France has the "City of Love." What about KSA?

Underperformers that lack in buzz

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.



Saudi Arabia’s Vision 2030 consists of 24 active projects 💰 with a focus on economic, social, and cultural diversification

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.

Thoughts from Saffron

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.

4.3_image_1.jpg 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.

Jeddah’s 4km-long waterfront will host the 2030 Saudi Arabia Grand Prix 🏁

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.

*The number in brackets represents the city’s ranking within the CBB Index ’22

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