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Campaign ME
17-07-2025
- Business
- Campaign ME
The power of imagination: Writing the future of Saudi Arabia
Saudi Arabia has recently emerged as a destination of choice, both for international tourists and its own residents. The UN World Tourism Organisation ranks Saudi Arabia third globally for the highest tourism growth rate in 2024. And while this growth is important on its own, it reflects a much deeper and more multifaceted change: the brand image of Saudi Arabia. Last month, the Saudi Ministry of Tourism issued its annual report, announcing that the number of tourists in 2024 reached 115.9 million. This marks a 69 per cent increase from 2019 and a 112 per cent increase in the share of international tourists who visited Saudi Arabia for leisure and entertainment. The number of domestic tourists has also seen a remarkable increase — 35 per cent over the last three years. But what is driving this change? Simply listing the many important initiatives to advance the tourism sector falls short of providing a convincing answer. The answer lies in the triangular intersection between tourism, technology, and the creative industry. What Saudi Arabia has achieved in the past few years is not the result of reform policies alone — it is the outcome of bold imagination. 'Nations are imagined communities,' states Benedict Anderson, political scientist and author of Imagined Communities (1983), who argues that nations are social constructs imagined into existence through shared language, media, culture, and institutions. Guided by Vision 2030, four key assets are shaping Saudi Arabia today: cultural revival, green tourism, sports and gaming, and a tech-forward identity. What brings these four assets together is a proactive commitment to crafting a well-balanced, tailored, and unique nation brand for a country that has opted for a more challenging route to modernisation. A brand that captures the soul of Arabia; a very unique Saudi soul (روح) that reclaims the past through cultural continuity and writes the future through technology. Saudi Arabia is now home to eight UNESCO World Heritage Sites, comprising seven cultural sites and one natural site, as well as five elements of intangible cultural heritage inscribed on the UNESCO list Najdi Ardah, Al-Qatt Al-Aseeri art, and others. The remarkable transformation of AlUla, which is home to Hegra, Saudi Arabia's first UNESCO site, from its ancient Nabataean roots into a global cultural destination is not only sensational but also captures the essence of the soul of the land of Arabia. What truly distinguishes the Saudi cultural reimagination is the investment in high-tech cultural experiences that marry storytelling with digital heritage and augmented reality. For example, virtual reality (VR)-powered reconstructions are now installed in Diriyah, in northwest Riyadh, allowing visitors to revisit the heart of a historical city that was established in 1446 AD. Moreover, Diriyah's visitors are assisted by AI chatbots that deliver customised insights into Najdi architecture. Under Vision 2030, Saudi Arabia has also adopted various green and sustainable tourism initiatives. Policies such as the Saudi Green Initiative — which comprises 85 activated projects — and Green Riyadh are improving quality of life in both urban and rural areas. They are transforming the lives of Saudis everywhere and reinforcing a sense of national pride. The sports, e-sports, and gaming sector is another key asset in Saudi nation branding. Next week, Saudi Arabia will host the Esports World Cup 2025 in Riyadh. With a line-up of more than 2,000 elite players, more than 25 global titles, and a record-breaking $70m prize pool, this event is set to be the largest esports event in the world. According to the Saudi National Gaming and Esports Strategy, there are approximately 23.5 million gaming enthusiasts in Saudi Arabia, representing 67 per cent of the population and 71 per cent of the GCC gaming community. And while one can adopt a reductionist and limited approach to understanding the impact of gaming in Saudi Arabia, Webedia — in a forthcoming publication — argues that gaming is a social, cultural, and economic force that is transforming the country. This unique Saudi soul puts the creative industry in a challenging position. The question everyone in our industry should be asking is: How can we contribute to the nation branding of Saudi Arabia today in a manner that is culturally sensitive and technologically relevant? The balance is not easy to strike. The challenges and opportunities offered by the intersection between tourism, nation branding, digital technologies and the creative industries are countless. But what is not needed is more tech-savvy solutions that are culturally blind, mimics what is happening elsewhere and most improtantly fails to capture the soul of Saudi Arabia. I first landed in Saudi Arabia on 28 November 2001 — twenty-four years ago. Since then, I have traveled the world. But rarely have I witnessed a change as visionary and layered. Today, it is not just policymakers or strategists who are called to act — but creatives, artists and storytellers — those who can carry this transformation forward and make it known. And many have already stepped up to the responsibility in meaningful ways: Content creators partnering with government entities to design cultural campaigns that reintroduce heritage sites to local and global audiences; Publishers and agencies working with gaming companies to launch branded experiences; Culture-focused influencers given an unfiltered platform to entertain; and Integrated campaigns that connect tourism, sustainability, and Saudi innovation across all activations. But what remains evidently missing is capturing the inspirational and raw stories of the people of Saudi Arabia. This remarkable shift in Saudi Arabia cannot be documented, celebrated, or presented to the world — or to us — unless it is built on creativity that is people-centred; one that speaks the language, understands the regional diversity within the Kingdom, and leverages the talent that is embracing and shaping this unprecedented change. The Saudi success must be told through voices that speak the language of its people, reflect its regions, and celebrate its own distinctive imagination. By George Maktabi, Group Chief Executive Officer at Webedia Arabia
