The National Heritage and Folklore Festival at Janadriya marks a milestone today as King Abdullah, Custodian of the Two Holy Mosques, oversees the opening of the event's 25th edition, marking a quarter century of the annual celebration of everything Saudi. As befits the silver anniversary of Janadriya, this year's event is bigger and better than ever before, featuring a significant presence on the part of France, this year's guest of honor, which is hosting its own pavilion designed to bring a little bit of the Parisian street scene to the Saudi desert – no small feat, indeed. While there is always plenty of local interest in the annual expo, the time may have arrived to put Janadriya on the schedule of international events designed to draw crowds from both around the region and around the world. Interest in Saudi Arabia has only increased in recent years and with the new availability of tourism visas to visitors from outside the region, Janadriya is the perfect platform for presenting all facets of Saudi society to an interested, international public. The international attention focused on the opening of KAUST, the emergence of Saudi women as a force in society, the awarding of the Arab Booker prize to a Saudi writer and, most especially, the international standing of King Abdullah as he steers the Kingdom into an increasingly respected role in the global political, economic and cultural milieu, combine to make future editions of the Janadriya festival a perfect vehicle for a PR campaign to bring the Kingdom to the world. Bring the world press. Bring political leaders. Bring artists, writers and musicians for a massive cultural exchange, the likes of which have never been seen in the Kingdom. Make Janadriya not only for the Saudis but also for the world. __
