Dr. Fahad Al Jarbo, Assistant Deputy of the Secretary General Marketing, stated that the campaign aims at encouraging Saudi families to spend their holidays in the Kingdom, visiting relatives and strengthening their family ties, while discovering the Kingdom's hidden treasures: "We are hoping to raise the public's awareness, and familiarize them with the potentials of Saudi tourism, encourage tourism service providers and organizers to develop tourism products through offering competitive packages to domestic customers."  Dr. Al-Jarbo stressed on the importance of  prior planning: "Delaying holiday planning is equal to wasting your vacation time, the time which should be spent joyfully with your families."

On the other hand, Dr. Al Jarbo encouraged tourism entities to contact the Tourism Contact Center, through their toll free number 8007550000, and enlist their events, products, and offers.

The campaign is expected to reach 80% of its targeted customers (Saudi and Expatriate Families), in addition to providing information support for tourism events throughout the Kingdom.  As well as building a positive tourism culture, in the Saudi society.