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.

These achievements highlight the importance of two key pillars of Vision 2030: preserving and promoting Saudi Arabia's cultural heritage and strategic investments driving economic growth. Together, they demonstrate Vision 2030's impact in positioning the Kingdom as a global tourism destination.

To be able to decode this turnover, we need to analyze the approach these tourist destinations are adapting to reach the international consumer, and further educate them about the preserved culture. 

“When Saudi Arabia decided to diversify its economy away from oil during the constitution of Vision 2030, tourism was prioritized. And, it’s fair to say that AlUla can be identified as one of the most progressed Giga Projects in the Kingdom. We take great pride in the fact that we have such deep heritage,” said Melanie de Souza, Executive Director for Destination Marketing at The Royal Commission of AlUla. 

In image above: Melanie deSouza, Executive Director for Destination Marketing

“With 200,000 years of human history behind us, 7000 years of continuous civilization – we’re on a mission to protect this heritage while transforming it into a year-round destination for tourists,” she added. 

Communicate sat down with her to further delve into the mission behind the launch of the first global campaign of AlUla and also the broader significance of AlUla’s outreach and its impact on the Kingdom’s economy. 

It’s more than just tourism.

While AlUla has become the next staycation spot for many local and international travelers. There is more to it. 

We’re always there for the economic well-being of our locals who proudly call AlUla their little home. While we are placing AlUla as a destination, there are many sectors this destination opens up opportunities for as well. Such as film and cinema,” said de Souza.

She emphasizes the importance of creating more opportunities for budding talent in the region. "We want to provide meaningful pathways for employment for people across the film, arts, and creative industries. And that's something we've already been doing. A recent exhibition we hosted in Maraya—the world's largest mirrored building—showcased private Saudi Arabian collections. The spaces we have are a statement in themselves and really contribute to the region's artistic landscape, making them the perfect backdrop of exhibits like these."

Attracting the right kind of consumer

Three pillars form the AlUla strategy. First, tourism and heritage preservation; second local community and lastly, economic diversification. All of these resonate with the Kingdom’s Vision 2030. Every destination needs to define its target tourist and AlUla’s administration adopted a “data-driven and insights-focused” approach to do so. Moreover, de Souza defines how AlUla is steered towards providing a quality experience. “We’re always aiming for first-time visitors to come back again and being mindful that at no point we have mass tourism in our destination. Our target for 2035 is only 2 million tourists. Ours is a destination, where you can be assured of a quality experience with more trips over a lifecycle. That’s what we work towards.”

"We've identified the geographic locations we want to target based on both the size of the economic cost and how well they align with our offerings in terms of source markets. In addition to that we’re always personalizing our strategies at every stage of the visitor journey – from the time of building awareness to converting. An example is our destination mobile app, which has proved to become a really useful tool for visitors in planning their trip or even when they’re on the ground."

When it comes to curating a seamless consumer journey, de Souza recommends understanding the target market. “For larger markets, it’s crucial to deploy destination management companies. With people on the ground, and deeper connections – you can attract, resonate and tailor your experiences,” she added.

AlUla’s Calendar of Events under AlUla Moments is a testament to de Souza’s approach to building tailored experiences. This year, we're celebrating five key festivals, including Desert Polo, the Camel Cup, the Falcon Cup, the Desert Blaze which invites runners to test their endurance from around the world, and also Azimuth—a two-day cultural music festival. Our focus is on delivering maximum value to first-time travelers while also staying true to AlUla's brand proposition."

The promise to be Forever Revitalizing

AlUla’s first global campaign – ‘Forever Revitalizing’ aims to echo the destination’s commitment to integrating economic prosperity with the preservation of its natural and cultural heritage. In collaboration with French cinematographer, Bruno Aveillan, the campaign film covers the various attractions in the city while also hinting at its deep roots in history and art. 

