The Jeddah Municipality's goal is to capitalize on its unique position as the "Gateway to the Two Holy Mosques". Jeddah aspires to be a world-class Islamic Cultural Center as well as a global commercial and tourist destination that enjoys distinctive environmental and human character within the context of a sustainable urban development. The Jeddah Municipality aims to achieve its goals through the development and implementation of flexible and responsive strategic plans which provide Jeddah and its associated governorates and centers with high quality innovative municipal services, as well as enhancing their economic and cultural development. They will develop and direct their capabilities to engage and retain highly motivated talent and make optimal use of cutting edge information technology. To ensure sustainable development, the Jeddah Municipality plans to protect and develop the natural environment, and do their best to ensure the self-continuity of projects & the best use of resources while maximize returns on investments, and develop diversified and growing income sources.