As part of a global post-COVID tourism initiative, the Visit Saudi campaign aimed to position Saudi Arabia as a premier travel destination. The campaign brought together over 300 content creators from around the world to showcase the country’s rich culture, modern experiences, and diverse landscapes. Across 26 individual trips, the campaign generated over 17,000 pieces of content and reached a global audience of 350 million through Instagram, YouTube, and TikTok.

In addition to content creation, the campaign supported 12 major in-country events, including the Saudi Cup, Middle Beast music festival, F1, Formula E, and Riyadh Seasons. According to a GWI report, the campaign significantly shifted audience perception—60% of those who engaged with the content said they would now consider booking a holiday to Saudi Arabia, when they hadn’t before.

I played a key role in delivering the campaign across digital and social channels—curating and selecting content creators from international markets based on strategic brand alignment. On the ground in Saudi Arabia, I supported content capture efforts by guiding creators through their itineraries, providing context and direction where needed, and ensuring alignment with the campaign’s storytelling goals.