“Through this global outreach, we appeal to people in today’s world to also make responsible tourism choices. We’re also reaching out to the tourists with the promise of cultivating a community. One that is authentic and connected to its culture,” said de Souza.

This chamber played a pivotal role in the Nabataean world, serving as a focal point for local political discussions and activities. Here, elite and ritual feasts were shared by a dozen or so people, often accompanied by musicians and performers to provide entertainment. This tradition of discourse is a vital part of AlUla's cultural heritage. AlUla can be rightfully regarded as a Land of Communication, where trade and pilgrimage caravans intersected, and people from diverse cultures—Dadanites, Lihyanites, Nabataeans, among others—gathered in the orchards and alleyways of the oasis to converse and exchange the latest intelligence and ideas.

The Royal Commission for AlUla (RCU) pays homage to this rich legacy. It is important to recognize that AlUla has had a cultural identity for millennia; RCU's role is to reawaken this heritage in collaboration with the community. Achieving this necessitates top-down planning and messaging to ensure grassroots engagement.

As the current custodians of AlUla, RCU is fulfilling its mandate to responsibly preserve and cultivate AlUla as part of the world's largest cultural regeneration project. This is being accomplished through sustainable and comprehensive regeneration efforts, focusing on unique urban, economic, and cultural landscapes. Significant and sustained progress has already been made in these key sectors.

Most importantly, our mandate is being fulfilled through partnerships, ongoing communication, and engagement with our community. We remain accountable to them for our actions and achievements today and in the future.

Since its establishment in 2017, RCU's ambition has evolved from ideas to actions, from planning to implementation. The results encompass a wide range of initiatives spanning archaeology, tourism, culture, education, and the arts, reflecting our commitment to the priorities outlined in Saudi Arabia's Vision 2030 plan – economic diversification, community empowerment, environmental protection, and heritage preservation.

As AlUla rises as a destination, it is striking a delicate balance with the broader transformation goals of the Kingdom, while considering the needs of our people, our natural environment, and our landscape. The launch of our second master plan, titled "Path to Prosperity," in August highlighted our commitment to creating a new kind of destination with the quality of life for its residents at its core.

AlUla is evolving from a mere tourism destination into a city of the future, designed to provide a high standard of living and livability. It's a place where families want to raise their children, and where people want to live, work, and establish roots that span generations.

"Path to Prosperity" was developed and launched in close cooperation with our community. We assessed their needs for economic diversification, cultural preservation, and new growth opportunities. Their ongoing awareness and engagement serve as the foundational pillars for the long-term realization of AlUla's new vision under "Path to Prosperity." Our top-down planning and messaging during the rollout of the master plan ensured grassroots engagement with our community, in line with AlUla's cultural legacy.

Ultimately, it's people, not just plans, that will determine the success of our comprehensive regeneration project in AlUla.

RCU's continuous participation in various forums and events aligns with our goal to foster fresh ideas and collaborations that expand the scope of our project and drive us forward. Events such as the RCU-sponsored AlUla World Archaeology Summit and Hegra Conference of Nobel Laureates have brought together international thought leaders, leaders, and achievers for lively and informative panels, Q&A sessions, and debates.

These events have showcased novel ideas with significant potential – from exploring the history of humanity to implementing ideas that will guide us through the 21st century and beyond. They have also solidified RCU's position as a model for thoughtful regeneration, new partnerships, and meaningful conversations regarding cultural and heritage conservation.

I have been fortunate to witness firsthand the power of dialogue in AlUla. In our modern version of the Diwan, discussions are yielding fantastic ideas and robust collaborations with the potential to produce genuine and enduring results.

According to Prachi Satoskar, Commercial Director, at GfK an NIQ Company, “Brands, and leaders must understand that sustainability does not always equate to premium. With a trusted, forward-thinking partner by your side, strategizing under extraordinary market and ecological pressures is more than possible. Brands must tap into unrivaled data science and business intelligence expertise, and AI-backed technology to find out how your business can achieve its sustainability impact targets and drive growth.”

