COMPARATIVE CITY CASE · RIYADH & JEDDAH

Riyadh (34) and Jeddah (47) are Underperformers due to low buzz scores. Both cities struggle with low search volume, top-of-mind awareness, and low consideration. Although with Saudi Arabia’s Vision 2030 in place, the nation is investing heavily to transform its nation’s perception to reach travellers beyond the Kingdom of Saudi Arabia.

With the ambition to build “a vibrant society, a thriving economy and an ambitious nation”, these two key cities must work hard to be perceived as travel destinations on a global scale.

With the vision to reach 100 million visitors a year by 2030, both Jeddah and Riyadh have yet to define what their individual city truly represents from a brand perspective, thus falling short in attracting foreign travellers from outside of the peninsula.

Source: Killa Designs

Saudi has begun diversifying and opening up its nation for tourism by introducing the eVisa and investing in exciting ventures like the Red Sea Project. While Riyadh is starting to get some attention to its eSports initiatives as well as the impressive Diriyah Gate Development, and Jeddah has a strong reputation in connection with motorsports, both cities are struggling to define who they really are.

As Saudi Arabia continues to build towards Vision 2030, this is the moment for both Riyadh and Jeddah to intentionally and authentically develop strong place brands that reflect what makes their cities unique.