Saudi Arabia’s global reputation has seen a significant positive transformation, according to CARMA’s 5th Edition of the Kingdom Reputation Report. The report indicates a notable increase in positive sentiment and a decline in negative media coverage, largely attributed to the country’s Vision 2030 initiatives, economic diversification, and growing soft power.

The latest insights from CARMA’s Report include:

A Surge in Positive Global Sentiment

Positive mainstream media coverage of Saudi Arabia increased by 25% in 2024, compared to the previous year. Since 2020, negative media coverage has declined by 55%, signaling a decisive reputational shift. CARMA’s survey, encompassing respondents from the UK, the USA, India, Singapore, and Russia, revealed that 59% expressed positive sentiment towards Saudi Arabia. Additionally, 37% of respondents reported that their views have become more favourable over the past 12 months.

Vision 2030 Shaping The Narrative

Vision 2030  dominated international discourse in 2024, directly tying into 60% of all global media coverage about Saudi Arabia, the highest share recorded to date. For the first time since 2020, coverage of Saudi Arabia’s economic and social transformation under Vision 2030 has outpaced political discourse.

Events, Tourism and Entertainment Drive Global Interest

Media coverage of Saudi Arabia’s economy rose by 77% in 2024, driven by events like the Future Investment Initiative (FII)LEAP tech conference, and World Defense Show. Tourism and entertainment media coverage increasing by 60% compared to 2023, representing a strong rebound and highlighting Saudi Arabia’s growing appeal as a destination. While overall media volume on sports decreased by 7%, it still accounts for 11% of all media coverage, maintaining its significant influence. High profile sports events, such as the announcement of hosting the 2034 FIFA World Cup, continue to generate headlines and build international connections.

Influencing the Influencers

Influential figures like Cristiano Ronaldo, Neymar, MrBeast, and Elon Musk amplified engagement through their posts, showcasing Saudi Arabia’s evolving cultural, sporting, and entertainment landscape. Saudi Arabia’s leadership emerged as influential figures in global media, widely portrayed in a positive light for driving transformative reforms, advancing landmark mega-projects, and deepening regional diplomacy. The public survey found that 59% of respondents were interested in visiting Saudi Arabia,  60%  would consider doing business there, and 52% were open to working in the Kingdom.

CARMA’s report, which utilizes AI analysis, sentiment tracking, human interpretation, and considers international media, influential social voices, multi-market public surveys, and AI-driven search trends, provides a comprehensive view of Saudi Arabia’s evolving perception.

This shift reflects global recognition of Saudi Arabia’s determined efforts toward economic, social, and cultural reinvention.

More than a place, AMAALA represents a new blueprint for purposeful travel — where wellness, culture, and the natural world converge to create something truly exceptional. Designed as a sanctuary for reconnection, it offers guests a rare opportunity to rediscover what matters most in a world that rarely pauses.

AMAALA’s first chapter is coming to life — from the debut of its eight resorts at Triple Bay, each shaped by a world-leading hospitality and wellness brand, to the unveiling of the AMAALA Yacht Club, a new global icon of coastal elegance. Soon to open, Corallium Marine Life Institute, the region’s pioneering marine life institute, will invite guests to explore and help protect the Red Sea’s vibrant underwater ecosystems.

Whether through advanced longevity therapies, desert meditations, sound healing, or marine discovery, AMAALA offers each traveler a personal journey toward restoration — one that nurtures the body, inspires the mind, and awakens the spirit.

Awaken Life’s Rhythm signals the beginning of a new story — one lived in harmony with nature, guided by culture, and brought to life through world-class design, wellness, and hospitality.

Celebrating AlUla’s timeless landscapes, deep heritage, and flourishing creative scene, the calendar offers a thoughtfully curated blend of heritage, music, art, wellness, sport, gastronomy, and community experiences, reinforcing AlUla’s emergence as one of the region’s most inspiring year-round destinations.

The AlUla Moments 2025-2026 launches in September with the return of AZIMUTH the annual music  event to mark the Saudi National Day weekend, uniting global and regional music talent with immersive performances, and cutting-edge visuals in a celebration of culture and creativity beneath AlUla’s vast open skies.

October brings a renewed focus on wellness, movement, and heritage with the return of AlUla Wellness Festival, a week-long celebration of balance and transformation. Alongside daily yoga sessions, guided meditations, and live performances, the programme introduces for the first time high-energy challenges including the AlUla Half Marathon Road Race, AlUla 24-Hour Endurance Race, AlUla Duathlon, and Ashar Valley Triathlon, alongside iconic fitness sessions with Les Mills, all inviting participants to push their limits amid breathtaking desert landscapes.

