Saudi Arabia’s Global Brand Transformation: Vision 2030’s Role in Marketing the Kingdom as a Tourism and Business Hub

Abstract

Abstract This dissertation analyses international perceptions of the national branding strategies of Saudi Arabia under Vision 2030 while focusing on familiarity, trust, perceived innovation and national attractiveness as the factors which influence global perceptions. The research draws on Nation Branding Theory (Anholt, 2005) and Soft Power Theory (Nye, 1990) and analyses how innovative projects, cultural diplomacy and digital campaigns help shape the changing international image of the country. The study was based on a quantitative, cross-sectional survey conducted with 157 international participants using an online questionnaire. The derived data was analysed through descriptive statistics, Pearson correlation, independent samples t tests, and linear regression to analyse associations between familiarity, trust, innovation and attractiveness. The findings revealed a strong positive correlation between national attractiveness and familiarity, with perceived innovation being the most important predictor of attractiveness. Higher trust levels were shown by participants aware of Vision 2030 as opposed to those unfamiliar with it, thereby indicating the impact of awareness campaigns on external perceptions. However, there are still credibility gaps, specifically among Western respondents where socio-political concerns influence their attitudes. The dissertation effectively contributes towards nation branding literature by providing statistical evidence on international responses to non-Western transformation strategies. From a practical perspective, the study offers Saudi policymakers and brand strategists’ insight into refining tourism, investment and cultural diplomacy initiatives.