Key highlights of the study: 

• Women Consumers in KSA are ‘traditional’ yet aspiring to ‘play’ an active role in society.

• 47% of Saudi consumers agree that experiences are more important than possessions, as they aspire to explore and indulge in the world outside the home. 

• 68% of Saudi consumers are watchful’ about companies’ green motivations as Sustainability plays an increased role in purchase decisions. 

•  Saudi Women are in anchor roles hence brands need to embrace inclusivity & integrate women’s stories into their brand campaigns and strategies

•  By partnering with leisure & entertainment players, there is a huge potential in the ‘experience’ space – an opportunity to re-vamp loyalty & rewards programs 

•  Saudi consumers prioritize sustainability hence measures coupled with economic consideration are key to driving consumer adoption

The full report can be viewed here.

To further elaborate on the process of investing in the Kingdom, Communicate spoke with Paul Arnold, Managing Director for Sovereign PPG. Sovereign is a corporate services provider based out of Riyadh, aimed at helping businesses from the region and abroad set up with ease in the KSA. The firm provides essential support services such as company incorporation and secondary licensing, labor and immigration, company secretarial, accounting, etc.

In image: Paul Arnold, Managing Director at Sovereign PPG

Increased investment

Sovereign’s first and foremost recommendation to businesses interested in the Saudi market is to set up a base. “The message is clear that if you want to be tendering, bidding, and securing investments in the KSA, you need to be there in person with a commercial registration or license, and an office space,” says Arnold.

Arnold discusses how there is an opportunity for everyone in Saudi. “Unlike the pre-pandemic times, our number of inquiries is divided across a wide range of sectors and regions of the world. Even businesses who aren’t focused on the projects on a bigger scale are entering the market to merely expand their production footprint,” he explains.

Organizations headquartered in the far east in Hong Kong, Singapore, and even Taiwan are working with Sovereign PPG to launch in the Kingdom. “With a network of 23 offices across the world, businesses leverage off our skills and services to build a cemented structure in Saudi,” adds Arnold.

An opaque market

Arnold alerts businesses on how the Saudi procedures to set up are a little more complex as compared to those in the UAE. “There are some key differences that need to be considered. One of the many is tax. We advise businesses to take up the initial discussion on tax considerations in the KSA without which businesses can get their entire structuring wrong, facing consequences down the line,” he explains.

Saudi’s Vision 2030

“Sovereign PPG is committed to Saudi’s National Transformation Program, which aims to develop the necessary infrastructure and create an environment that enables the public, private and non-profit sectors to achieve the Kingdom’s Vision 2030. We continue to invest in our operations across the Kingdom, through the hiring of talented Saudi nationals, while ensuring that our technical knowledge and delivery capabilities are continuously updated,” says Arnold.

While the opportunity to invest is open to all potential candidates, there are some prerequisites that authorities in the Kingdom consider in an application. “Businesses need to demonstrate a proven track record to incorporate in their applications, which can take anywhere between a month to 3 months to become fully operational,” says Arnold.

The cultural and economic renaissance in the Kingdom continues to attract growing interest and confidence from the private sector, accelerated by assistance and incentive programs offered by the Saudi Government. “Our culture is entrepreneurial, and we are constantly adapting to guide clients on the rapidly changing landscape in the Kingdom.  The progressive economy is bolstered by a youthful and talented workforce, and we anticipate further positive announcements at this year’s Future Investment Initiative (FII) to be held in Riyadh between 25^th-27^th October,” concludes Arnold.

The study's findings show promise in terms of the country's economy and its demographics. The economy is booming with a GDP that reached US$793 billion in 2019, which accounts for 21% of the MENA region's total GDP, i.e. four times its share of the region’s population (5.73%).

