The media and marketing landscape in Saudi Arabia – and across the world, for that matter – is not just evolving, it is undergoing a seismic transformation. This goes far beyond the emergence of new platforms; it represents a profound shift in how brands connect, engage and thrive in markets defined by unprecedented digital adoption and a hunger for authentic narratives.
This dynamic environment – powered by immersive technologies, AI-driven personalisation and consumer demand for not just relevance, but resonance – is ushering in a new era of opportunity, innovation, and engagement.
I’ve had the privilege of navigating the hurdles and opportunities of this landscape as we work to position the Royal Commission for AlUla (RCU) as a unique heritage and cultural destination on the global tourism map. The challenge for destinations such as ours is not just to keep pace, but to lead – showing how culture, heritage and creativity can cut through an era of digital saturation.
Our strategic priorities have evolved to focus on understanding and engaging audiences who are fast adopters of the latest tech and trends. But success doesn’t come from keeping up with new innovations and shifting preferences. Rather, it comes from managing tried-and-true tactics while pushing new avenues to blend creativity with agility.
In today’s competitive landscape, every marketing dollar is precious. Maximising the impact of finite budgets is vital. We continue to see how lasting, impactful amplification of a message is best achieved through organic reach – through the power of earned media, advocacy from trusted sources, and virality.
We can no longer rely on paid promotions alone. Travellers are increasingly prioritising authenticity over a barrage of advertisements and ‘nudges’. Strategies that incorporate the ‘whisper effect’ and peer-to-peer endorsement are critical in building and maintaining connections.
Indeed, Saudi Arabia’s audiences are some of the most digitally engaged in the world, with more than 94 per cent of internet users active on social platforms, and an average of three hours a day spent on social media. Attention spans are short, but expectations are high. Platforms such as TikTok, X and Snapchat are not just entertainment, they are arenas of cultural influence and commerce. For RCU, this is another key opportunity: to craft narratives that are short-form and engaging but still purpose-driven.
Our sector is also maturing fast. When I first arrived in KSA about six years ago, there was a limited pool of experienced professionals working in tourism, though there was strong marketing talent in other industries.
As the ecosystem has matured – in line with the overall growth of tourism and Saudi Arabia’s Vision 2030 plan – this situation has changed rapidly and for the better, with homegrown leaders actively stepping up to fill the gaps. At RCU, this taps into a key priority for us: to develop the next generation of Saudi talent.
By being able to invest in local staff, our industry is strengthening its authenticity, its credibility and its reach. This means we’re able to tell AlUla’s story through voices that resonate deeply with visitors – because no one is better placed to promote Saudi Arabia than its own people.
Looking forward, tourism is poised to be a transformative contributor to the Kingdom’s GDP. Saudi Arabia is already among the fastest-growing travel destinations globally, but growth alone is not a measure of success. What will define us is our ability to deliver tourism that is responsible, regenerative and resonant.
At RCU, that means ensuring every visitor experience not only inspires awe, but also contributes to revitalisation – of the land, communities and culture. By being focused on strategic market priorities, understanding our audiences, harnessing immersive media to blur physical and digital boundaries, and investing in local talent that embraces new ideas and ways of working, we won’t just address the challenges our industry faces, we’ll actively shape the pathway to success.
By Melanie de Souza, Executive Director, Destination Marketing, Royal Commission for AlUla
