The ongoing Souk Okaz cultural festival in Taif reflects the Kingdom's culture, dating back to several years. It demonstrates the important role of culture in an individual's life and how it influences his or her behavior and emotional characteristics. Souk Okaz, which attracts visitors from all over the Arab world, is given due importance by the Kingdom as a rich cultural experience, rather than for any ceremonial reasons. The Kingdom is well aware of the citizens' constant quest for knowledge and intellectual activity. With Saudi Arabia enjoying such rich cultural diversity, the festival is an ideal platform for art and heritage, inspiring the hordes of enthusiastic visitors. The Kingdom is doing its best to ensure that art continues to flourish through such festivals as Souk Okaz. It is contributing in every way it can to strengthen the emotional link between an individual and his/her cultural heritage. In this respect, it is important to note that Prince Sultan bin Salman, the President of the Saudi Commission for Tourism and National Heritage, has said that Souk Okaz is set for a major development, under the instructions of King Salman. This particularly applies to the role of Souk Okaz in safeguarding the Arabic language, in which the Holy Quran has been revealed. When the people of the Arabian Peninsula were reading and hearing the Seven Odes/the Seven Arabian Poems and the poetry of pre-Islamic Arab poets, there was a profound understanding of a sophisticated language. Prince Sultan further noted that the success achieved in the latest version of Souk Okaz is attributable to the Grace of Allah Almighty, and to the efforts of Makkah Governor Prince Khaled Al-Faisal. He had organized the inaugural ceremony in a grand manner, highlighting the Kingdom's heritage, with the help of young men from Taif. "What you see today is just the beginning. We are going to construct a Souk Okaz city, with tourist facilities, Prince Sultan said. It will be a great tribute to this historical cultural festival.