Launching in November, The Ancient Kingdoms Festival invites visitors to ‘journey through time’ and experience AlUla’s spectacular ancient sites and stories, brought to life in exciting new ways. From day-time discoveries to after-dark encounters, visitors can step into the world’s largest living museum to explore the extraordinary landscapes shaped by nature, history, and human legacy at the heart of the Incense Road. Highlights include Hegra After Dark , The Incense Road Experience, the epic Hegra Drone Show ‘Stories from the Sky’, Ikmah After Dark and Hegra Candlelit Classics concerts, featuring world-renowned international artists. An unmissable opportunity for visitors to enjoy close encounters on the sites where history was made, celebrating AlUla’s cultural legacy.

In December, Winter at Tantora returns with its beloved blend of music, gastronomy, and heritage celebration. Opening with a tribute to the Saudi Year of Handicrafts and a performance by acclaimed artist Ahlam, this year’s edition features highlights including Shorofat Tantora, Old Town Culinary Voyage, Tantora Old Town Nights, and exclusive fine dining restaurants with the return of Ducasse and Annabel’s, all set against the enchanting backdrop of AlUla’s historic oasis.

The start of 2026 is marked by world-class sporting events that spotlight equestrian excellence and endurance racing. In January, AlUla Desert Polo returns to the purpose-built sand track near AlUla’s sandstone cliffs, drawing elite players and international attention. Later that month, the AlUla Tour brings top international cyclists to the region for a multi-stage UCI Asia Tour race, showcasing AlUla’s dramatic landscapes and rising status in global sport. In February, AlFursan Endurance AlUla challenges the world’s top riders in one of the sport’s most prestigious competitions, while the AlUla Trail Race welcomes athletes from around the globe to tackle one of the region’s most scenic—and demanding—trail courses.

Returning for its fifth edition in January, AlUla Arts Festival celebrates creative expression across disciplines, transforming the landscape into a living gallery. The festival features the fourth edition of Desert X AlUla, a landmark open-air exhibition placing visionary contemporary artworks by Saudi and international artists in the dramatic desert landscape, and a major new exhibition curated by AlUla’s contemporary art museum in collaboration with the renowned Pompidou Centre, Paris. AlJadidah Arts District will again be animated by performances and programming and will feature an exhibition of contemporary AlUla-inspired design. 

The AlUla Moments 2025-2026 calendar reflects the destination’s evolution into a global stage for creative expression, human connection, and extraordinary experiences. It celebrates what makes AlUla truly unique – its culture, nature, and community – and extends a bold invitation for the world to be part of its revitalizing story.

Set against the breathtaking backdrop of AlUla’s rugged terrain, the event offers participants an unforgettable journey through a land of dramatic desert canyons, windswept dunes, lush palm-filled valleys and storied monuments carved by time. With distances of 5km, 10km, 21.1km, and 42.2km, the race is open to all – from experienced marathoners to first-time runners looking to challenge themselves in a truly unique setting.

The event routes showcase some of AlUla’s most iconic landmarks. Runners tackling the 5km, 10km, and 21.1km distances will begin their race at Hegra, Saudi Arabia’s first UNESCO World Heritage Site. The full marathon – 42.2km of grit and glory – begins in Hegra and passes by Maraya, the world’s largest mirrored building and a symbol of AlUla’s contemporary vision.

AlUla Desert Blaze will offer race kits, refreshment zones and finish-line celebrations, that make every step of the race an unforgettable journey of triumph. The event is a cornerstone of the AlUla Moments calendar, part of an ever-evolving lineup of sports, arts, culture, sports and adventure events that offer visitors rare opportunities to connect deeply with themselves and their surroundings.

The campaign — themed “Treat Yourself with a Holsten” — celebrates the joy of everyday indulgence and positions Holsten as the go-to refreshment for life’s well-deserved moments.

The multi-platform campaign is supported by a playful hero film that’s set to captivate the brand’s target audiences. Shot entirely in the Kingdom, Holsten’s campaign centres around a playful storyline.  It all begins with a rumour: Georgina Rodríguez has been spotted visiting a neighbourhood baqala every Monday to pick up her favourite treat — a bottle of Holsten. As the rumour spreads across Riyadh — through living rooms, office breakrooms, social gatherings, and group chats. The campaign humorously taps into the power of word-of-mouth, anticipation, and celebrity fandom — all culminating in a surprise appearance by Georgina herself.

