Saudi Tourism Authority / Point of View / 2024

Reimagining Saudi Arabia’s digital tourism experience

Overview

As part of Saudi Arabia’s Vision 2030, the Saudi Tourism Authority set out to elevate its tourism experience through next-generation digital initiatives.

While the existing Visit Saudi platform provided a strong starting point, the ambition extended beyond a destination website - toward a more connected and future-ready tourism infrastructure.

Hero MotoCorp’s Mavrick 440, a new addition to their premium segment, needed a dynamic digital presence to complement its launch.

The project focused on designing a responsive website that spanned the entire launch journey-from building anticipation pre-launch to showcasing the bike and driving engagement post-launch.

View deck (PDF)

Scope

Craft forward-looking digital concepts that reimagine the end-to-end tourism experience.

My Role

I defined the design direction, led concept development, and managed a seven-member cross-functional team to deliver the vision end-to-end.

My Team

Myself, 1 Senior UX Designer, 2 UX Designers, 2 Senior Visual Designers, 1 Visual Designer, 1 Video Editor

Timeline

2 months

Goal

How might we position Saudi Arabia’s tourism experience as a globally competitive, technology-enabled model - balancing heritage, innovation, and long-term value creation?

Subgoal 01

Elevate Saudi Arabia’s identity through authentic, experience-led storytelling that strengthens emotional connection.

Subgoal 02

Design adaptive journeys that respond to diverse traveler needs and expectations.

Subgoal 03

Unify cultural, infrastructural, and service touchpoints into a seamless and coherent digital framework.

Design Approach

Aligned with Vision 2030, we centred our framework around the traveller - guided by six impact pillars designed to create value across the broader tourism ecosystem.

Tourist Experience

Design seamless, personalised journeys that drive satisfaction and sustained engagement.

Global Perception

Strengthen Saudi Arabia’s standing as a compelling, world-class destination.

Cultural Awareness

Present the Kingdom’s heritage with authenticity, enabling deeper cross-cultural connection.

Economic Contribution

Enable sustainable growth by stimulating revenue, employment, and local enterprise.

Sustainability Goals

Encourage tourism models that preserve natural and cultural assets for the future.

Future Readiness

Leverage emerging technologies and infrastructure to ensure long-term competitiveness.

Design Highlights

Six strategic interventions reimagining critical moments across the tourism lifecycle - from inspiration to in-destination support - creating value at both traveler and ecosystem levels.

Identity Rebranding

Concept 01

A renewed visual and narrative system expressing contemporary Saudi Arabia - balancing heritage with modern global appeal.

Ambassador-led Campaigns

Concept 02

A distributed network of cultural voices amplifying authentic, human-led storytelling to strengthen international resonance.

City Stories

Concept 03

A modular, city-centric storytelling platform spotlighting distinct urban identities through curated narratives, visuals, and local perspectives.

Traveler Sentiment Dashboard

Concept 04

A real-time insight engine capturing traveler sentiment to guide decision-making and continuously refine the tourism experience.

Travel Moodboard

Concept 05

An intelligent planning interface enabling travellers to explore, personalise, and shape itineraries through adaptive recommendations.

Travel Assistant

Concept 06

A contextual digital assistant delivering real-time guidance, recommendations, and support throughout the travel lifecycle.

Impact

Endorsed by the Saudi Tourism Authority, with pathways for continued collaboration.

The proposed vision was positively received by the Saudi Tourism Authority, affirming its strategic coherence and long-term potential.

While the work remains under NDA and in active exploration, it has initiated further dialogue around scaling and evolving select concepts within the broader Vision 2030 roadmap.