Saudi Arabia is betting on the power of social media influence to put the Kingdom on the global tourism map. The Saudi Tourism Authority (STA) has signed a memorandum of understanding (MoU) with a national marketing services company to support promotional campaigns targeting international travellers — a move that directly supports the Kingdom's Vision 2030 objectives of diversifying the economy and growing tourism's share of GDP.
STA Partners to Build a Global Influencer Database
The partnership is designed to identify and engage the most effective content creators across the STA's targeted international markets. The authority plans to build a comprehensive marketing database of successful creators to support global campaigns scheduled to launch in 2025.
These campaigns will highlight Saudi Arabia's traditions, monuments, and natural attractions — positioning the Kingdom as a premier tourist destination on the world stage.
Showcasing Saudi Arabia's Unique Experiences
The STA's strategy centres on digital storytelling to reach global audiences who might not yet have Saudi Arabia on their travel radar. Whether it is the sweeping desert landscapes of the Empty Quarter, the ancient ruins of AlUla, or the living culture of Riyadh's historic districts, the Kingdom offers experiences that translate powerfully through social media content.
By working with trusted creators, the STA aims to foster genuine engagement and build brand recognition beyond traditional advertising channels.
Vision 2030 and the Push to Diversify Through Tourism
Saudi Arabia's commitment to growing its tourism industry is one of the centrepieces of Vision 2030, the Kingdom's long-term blueprint for economic diversification away from oil. Influencer marketing represents an innovative and cost-effective channel to build global awareness at scale.
Through this MoU, the STA aims to deepen international engagement and establish Saudi Arabia as one of the world's top tourism destinations — an ambition backed by significant government investment and a rapidly expanding hospitality infrastructure.