The campaign is anchored by a bold, audience-first strategy that taps into Saudi Arabia’s shifting lifestyle landscape — where premium choices, self-expression, and light-hearted entertainment increasingly define youth culture. The campaign leverages Georgina Rodríguez’s unique persona, which effortlessly bridges global aspiration with emotional accessibility, making her an ideal fit for Holsten’s positioning –  to offer a premium, flavourful treat for everyday accomplishments.

The campaign will roll out across Shahid, TikTok, META, cinemas, and OOH — making Georgina’s Holsten moment truly unmissable.

A Vision Rooted in People and Planet

At the heart of Beyond ONE’s regional strategy is its belief that offices should be human-centred, future-ready, and environmentally responsible. The company’s Dubai HQ — designed with the intention to feel like a “home away from home” — embodies this philosophy. With adaptive workspaces, natural materials, ergonomic design, and energy-conscious features, the HQ has been recognised for its progressive, wellness-first approach.

From hybrid collaboration zones and soft seating lounges to biophilic design and natural light integration, Beyond ONE’s Dubai office has become a benchmark for how modern offices can balance productivity, wellbeing, and sustainability

Riyadh: A Strategic Step Forward

Following the success of its Dubai HQ, Beyond ONE has officially opened the doors to its new Riyadh office, marking a significant milestone in its growth strategy for Saudi Arabia. Home to Virgin Mobile KSA, FRiENDi Mobile and FRiENDi Pay, the new space is tailored to align with Saudi Arabia’s Vision 2030 while reflecting Beyond ONE’s deep-rooted workplace philosophy.

Developed in collaboration with award-winning studio Design by Mahsa (DBM) and executed with regional partners like Compass KSA, Eire Gulf Interior, and Zoluti, the Riyadh office mirrors the group’s commitment to local culture and sustainability. The space is infused with regionally inspired textures and materials, locally sourced resources, native plant gardens, and smart energy systems.

Sustainable by Design

Whether in Dubai or Riyadh, sustainability is a core design pillar. Beyond ONE integrates:

Recycled and locally sourced materials, Energy-efficient lighting and climate systems, Indoor greenery for improved air quality and mood, Flexible, adaptive layouts to support evolving work styles and reduce space waste.

This commitment reflects Beyond ONE’s mission to not only serve digital consumers through cutting-edge services — but to lead by example in how a business should operate in the 21st century.

This is an exclusive opportunity to showcase your most impactful campaigns and gain recognition alongside the industry’s most innovative leaders. 

Have your marketing initiatives: 

Achieved demonstrably superior results, setting new benchmarks for success? 
Pioneered transformative strategies that redefined industry standards? 
Exhibited exceptional creativity, pushing the boundaries of marketing innovation? 

If so, we invite you to elevate your brand’s prestige through the SMARTIES™ KSA Awards, which recognize and celebrate the most groundbreaking marketing campaigns in the kingdom.

Submission On-time Deadline: Secure your advantage by submitting your entry before June 30th, 2025. The final deadline is July 18th, 2025. 

Award Categories: Explore a meticulously designed range of categories, tailored to recognize excellence across diverse marketing disciplines.  To embark on your journey towards industry recognition, please visit here
Showcase Your Marketing Excellence – Submit here!

The UAE’s Federal Climate Change Law, effective from 30 May 2025, and the Saudi Capital Market Authority’s (CMA) directive for ESG reporting are more than compliance requirements – they are the new battleground for business growth and brand dominance.

Regulatory shifts: what’s changing?

The UAE’s Federal Decree-Law No. 11 of 2024 is a game changer. It mandates that both public and private sector entities, including those in free zones, must measure, report and reduce carbon emissions. Companies are required to publish time-bound climate action plans, establish internal climate governance structures and align with national climate goals.

Meanwhile, the KSA CMA is planning to move from voluntary to mandatory ESG disclosures for listed companies. This directive aligns with global standards and aims to enhance transparency, investor confidence and long-term value creation. The anticipated shift to mandatory reporting signals a broader regional trend toward embedding sustainability into the core of corporate strategy.

Business impact: compliance and beyond

These regulations demand that businesses invest in ESG data infrastructure, including systems for emissions tracking, sustainability reporting, and third-party verification. Companies will need to upskill teams, engage with ESG consultants, and potentially restructure operations to meet new benchmarks.

