سلام للتواصل الحضاري is a national initiative established in 2015 under the National Committee for the Custodian of the Two Holy Mosques King Abdullah bin Abdulaziz's initiative for dialogue among the followers of different religions and cultures. The brand aims to enhance intercultural communication and improve the perception of Saudi Arabia globally. Salam operates on three primary focus areas: knowledge building, capacity development, and active engagement.

Through knowledge building, it conducts research, issues reports, and develops indicators related to intercultural communication. The capacity development aspect includes various training and qualification programs designed to empower national competencies, enhancing their effectiveness in international forums. Active engagement involves creating diverse initiatives that enable trained individuals to broaden Saudi Arabia's intercultural outreach.

Salam promotes shared human values and aims to solidify the Kingdom's international standing through participatory efforts. Committed to sustainability, inclusivity, and empowerment, Salam encourages community involvement in cultural dialogue activities, fostering a cohesive environment for global interactions