Riyadh, February 02, 2026, SPA -- A panel discussion held as part of the fifth annual Saudi Media Forum examined trends in the tourism media industry and its role in strengthening national identity and enhancing the competitiveness of the Kingdom's tourist destinations. The session, titled “The Tourism Media Industry: Strategies and Trends,” featured Saudi Tourism Authority spokesman Abdullah Al-Dakhil, List Magazine editor-in-chief Noirin Hegarty, and Showcase Culture co-founder and director Isabella Brancolini. Al-Dakhil stated that Saudi Arabia is among the world's fastest-growing tourism destinations, noting that tourism growth has contributed to reshaping the Kingdom's image as a diverse destination. He affirmed that the Saudi Tourism Authority relies on the “Visit Saudi” platform as a unified interface for media storytelling, using visual content and narrative approaches tailored to different markets and audience cultures, helping convey the tourism experience and enhance the global appeal of Saudi destinations.
Participants emphasized the importance of imagery and visual content on social media in conveying the tourism experience, as well as the role of media in highlighting the Kingdom’s cultural identity and diversity. They also underscored the significance of local products and hospitality values as core elements of a comprehensive tourism experience, in line with the objectives of Saudi Vision 2030.
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