But let’s be clear – this is not just a compliance burden. It’s a strategic opportunity. Businesses that proactively embrace these changes can differentiate themselves, attract impact investors, gain preferential access to green financing, diversify to new consumer segments and harness growth opportunities from a growing consumer sentiment that brands that do good are good brands.

And consumer sentiment towards social and environmental expectations on brands is steadily building. To help businesses navigate this evolving landscape, Kantar, the world’s leading data and analytics company, offers the Sustainability Sector Index report (SSI), that provides a robust understanding of consumer expectations on sustainability issues by sector across markets, enabling brands to strategically prioritise their focus and investment. In KSA, the SSI reveals that 79% of consumers believe that people like them need to do whatever they can to fight climate change. And 81% want to fight social inequality and injustice. This presents a significant opportunity for brands to align their strategies with these values.

Growth opportunities for brands

If businesses think about these regulatory shifts as more than just a compliance and risk reduction exercise, a world of opportunities and commercial gains opens up.

1. Access to capital. ESG-compliant firms are more attractive to institutional investors and sovereign wealth funds, many of which are aligning portfolios with ESG principles. Are you equipped to tap into this capital?

2. Public-private partnerships. Governments in both the UAE and KSA are offering incentives, grants, and carbon offset mechanisms to support climate-aligned business models. This creates fertile ground for collaboration and innovation. Are you ready to partner for progress?

3. Sustainable innovation. Brands that develop low-carbon products, circular economy models, or green technologies will be well-positioned to lead in a market increasingly driven by environmental performance. Are you ready to innovate or will you be left behind?

4. New market segments. The rise of green and socially conscious consumerism opens doors to new product lines – eco-friendly packaging, carbon-neutral services, and ethical sourcing are no longer niche but mainstream expectations. Is your brand ready to meet these consumer demands?

5. Reputation and trust. Transparent ESG reporting builds stakeholder trust. Companies that lead in sustainability can enhance brand equity, as consumer values are shifting. Is your brand ready to be a leader?

Visionary brand leaders

And there are already visionary brand leaders in the region that we can learn from.

Al Rajhi Bank, the most valuable brand in the 2024 Kantar BrandZ Most Valuable Emirati and Saudi Brands ranking, has leveraged its strong brand equity to integrate sustainability into its core operations. By focusing on sustainable finance and aligning with Vision 2030, the bank has enhanced its reputation and attracted sustainability-focused investors.

In response to the introduction of the sugar tax and VAT in KSA, PepsiCo has focused on sustainable product innovation and marketing strategies that resonate with health-conscious consumers. This approach has helped the brand regain market share and strengthen its position in the region.

As the fastest riser in the 2024 Kantar BrandZ Emirati and Saudi Brands rankings, Tawuniya has capitalised on the growing demand for sustainable insurance products. By offering eco-friendly insurance options and promoting sustainability initiatives, the company has enhanced its brand value and customer loyalty.

Using ESG commitments as a platform for brand growth

As the UAE and KSA position themselves as regional leaders in sustainability, businesses that act early will not only ensure compliance but also unlock competitive advantages. The shift toward mandatory ESG reporting is a clear signal – the future of business in the Gulf is green, transparent, and accountable.

For brands, this is a moment to lead – not just in meeting regulations, but in shaping sustainable brands and a more green, equitable and resilient economy. Are you ready to seize this opportunity?

Brands grow by being meaningfully different. Brands that are meaningfully different to more people command 5 times penetration today – and real advantage in penetration growth over time. Your brand perceptions on sustainability will either inspire or inhibit your brand growth. So how do you find your path to building Meaningful Difference on sustainability?

ESG strategies and internal sustainability commitments provide a foundation and a springboard. But brands can’t just take existing ESG initiatives and jump straight into brand communication or innovation, without connecting activation with consumer expectations, brand purpose and sector context – or efforts will fall flat.

Think of it like decorating a house without creating a solid structure. It may look good temporarily, but cracks will appear over time – and your audience will notice. Consumers today are savvy and they are fact checking brands. In fact, 50% of KSA consumers say they have seen, or heard, false or misleading information about sustainable actions taken by brands across sectors, affecting trust and consideration.

So, to reap commercial rewards, brands must bridge the gap between corporate level ESG commitments and brand level marketing activation, which starts by developing a sustainability-aligned brand strategy – a crucial step that too many businesses skip. This can be achieved through meaningfully different sustainable marketing.

