The Saudi Arabian Tourism Authority made its debut at Cannes Lions with a speech from CEO Fahad Hamidaddin.
Hamidaddin spoke about the important role that creativity plays in shaping the discourse around tourism and the country.
Driven by ambitious goals, Saudi Arabia has put creativity and innovation at the heart of its efforts to diversify its economy and harness opportunities on its transformation path.
Saudi Arabia wants to help stimulate dialogue and break down prejudices about dramatic change on the ground.
During his 30-minute address attended by leading creatives from around the world, Hamidaddin said: “Storytelling is something that Arabia has always valued, creativity is the guiding light of our future and this is the beauty of where imagination meets innovation.”
He spoke about Saudi Arabia’s efforts towards 2030, with a focus on new energy sources, creativity, and outlined the Kingdom’s goals.
“We are experiencing a transformation that is moving Saudi Arabia from an oil-dependent world economy to a fully diversified, hyper-growth economy at the economic, social and creative heart of the world.”
The keynote speech paid tribute to Saudi Arabia’s creativity in reshaping narratives on the global stage.
He cited a burgeoning entertainment scene, with art exhibitions and Saudi Arabia’s submissions to both the Oscars and the Cannes Film Festival, where local and international creators are working together to demonstrate the importance of creativity in driving the country’s ambitions.
He expressed pride in Saudi Arabia’s innovation and creativity, as he briefed the audience on some key developments in the country’s arts and entertainment sector.
“If you think you understand Saudi Arabia, think again. With the changes and transformations that are happening every day, even the Saudis are not aware of it.”
Hamidaddin’s sentiments were simple yet impactful: “With an open heart, and on behalf of the Saudi people, we welcome you to the heart of Arabia.”
Hamidaddin noted the importance of creativity “connecting cultures between worlds that are far apart, but not so different,” and called for collaborations to create works worthy of winning a Cannes Lions award.
Tags:Saudi Arabia Tourism Board
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