Saudi Media Forum session focuses on travel-media strategies for tourism branding

SPA

Riyadh, February 3, 2026 (Saudi Arabia Breaking News) – A discussion session at the fifth Saudi Media Forum examined trends in travel-media production and its role in reinforcing national identity and raising the competitiveness of tourism destinations in Saudi Arabia.

The session, titled “Travel Media Industry: Strategies and Trends,” brought together Abdullah Al-Dakhil, spokesperson for the Saudi Tourism Authority; Noirin Higarty, editor-in-chief of Lest Noire magazine; and Isabella Brancolini, founder and director of Shweiks for Culture.

Al-Dakhil described Saudi Arabia as among the fastest-growing tourism destinations globally and pointed to the use of the Ruh Saudi platform as a unified interface for tourism storytelling, built around visual content tailored to different markets and audience cultures.

Participants also highlighted the importance of imagery and visual content on social media in conveying tourism experiences, alongside the role of media in presenting cultural identity and diversity, and the contribution of local products and hospitality to a complete visitor experience in line with Vision 2030 objectives.