivering exceptional hospitality
rooted in authentic cultural expression. “Through this collaboration, we aim to
create experiences that reflect the unique identity of each region of Saudi
Arabia—its sounds, visuals, cuisine, and traditions—seamlessly integrated into
the operations of our heritage palaces,” he said.
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The agreement spans multiple
cultural dimensions, with initiatives including the incorporation of
traditional Saudi attire for staff, authentic local cuisine, and palace
interiors enriched with regional design elements. The partnership is set to
transform Saudi heritage into living, luxury experiences that engage both local
and international guests.
The initiative aligns with the
Kingdom’s Vision 2030 strategy, aiming to position culture as a pillar of
national identity and global presence.
Source: Arab News
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