In an increasingly interconnected world, countries are turning to an unlikely yet powerful ally in their quest to bolster national and regional marketing and tourism efforts: content creators.
These creators, who wield influence over vast online communities, are proving instrumental in shaping cultural narratives, promoting major events, and driving tourism.
The Middle East, particularly Saudi Arabia, has emerged as a leader in this trend, leveraging the reach and relatability of creators to humanise and amplify their national marketing efforts, with messages that resonates across borders, cultures, and communities.
Role of creators in modern word-of-mouth
Word of mouth has always been a cornerstone of effective marketing, but in the digital age, its dynamics have evolved. Creators represent the new era of word of mouth; from YouTube vloggers to TikTokers, they can engage with their audiences on a deeply personal level.
Their recommendations are seen as authentic while their ability to reach a brand’s, or in this case country’s, target audience at scale makes them the ideal vehicle for promoting national and regional initiatives. Governments and tourism boards in the Gulf are capitalising on this shift.
The Saudi Tourism Authority, Dubai’s Department of Economy and Tourism, and Qatar’s National Tourism Council are just a few examples of regional bodies inviting global creators to explore their cities and share their experiences. These personal stories – told through the lens of a creator – resonate more powerfully with audiences than traditional advertising alone has been able to.
Humanising government communication
In an era where authenticity is paramount, governments are recognising the need to humanise their communication. Rather than relying on formal, impersonal messaging, they are partnering with creators who can present their countries in a relatable and engaging way.
This approach is particularly evident in Saudi Arabia’s recent initiatives. Campaigns like Visit Saudi, Red Sea Global, and Riyadh Season have seen creators from around the world showcase the country’s culture, history, and modern attractions to their followers.
The involvement of creators in these initiatives allows the government to connect with diverse audiences on a more personal level, breaking down any stereotypes and highlighting the country’s unique attributes.
Showcasing cultural relevance
One of the greatest strengths of creators is their ability to demonstrate cultural relevance to their audiences.
Unlike traditional marketing, which tends to rely on a one-size-fits-all approach, creators can tailor their messaging to resonate with specific cultural interests and online communities. This is crucial in a region as diverse as the Gulf, where a generic theme may not appeal to all potential visitors.
For example, Saudi Arabia’s Diriyah and AlUla projects have been promoted by creators who align with these sites’ cultural and historical significance. By partnering with creators who understand and appreciate the local culture, relevant bodies in Saudi Arabia ensure that their campaigns are not only seen but also felt by their target audience.
This strategy is not limited to Saudi Arabia. Dubai’s Expo 2020 and Qatar’s FIFA World Cup also harnessed the power of creators to reach global audiences. These events were not just about promoting a destination; they were about showcasing the host countries’ cultural relevance on the world stage.
By involving creators from all over the world, these nations could ensure that their message was delivered in a way that resonated with people from every cultural background.
Destination marketing: inspiration and community
At the heart of destination marketing lies inspiration. People are inspired by stories, communities, and creators who share their passions and interests. This is why partnering with them is so effective when marketing a destination.
For example, in recent research conducted by Influencer, we found that creator content saw an uplift of 43 per cent in brand favorability and 38 per cent in audience consideration.
Creators are experts at producing relatable and premium content that will present the destination in its most aspirational light. Saudi Arabia’s MDL Beast music festival, for instance, has become a cultural phenomenon, partly due to the influence of creators who attended and shared their experiences.
These creators not only expanded the festival’s reach but also made it more relatable to potential attendees worldwide. Their content provided an insider’s view, turning the event from a distant possibility into a must-attend experience.
Creators drive the power of trust
The effectiveness of creator-led campaigns is underpinned by trust. The Edelman Trust Barometer found that 69 per cent of consumers trust creators, friends, and family more than information coming directly from brands.
This trust translates into influence, with 79 per cent of people’s buying decisions being significantly swayed by user-generated content UGC. Governments and tourism boards are keenly aware of these statistics, which is why they are increasingly turning to creators to lead their commercial campaigns.
By using the right measurement tools, these campaigns can report back on human-centric metrics that truly matter, such as deep engagement like emotion and attention, sentiment, and conversion rates. This data-driven approach ensures that the investment in creators yields tangible results.
Broader trend in the Gulf region
The region has set a precedent for how countries can leverage the power of creators to drive national and regional marketing.
From Saudi Arabia’s ambitious Vision 2030 initiatives to Dubai’s Expo 2020 and Qatar’s FIFA World Cup, creators are at the heart of these efforts, helping to shape cultural narratives and inspire global audiences.
As other nations take note of this trend, it is clear that creators are not just a fleeting phenomenon but an integral part of the future of destination marketing.
By continuing to harness their influence, countries can ensure that their message resonates across borders, cultures, and communities, ultimately driving tourism, economic growth, and global recognition.
By Rabah Assaf, Managing Director, MENA, Influencer.com