Gulf Insider
13-07-2025
- Gulf Insider
Saudi Arabia Shuts 10 Travel Offices Over Unlicensed Umrah Services
The Saudi Ministry of Tourism has shut down 10 travel service offices in the capital city for operating without proper licenses and organising unauthorised Umrah and visitation packages, in a sweeping enforcement campaign aimed at strengthening regulatory compliance in the tourism sector. According to the ministry, violations included the use of unlicenced vehicles to transport pilgrims, as well as placing them in unauthorised accommodation facilities in Mecca and Medina. The crackdown is part of broader efforts to ensure that tourism-related activities across the Kingdom meet official licensing and operational standards. The inspections specifically targeted agencies that were either operating without permits or conducting activities beyond the scope of their approved services. Officials stressed that such practices pose serious risks to pilgrims and visitors, undermining the quality and safety of Saudi Arabia's growing tourism industry. 'The campaign aims to protect the rights of tourists and visitors while enhancing the overall quality of services in line with the national tourism strategy,' the ministry said in a statement. Legal penalties for violators range from fines of up to SR50,000, with repeat offenders facing sanctions of up to SR1 million, office closures, or both — depending on the severity of the infraction. The ministry urged all tourism operators to comply strictly with the terms of their licenses and called on the public to engage only with officially authorised agencies to ensure safe, reliable travel experiences. Tourists and residents are also encouraged to report violations or complaints related to hospitality services by calling the unified tourism hotline at 930.
Miami Herald
26-05-2025
- Politics
- Miami Herald
Will Saudi Arabia's Alcohol Ban be Lifted? Reports Prompt Flare-Up
Media reports that Saudi Arabia will lift its decades-old ban on alcohol in select tourist zones have prompted the flare-up of a vigorous online debate in the conservative kingdom, with some voices in support and others in strong opposition. Newsweek has contacted the Saudi Ministry of Tourism and the government's Center for International Communication for comment. The government has previously said it has no intention of lifting the ban. The media reports sourced to a government statement and to unidentified authorities come as Saudi Arabia gears up for preparations to host the 2030 World Expo and the 2034 FIFA World Cup. Crown Prince Mohammed bin Salman, a key ally to President Donald Trump, has also pushed to rebrand the country as more moderate to attract foreign tourism, especially to megaprojects such as NEOM. The kingdom has already stirred some backlash for hosting international female performers, but legalizing alcohol would be a more controversial leap. Media reported that the ban on alcohol sales would be lifted at 600 sites this year in an attempt to attract tourists as part of the Gulf state's Vision 2030. "Sales will only happen under controlled environments, with licensed service staff and clear operational rules in place to make sure alcohol is handled responsibly and respectfully," according to a government statement quoted by Metro. The consumption, possession or sale of alcohol are crimes that can lead to jail sentences, fines or flogging. In Islam, consuming alcohol is viewed as haram, meaning it is religiously prohibited. This stance is often supported by a verse in the Quran which refers to intoxicating substances as "the work of Satan" and urges followers to stay away from them. Scholars and religious leaders also refer to the teachings of the Prophet Muhammad and emphasize the harmful consequences associated with alcohol use. Alcohol was banned in 1952 in Saudi Arabia, which is home to Islam's holiest sites, but there is an underground market in illegal alcohol. Prince Khalid bin Bandar bin Sultan Al Saud, ambassador to the United Kingdom, has advised football fans not to expect alcohol at the 2034 World Cup. When Qatar hosted the World Cup in 2022 it had initially said it would ease restrictions on alcohol sales, but reimposed them days before the tournament. A user by the name of Fahad on X: "Alcoholic beverages are present in all countries of the world without exception. Why are they prohibited in the Kingdom? Why not in Mecca or Medina? They are part of the tourism project and our economic project." A user by the name of Elhameed Saeed on X: "That's misinformation. Saudi Arabia hasn't announced any plan to legalize alcohol. The Kingdom is modernizing in many ways - but always within the framework of its Islamic values. Don't confuse development with abandoning principles." A user by the name Jugglerofcats on Reddit: "They won't. After the tickets are sold and hotel bookings made, they'll likely go back on their word like Qatar did a week before the tournament starts." If Saudi Arabia lifts its alcohol ban at some locations, particularly with a view to the hosting of global events, restrictions are likely to remain for local Muslims. Related Articles Images Show Trump Tower Saudi Arabia Planned for 2029Trump Administration Initiated Boeing 747 Deal With QatarWorld's Largest Building Construction Site Shares Development UpdateNew Boss Named for World's Biggest Construction Project 2025 NEWSWEEK DIGITAL LLC.
