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Since opening its doors to international visitors in 2019, Saudi Arabia has been reshaping its tourism landscape. With a focus on diversification, the Kingdom is positioning its Red Sea coastline as a world-class destination, leveraging its 1,800km stretch of coastline and numerous GIGA projects in development.
The Saudi Tourism Authority (STA) identified an opportunity to create a unified identity that would elevate the Red Sea as a global tourism hub, blending luxury, nature, and adventure.
The task was clear: develop a brand identity that would assert Saudi Arabia’s ownership of the Red Sea coastline.
The brand needed to shift perceptions and set the region apart from competing destinations. It was vital that the new identity captured the vibrancy and diversity of the coastline while remaining distinct and authentic.
A key goal was to integrate the new identity within Saudi Tourism’s existing brand framework. The identity had to feel connected to Saudi Arabia’s vision for tourism while highlighting the unique essence of the Red Sea region.
By incorporating the Saudi marque, the identity ensured a strong connection to the broader vision for the Kingdom’s tourism sector. This integration allowed the Red Sea to be positioned as a cornerstone of Brand Saudi, while still reflecting its distinct character.
The resulting brand system captures the vastness and beauty of the region while emphasising its commitment to sustainability. Inspired by the tranquil waters, vibrant coral reefs, and thriving marine life, the identity evokes the essence of the Red Sea.
With a proximity-led strategy, the brand invites visitors to explore the region’s diverse offerings, reinforcing the Red Sea as both a transformative travel experience and a model for responsible tourism.
This identity positions the Saudi Red Sea as an essential part of Brand Saudi, supporting the Kingdom’s long-term vision for global tourism while celebrating the region’s unique characteristics.
