Saudi, Welcome to Arabia – the destination brand of the Saudi Tourism Authority – has partnered with the Esports World Cup (EWC) to put the Kingdom’s culture, heritage and tourism offering in front of a global gaming audience. Running from 7 July to 24 August, EWC brings together players, clubs and communities from more than 100 countries in Riyadh.
Campaign Middle East spoke to Abdullah Aldakhil, spokesperson for the Saudi Tourism Authority (STA), at the event to understand how esports is shaping the Kingdom’s brand story and its ambitions to engage younger audiences.
“If you look at Saudi today, around 70 per cent of the population is below 30, so we are enthusiasts for spor
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