Newsweek
26-05-2025
- Politics
- Newsweek
Will Saudi Arabia's Alcohol Ban be Lifted? Reports Prompt Flare-Up
Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources. Newsweek AI is in beta. Translations may contain inaccuracies—please refer to the original content. Media reports that Saudi Arabia will lift its decades-old ban on alcohol in select tourist zones have prompted the flare-up of a vigorous online debate in the conservative kingdom, with some voices in support and others in strong opposition. Newsweek has contacted the Saudi Ministry of Tourism and the government's Center for International Communication for comment. The government has previously said it has no intention of lifting the ban. Why It Matters The media reports sourced to a government statement and to unidentified authorities come as Saudi Arabia gears up for preparations to host the 2030 World Expo and the 2034 FIFA World Cup. Crown Prince Mohammed bin Salman, a key ally to President Donald Trump, has also pushed to rebrand the country as more moderate to attract foreign tourism, especially to megaprojects such as NEOM. The kingdom has already stirred some backlash for hosting international female performers, but legalizing alcohol would be a more controversial leap. AI generated image of a glass of beer. AI generated image of a glass of beer. Newsweek What To Know Media reported that the ban on alcohol sales would be lifted at 600 sites this year in an attempt to attract tourists as part of the Gulf state's Vision 2030. "Sales will only happen under controlled environments, with licensed service staff and clear operational rules in place to make sure alcohol is handled responsibly and respectfully," according to a government statement quoted by Metro. The consumption, possession or sale of alcohol are crimes that can lead to jail sentences, fines or flogging. In Islam, consuming alcohol is viewed as haram, meaning it is religiously prohibited. This stance is often supported by a verse in the Quran which refers to intoxicating substances as "the work of Satan" and urges followers to stay away from them. Scholars and religious leaders also refer to the teachings of the Prophet Muhammad and emphasize the harmful consequences associated with alcohol use. Alcohol was banned in 1952 in Saudi Arabia, which is home to Islam's holiest sites, but there is an underground market in illegal alcohol. Prince Khalid bin Bandar bin Sultan Al Saud, ambassador to the United Kingdom, has advised football fans not to expect alcohol at the 2034 World Cup. When Qatar hosted the World Cup in 2022 it had initially said it would ease restrictions on alcohol sales, but reimposed them days before the tournament. What People Are Saying A user by the name of Fahad on X: "Alcoholic beverages are present in all countries of the world without exception. Why are they prohibited in the Kingdom? Why not in Mecca or Medina? They are part of the tourism project and our economic project." A user by the name of Elhameed Saeed on X: "That's misinformation. Saudi Arabia hasn't announced any plan to legalize alcohol. The Kingdom is modernizing in many ways — but always within the framework of its Islamic values. Don't confuse development with abandoning principles." A user by the name Jugglerofcats on Reddit: "They won't. After the tickets are sold and hotel bookings made, they'll likely go back on their word like Qatar did a week before the tournament starts." What Happens Next If Saudi Arabia lifts its alcohol ban at some locations, particularly with a view to the hosting of global events, restrictions are likely to remain for local Muslims.
Gulf Insider
12-04-2025
- Gulf Insider
Hajj 2025: Permit Mandatory for Guests at Mecca Hotels
Saudi authorities have banned hospitality facilities in the Saudi holy city of Mecca from accommodating any guests unless they hold a Hajj permit or a Mecca entry permit for residents during this year's Islamic pilgrimage season. The Saudi Ministry of Tourism has sent an urgent circular to all hospitality facilities in Mecca, stressing that this decision will take effect starting from the first day of the Islamic lunar month of Dhul Qadah, corresponding to April 29, the Okaz newspaper has reported. The paper quoted the ministry as saying that the stipulation is based on concerns for the safety and security of pilgrims and complies with instructions issued by the relevant authorities in the kingdom. The ministry warned that failure to comply with the circular and its provisions will result in the enforcement of the 'harshest penalties' against violators in accordance with the tourism law and its executive regulations. Saudi Arabia has already set April 29 as the final day for Muslim foreigners performing the Umrah rites or lesser pilgrimage in Mecca to leave the country, as the kingdom is stepping up efforts for the upcoming Hajj season. This year's Hajj is due in early June. Hajj is one of Islam's five obligatory duties. Muslims, who can physically and financially afford Hajj, have to perform it at least once in a lifetime.
