Melanie de Souza, Executive Director – Destination Marketing, The Royal Commission for AlUla.In our world of branding and marketing, a quote from Margaret Molloy, former global chief marketing officer of Siegel+Gale, resonates deeply: “Some brands enter a market. Others enter a culture.”
This distinction, as subtle as it appears, holds the key to building successful, enduring and impactful brands. It is especially true here in Saudi Arabia, where heritage, spectacular pristine natural assets and a rapidly diversifying socio-economic landscape converge to fuel our tourism ambitions.
To me, ‘culture’ signifies the cultivation of generational values – the things that matter to people and communities over time. As tourism marketers, we recognise our people and our culture are o
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