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Campaign Middle East
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Shantelle Nagarajan
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Brands and tourism in KSA: From vision to investment

Shantelle Nagarajan
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Imagination Saudi’s Sara Faisal shares what Saudi Arabia’s fiscal shift means for brands in tourism and destination development.

brands tourismSara Faisal, Senior Strategist, Imagination Saudi.

The completion of Saudi Arabia’s Fiscal Sustainability Programme in early 2025 marks more than the achievement of a financial target – it signals a critical shift in the Kingdom’s readiness to partner with private-sector brands in shaping its next era of tourism, culture and placemaking.
What began in 2016 as the Fiscal Balance Programme has helped position Saudi Arabia for long-term economic resilience and growth. For brands, this is a rare window: the public sector has laid the groundwork, and now the private sector is being invited to help define the experience layer through culture, entertainment, retail and technology.

A new era for brand-led tourism
With Expo 2030 Riyadh and the FIFA Wo


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Tags:brandsDiriyah GateImagination SaudiinvestmentKing Salman ParkSara FaisalSaudi ArabiaSaudi Arabia’s Fiscal Sustainability ProgrammeSaudiFocusThe Red Sea Projecttourism
the authorShantelle Nagarajan
Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.
All posts byShantelle Nagarajan

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