Abdullah Al-Marei, an associate professor of media at King Khalid University, spoke during the annual event in the city of Abha about ways in which travel journalism can be developed to raise awareness among citizens and help stimulate the tourism industry in villages, cities and resorts across the region.

He said the media can highlight natural, historical, archaeological and other types of tourist attractions using advanced tools and techniques, including films and advertisements, to grab the attention of potential visitors.

Tourism conferences are also important mechanisms for tourism businesses to generate publicity, Al-Marei added, as they introduce delegates, sales teams, tourism agents and affiliated professionals to new programs and initiatives.

The role of travel media has become increasingly important within the Kingdom’s tourism strategy, he said, and is helping to establish the Asir region as a prominent, year-round tourist destination. This requires intensive promotional activity and the development of media products that contribute effectively to introducing and promoting the region and its attractions throughout the year, he added.