The Saudi Arabia Tourism Authority took part in the Cannes Lions International Festival of Creativity for the first time, with CEO Fahad Hamidaddin speaking about the vital role creativity plays in shaping the discourse around tourism, and the country more broadly.
Saudi Arabia has placed creativity and innovation at the heart of its efforts to diversify its economy and harness opportunities on the path to transformation. Tourism is a visible showcase, leveraging creativity to help stimulate dialogue and break down prejudices around dramatic change on the ground.
In a 30-minute address attended by leading creatives from around the world, Saudi Tourism CEO Fahad Hamidaddin said, “Storytelling is what Arabia has always been about, and creativity is the light of our future, the beauty where imagination meets innovation.” Speaking about the Kingdom’s journey to 2030, with a focus on creativity as a new source of energy, he outlined the Kingdom’s goals: “We are undergoing a transformation that will move Saudi Arabia from an oil dependency to a fully diversified, hyper-growth economy that is at the heart of the world economically, socially and creatively.
The keynote speech paid tribute to Saudi Arabia’s creative power that is reshaping narratives on the global stage, pointing to arts exhibitions, a burgeoning entertainment scene that includes Saudi Arabia’s participation in both the Oscars and the Cannes Film Festival, and a growing movement of local and international creative collectives working together to demonstrate the importance of creativity in driving the country’s ambitions.
He expressed pride in Saudi innovation and creativity while introducing the audience to some key developments in the Saudi arts and entertainment sector. “If you think you know Saudi Arabia, think again. Even Saudis do not recognize it in the changes and transformations that occur every day.”Finally, Hamidaddin delivered a simple yet impactful sentiment: “With an open heart, on behalf of the Saudi people, we welcome you to the heart of Arabia.”