What meaningfully different sustainable marketing looks like and how to get started

If your brand is ready to move from intention to action, here’s a roadmap to follow for meaningfully different sustainable marketing:

1. Start with ESG, but don’t stop there – use your existing corporate sustainability commitments as a starting point but recognise that not all issues and initiatives will be relevant to consumers.

2. Understand your sector – leverage validated data and insights from Kantar’s Sustainability Sector Index to evaluate consumer expectations, values and behaviours specific to your industry.

3. Know your brand – conduct an honest assessment of where your brand stands on environmental and social sustainability in consumers’ minds. Are you seen as part of the solution or part of the problem?

4. Build a sustainability-aligned brand strategy – this bridges the gap between ESG commitments and brand marketing, ensuring your efforts are credible and consumer-centric.

5. Activate Meaningful Difference – create communication, innovation, and experiences that resonate with consumer values and needs, backed by data and rooted in purpose.

6. Measure and iterate – track your progress with the right brand equity metrics and adjust your strategy as expectations and market dynamics evolve. 

In markets like the UAE and Saudi Arabia, where regulatory landscapes are shifting and consumer sustainability expectations are rising, the stakes are high. Brands that act with intention and insight can not only navigate these changes but turn them into a competitive edge. Ultimately, the path to sustainable brand growth isn’t about doing everything that’s in your ESG strategy – it’s about doing the right things, in the right way, for the right reasons. And that starts with listening to what consumers are really asking for.

Operating as part of FP7McCann Riyadh, McCann Content Studios is embedded in the Kingdom to meet growing client demand for content that performs, from social-first campaigns and influencer partnerships to scalable, platform-native production.

Since launch, regionally the studio has more than doubled in size, with a 150% increase in talent, expanding to a team of over 100 specialists and investing in a fully integrated content ecosystem. Its model brings together strategy, creative, social, influencer marketing, production, community management, and performance tracking — all under one roof.

This unified model enables brands to move at greater speed and clarity across platforms, as McCann Content Studios scales its ability to deliver locally relevant, always-on campaigns at the speed of culture — while maintaining the rigor and consistency of a globally connected model. These efforts are rooted in a long-term vision: to help build enduring brands that stay relevant, resonate deeply, and grow with their audiences.

Positioned at the intersection of creativity and culture, McCann Content Studios empowers clients to go beyond campaign thinking — delivering real-time, always-on storytelling that connects and converts. Its influencer capabilities span creator sourcing, partnerships, contract management, deployment, and ROI tracking, tailored to local platforms and audience behaviors.

As part of the KSA expansion, Fahad Mugharbel has been appointed Social Media Director, based in Riyadh. With deep expertise in media, content, and platforms — and a strong connection to Saudi’s creator economy — Fahad will focus on strengthening performance, content relevance, and platform strategy for clients across the Kingdom.

The KSA office builds out on the established infrastructure of McCann Content Studios across Dubai, Cairo and Beirut.

The Index evaluates countries on the quantity and quality of their AI research, and measures factors such as the number of AI publications and their impact in academic journals.

The study, which analysed more than two million Al-related scientific research papers and Al invention patents from countries around the globe, is a collaborative effort between the International Finance Forum (IFF) and Deep Knowledge Group (DKG). The IFF is a non-profit, non-governmental organization founded in October 2003 by G20 countries and international organizations including the United Nations, the World Bank, and the International Monetary Fund. DKG is a leading global think tank specializing in AI research and innovation, focusing on fostering advancements in technology, healthcare, and other strategic industries.

The report highlights the Kingdom's remarkable contribution with 29,639 AI publications, a figure that underscores its growing position as an AI research hub, with over 823 AI publications per million people.

This achievement positions Saudi Arabia ahead of several well-established players such as the Netherlands, Singapore, Russia, Switzerland, and Sweden in the realm of AI research output. As the nation continues to focus on advancing AI technologies, the ranking highlights the progress made by Saudi Arabia in fostering a robust research ecosystem.

As the Kingdom continues to increase its investments in AI research, it is poised to further enhance its position in the global AI landscape, contributing to both technological innovation and economic development.

According to the report, Mainland China has become the region with the greatest total number of Al papers globally at 769,000, a 696% rise over the past 10 years. Japan and South Korea entered the global top 10, demonstrating East Asia's contribution to global Al research.