When I look back on the two years I spent living and working in Riyadh, I’m struck by how much the experience reshaped the way I see both inter-regional business and communications. It was one of the most challenging chapters of my life – humbling at times, eye-opening at others, and always fast-moving but it’s given me invaluable knowledge and experience.
Saudi Arabia today is not the same place it was even two years ago when we moved there. The pace of transformation is unlike anything I’ve seen elsewhere, and it isn’t slowing down. From sweeping societal changes to massive infrastructure projects, new cultural touchpoints and a rapidly diversifying economy, the Kingdom has positioned itself as the fastest-growing market in the Middle East. For communicators, that presents both opportunity and responsibility.
The pace
Saudi’s Vision 2030 agenda has been the engine behind much of this growth, shifting the country from an oil-centric economy towards one defined by innovation, tourism, entertainment, and knowledge. That transformation isn’t just economic – it’s cultural and social too. You feel it in the energy of Riyadh, where a new restaurant, gallery, or business hub seems to open every week – and everyone’s excited by it (don’t even get me started on Spinney’s first opening!) You see it in the demographics, with 70% of the population under the age of 35, and you experience it in the openness of conversations – people are eager to share their ambitions and place Saudi firmly on the global stage, from taxi drivers to CEO’s.
For a PR professional, this momentum means you’re working in a landscape that is constantly evolving. Strategies can’t stay static; they need to adapt to the pulse of change.
The necessity for good PR
In a market that moves this quickly, PR isn’t just an add-on to marketing – it’s essential. Building trust, shaping narratives, and earning credibility are at the heart of doing business here.
Three lessons stand out from my time there:
- Localise stories, don’t just translate them. Arabic-language media plays a central role, but it’s not just about language. It’s about cultural context. Messaging that resonates in Dubai doesn’t automatically land in Riyadh. Stories need to be framed in a way that reflects Saudi values, aspirations, and timelines.
- Align with Vision 2030. Every sector, from healthcare to hospitality, is being shaped by the Kingdom’s long-term strategy. Positioning your brand within this bigger picture shows not only relevance but respect.
- Invest in relationships. In Saudi, trust is earned through genuine connection. Media relationships, stakeholder engagement, and community ties all take on greater weight here than in many other markets – and a lot of value is placed on face-to-face time.
With strong PR, Saudi has such diverse opportunities. Tourism is booming, with giga-projects like NEOM and the Red Sea positioning the country as a global destination. Entertainment has flourished, from concerts and film festivals to international sporting events. Food and beverage brands are thriving, serving a young and curious population eager for new experiences – and in education, international partnerships and local innovation are building the foundations for the workforce of the future.
Each of these sectors is not just expanding, they’re redefining how Saudi is perceived globally. PR has been central to that shift, telling the stories of progress while also ensuring they’re understood both inside and outside the Kingdom.
For me, the opportunities and underlying excitement were huge, and at the same time, living and working in Riyadh was humbling because it reminded me that change is rarely comfortable. The opportunities are there – if you’re prepared to search them out and adapt. For entrepreneurs, brands, and businesses, the Kingdom offers immense potential. But the lesson from my two years there is simple: success in Saudi isn’t about arriving with answers, it’s about listening, learning, and aligning your voice with a country that is defining its future in real time.
Saudi Arabia is rewriting its story at record speed, and communicators have a role to play in ensuring that story is told authentically, strategically, and with respect.
If you’re interested in developing your brand story in Saudi Arabia, whether that’s to introduce a brand to the local population, or to share your stories and brands from Saudi beyond the Kingdom, then please do drop me a line and we can grab a qahwa and conversation!
