Riyadh, Rajab 17, 1437, April 24, 2016, SPA -- Prince Sultan bin Salman bin Abdulaziz, President of Tourism and National Heritage authority, launched here today the Pro-Umrah Program, a key channel of "The Kingdom is Muslims Destination" initiative, which was proposed by the authority several years ago. In press remarks following the launch ceremony in Riyadh today, Prince Sultan bin Salman bin Abdulaziz said the program aims at providing yet another chance for Umrah (minor Hajj) performers to see the landmarks of the country, Islamic historic sites, touristy attractive places and shopping centers. They might also opt to make cultural, medical, educational and marketing tours, visit exhibitions and attend conferences after having completed their Umrah trips, he added. He said the main objective of the "The Kingdom is Muslims Destination" initiative, is to transfer the concept of The Kingdom as Muslims Gibla (direction towards which Muslims turn their faces while praying) to Muslims "where to go" destination. We also want to religiously, culturally and emotionally tightly-link a Muslim to his Muslim roots, he added. It is never a just economic or financial project, he stated. He explained that several years of preparations were spent to establish and put the final touches with the pertinent authorities who would be involved to host a foreign Muslim who have completed his Umrah program and would like to see more about the home of the two holy mosques. He cited the procedure of automatic transference of a Umrah visa to a touristy one as one as once that was subject to discussion with several agencies. Non-Umrah visa holders could also avail themselves of the opportunity to join the post-Umrah program, citing business visitors, and GCC citizens. He said the program, which will mainly be implemented by his organization in addition to the ministries of foreign affairs, interior and Hajj, was strictly supervised by the Custodian of the Two Holy Mosques King Salman bin Abdulaziz Al Saud. At the launch ceremony, Prince Sultan bin Salman signed agreements with the relevant governmental bodies to make the program a reality. --SPA 18:47 LOCAL TIME 15:47 GMT www.spa.gov.sa/w