Industry Snapshot: The future of marketing in Saudi Arabia
From talent development to Vision 2030, in this industry snapshot, Landor's Mariagrazia De Angelis explores how Saudi Arabia's national priorities are setting the tone for the future of marketing in the country.
It is important not to group Saudi Arabia within 'Middle East marketing strategies', but instead to focus on marketing specifically for Saudi Arabia because … Saudi Arabia's geographic, demographic, and strategic makeup is distinct from the rest of the region. The country has preserved cultural values that differentiate it even within the GCC. Unlike neighbouring countries relying on global expertise for transformation, Saudi Arabia focuses on empowering its own people, emphasising the importance of understanding local culture. Regional differences within Saudi Arabia require tailored approaches, as a one-size-fits-all strategy doesn't work here. Vision 2030 plays a key role, aiming to empower local talent and position Saudi Arabia as a global leader in economy, technology, and investment. Global companies entering the market prioritise adapting their operations specifically for Saudi Arabia, while serving other markets from within the country.
Above all, brand marketers and agency leaders in Saudi Arabia must prioritise … talent development, knowledge transfer, and building infrastructure for data management. Data will be the key driver shaping businesses, brands, and experiences in Saudi Arabia. Branding and marketing competencies need significant focus to advance the sector. Investing in local talent ensures the market has the skills required to thrive, while knowledge transfer helps localise expertise. Establishing robust data infrastructure will further support growth and innovation. These three pillars-talent, knowledge, and data-are essential for the future of marketing in Saudi Arabia.
The biggest marketing disruption in Saudi Arabia in the next two years will be … the transformation happening in the government sector. Government entities are becoming more communication-active, branding-focused, and people-centric across industries like industrial partnerships, healthcare, sports, culture, and tourism. Tourism, both international and domestic, is emerging as a key pillar, with projects coming to fruition and millions travelling between cities annually-a scale never seen before. Sports marketing and esports are gaining momentum, with Saudi Arabia hosting major events like the Esports World Cup and investing billions into gaming. Cultural initiatives led by the Ministry of Culture aim to highlight Saudi heritage and challenge misconceptions globally.
We're excited about Saudi Arabia's Olympic Esports Games 2027, Expo 2030 and FIFA World Cup 2035 because … these events mark a new era for Saudi Arabia, showcasing its transformation and ambitions on the global stage. Football, deeply rooted in Saudi culture, will expand perceptions and open Saudi Arabia's culture to the world. These events align with destination marketing efforts and rebranding Saudi Arabia globally, providing platforms to share progress, culture, and leadership with the world.
By Mariagrazia De Angelis, General Manager MEA, Landor
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