CULTURAL STORYTELLING IN SAUDI ARABIA’S TOURISM MARKETING
- Océane Caron
- Sep 23
- 2 min read
Saudi Arabia’s tourism sector is no longer just about showcasing destinations it’s about telling stories. In line with Vision 2030, the Kingdom is redefining its tourism marketing to offer visitors an emotional journey connecting history, heritage, and modernity. Instead of relying solely on scenic imagery or destination highlights, campaigns now immerse travelers in the cultural essence of the Kingdom.
From landscapes to living heritage
The shift in Saudi tourism marketing puts cultural heritage at the heart of its narratives. Initiatives like Saudi Seasons and Visit Saudi embrace authentic storytelling from desert expeditions echoing Bedouin traditions to vibrant souks in Jeddah and the archaeological wonders of AlUla. Every visual and every phrase is designed not just to show a place, but to make the viewer feel its history.
Design as a cultural bridge
Visual identity plays a vital role in tourism storytelling. Campaigns increasingly incorporate Arabic calligraphy, traditional color palettes inspired by the desert, sea, and palm groves, and typography that balances heritage with contemporary appeal. This design approach bridges Saudi identity with global aesthetics, ensuring the message resonates across diverse cultures.
Immersive experiences beyond the screen
Tourism marketing in Saudi Arabia is extending beyond digital content into real-world experiences. Events like Noor Riyadh transform the capital into an open-air art gallery, blending light installations with historical narratives. Pop-up experiences at airports, augmented reality tours, and interactive museum guides turn marketing into part of the journey itself.
Digital storytelling for a global audience in Saudi Arabia
Social media platforms particularly Instagram, TikTok, and YouTube have become powerful amplifiers. Campaigns such as "Welcome to Arabia" leverage short-form videos, influencer partnerships, and behind-the-scenes storytelling to attract younger travelers. Local content creators add authenticity and relatability that traditional advertising can’t match.
Case study – AlUla: the jewel of Saudi storytelling
One of the most compelling examples of cultural storytelling is AlUla. Its marketing combines cinematic visuals, archaeological narratives, and curated visitor experiences. AlUla is not positioned merely as a tourist attraction but as an invitation to join a timeless dialogue between nature, history, and art.
The PEAK Ventures perspective
For brands, tourism boards, and cultural institutions, Saudi Arabia’s approach illustrates the power of merging strategic design with authentic narratives. Cultural storytelling doesn’t just promote a destination it builds emotional connections, brand loyalty, and lasting engagement.
Saudi Arabia’s tourism marketing is becoming a masterclass in cultural storytelling.
At PEAK Ventures, we help brands and institutions craft narratives that honor heritage while captivating modern audiences. Ready to bring your story to life in one of the world’s most dynamic markets? Let’s create it together.
This article was written with the assistance of AI.