Global brands would be keenly interested in the demographics in Saudi Arabia. 40% of the population is under 25, including 49% of Saudi nationals. As a result of this young population, the penetration of social media in the country is extremely high. 72% of Saudis are active social media users. Saudi Arabia is said to have the largest social media presence in the world. With 40.2 million mobile subscribers, mobile penetration stands at a record 116% of the total population.

The Impacts of COVID-19

There's no denial on the mark COVID-19 has left on the planet. Saudi Arabia is no stranger to it as well. Prior to the pandemic, the country was highly reliant on cash for daily transactions. Plastic money and digital/e-commerce was not a favorable option to consumers due to mistrust across digital channels. However, things have changed, and people are becoming more confident in using these channels as opposed to cash. 

The study has seen a minor change in use of applications and plastic money in recent years, adding to that COVID-19 has forced all age groups to use this option.

E-commerce businesses have experienced an increased reliance last year in the Kingdom. The study noted that there is a high reliance on e-commerce solutions as compared to pre-COVID across all categories and buying habits. 58% believe that they will buy more online than in-store this year. Based on the findings, consumers are utilizing multiple touchpoints before making a purchase, becoming more informed before they buy.

In Saudi Arabia, people among all generations are becoming more health cautious and are changing their lifestyles by attending fitness classes and are also keeping a close watch on their diet. Residents in the Kingdom are more loyal to manufacturers that produce healthier products, as noted in the study.

The Opportunities

Saudi Arabia is currently in the transition phase from being an oil- based economy to a tourism-based economy. The government has approached investors about expanding the role of the private sector in healthcare, education and tourism, as part of a wider mission to diversify the economy.

Tourism is one of the key pillars of the Vision 2030 initiative, with the Kingdom targeting 100 million annual visits by 2030 and aiming for tourism to contribute 10% of Saudi Arabia’s GDP. One of the strategies is by encouraging and promoting simpler visa policies.

These new visa policies will have significant impact to various industries in the Kingdom. Ipsos data shows that Saudis are largely confident that Saudi Arabia provides the necessary level of entertainment that will appeal to tourists’ expectations (70%) and that their country’s infrastructure has the ability to handle a large number of tourists (66%).

There is a direct connection between Tourism and Infrastructure. Investing in infrastructure is vital to the economy’s future growth and they are open to foreign investments when it comes to new infrastructure and the majority of the population is in favor of it.

"Saudi Arabia is one of the most dynamic growth markets globally. With its average age of just 29 and an insatiable appetite for high technology. Saudi youth remain the highest users of social media channels on the planet. As Saudi women begin to exert their new-found freedom to travel unaccompanied and enter the workplace, the Kingdom is clearly on a fast track of unparalleled change in Middle Eastern history. Saudi Arabia is undoubtably now the ‘gem of the region’ and is being closely observed by its neighbours as the Kingdom strives forward in roll-out of its ambitious Vision 2030 strategy to diversify its oil-based economy," said Rami Abudyab, CEO, Ipsos in KSA.

Al Arabiya English, the English-language platform of Al Arabiya News Channel, which is designated to explain the region internationally, has dedicated a special coverage to help explain how Vision 2030 will impact individuals, businesses and the region as a whole.

Here is what has been covered so far:

Exclusive interview: HRH Prince Mohammad bin Salman speaks to Al Arabiya about ‘Vision 2030’

Full transcript of HRH Prince Mohammed bin Salman interview with Al Arabiya

Saudi cabinet approves Vision 2030

Full text of Saudi Arabia’s Vision 2030 (booklet)

How world leaders reacted to Vision 2030 announcement

How market experts reacted to Vision 2030 announcement

Opinion: Analyzing Saudi Vision 2030 by Patrick Ryan

Opinion: How Saudi Arabia is planning a new economic era by Nathan Hodson

Analysis: A look at oil giant’s Aramco ambitious IPO 

Saudi Arabia targets 9.5 gigawatts of renewables by 2030

For up-to-date news and analysis on Saudi Vision 2030, click here and follow Al Arabiya English on Twitter @AlArabiya_Eng