Strengthening the capacities of individuals and institutions working in the fields of tourism media, heritage conservation and antiquities, by providing integrated training programs that achieve the goals of tourism and cultural development in cooperation with educational entities and highly experienced institutions, including in-person training, e-training, interactive workshops, and field visits.

Highlighting the cultural and civilizational face of the Kingdom, by producing media content that highlights the cultural and human diversity in the Kingdom through organizing events and exhibitions that highlight the national heritage with a global vision that showcases Saudi values and its ancient heritage.

Awareness projects and initiatives that introduce archaeological sites, contribute to attracting tourists, promote national belonging, spread cultural and tourism awareness, highlight the Kingdom's archaeological treasures, and support digital content that tells the story and documents the place.

Building quality projects that promote cultural awareness and integrate heritage, tourism and media into daily life, enriching the community experience, enhancing national belonging, stimulating interaction and creativity, improving the visitor experience and supporting the well-being of the community. 

Building strategic partnerships with the public and private sectors to develop viable tourism and archaeology products by opening innovative and sustainable investment opportunities that support the development of the tourism and archaeology media sector.