Saudi Arabia opened the 10th Saudi Coffee Festival, one of the major marketing outlets for premium coffee beans, referred to as Khawlani, in the Jazan region. Coffee is an important tourist attraction for the area, highlighting the Kingdoms most mountainous regions and its culture and traditions. More than 100 farmers are preparing to display more than 500 tons of the finest types of Saudi coffee. CEO of the Saudi Coffee Festival, Mufarh al-Malki, said that the al-Dayer governorate was delighted to host the annual festival and represent a product that embodies a tremendous economic boon for the Kingdom. The annual festival is organized by the regions Ministry of Environment, Water, and Agriculture. Last year, the Public Investment Fund (PIF) launched the Saudi Coffee Company to promote the Kingdoms coffee beans. PIF said the Company would support the national coffee industry through the entire supply chain and play a key role in developing products in the southern Jazan region, home to the Coffea Arabica. The Saudi Coffee Company is expected to invest nearly $319 million over the next ten years in the national coffee industry to help boost annual production from 300 to 2,500 tons. In 2022, Saudi Arabia launched the "Year of Saudi Coffee" initiative under the auspices of the Ministry of Culture to support the Quality of Life Program, one of Vision 2030 programs to focus on creating innovative ideas that promote Saudi coffee.