Tourism Destination Brand Identity: The Case of Saudi Arabia
Background and justification
Relevant background information provided about Saudi Arabia,
Critical evaluation of the new Tourism Destination Brand Identity in the case of Saudi
Arabia, including an evaluation of the research which underpinned these decisions.
Justification of the following:
o Why Saudi Arabia?
o Why the new Tourism Destination Brand Identity in the case of Saudi Arabia
should be refreshed/revitalised/rebranded/changed?
Demonstrate understanding of macro and micro factors that have led to your
decision to make these changes e.g. understanding of customer/audience markets,
socio-economic reasons, political reasons, environmental impact, changes in
Evidence of background reading, reference to academic theory, relevant data, and
industry materials to support your discussion
Detailed discussions around colour choice of the logo of the new Tourism
Destination Brand Identity.
Clear detailed implementation plan for launching the new brand identity discussion
(including innovative ideas for implementation, key activation points and a timeline).
Note to the writer in the custom-essay website:
Please keep the sentences clear, short and simple. No need to use a super
academic words, just keep the writing style simple and clear.
I have written the below summary for you to help you understanding what I want
from you to write.
Tourism Destination Brand Identity: The Case of Saudi Arabia
In the past, tourism in the Kingdom of Saudi Arabia was only involve particular
sites such as Makkah and Medina (1, 2) ; both are the holiest religious cities in Islam. In
addition, most of the tourism to Saudi Arabia is business related. One of the biggest
obstacles for tourists interested in travelling to Saudi Arabia is the difficulty to obtain
an entry visa. Visas are mostly issued for business travel, family visits and religious
tourism such as Umrah and Hajj religious related visas. There was only a limited
number of companies licensed to sponsor a tourism visa. In addition, females’
tourists, must be accompanied with a relative male such as father, grandfather, son
or ankle. Moreover, females need to wear a specific type of clothes all the time such
as (Abaya) and they are not allowed to drive a car. Therefore, females may feel not
respected and not welcome because of these rules apply to them in Saudi Arabia.
Another obstacle that the tourism industry faces in Saudi Arabia is the wrong image
of being either a “sand pit” or “oil pit”.
In December 2013, Saudi Arabia announced a mission to change its tourism
image and identity. The mission was: “the Kingdom of Saudi Arabia, as the land of
Islam, seeks for variable and distinguished tourism development, with social,
cultural, environmental and economic benefits in the framework of its Islamic values
and genuine traditional hospitality “. One of the important announcements was
related to issue a tourist visa without restrictions (3) . The visa can be either issued
through online (known as e-Visa) or upon arrival (in the airport) (4) . In addition, it is not
a mandatory for the female tourists to be accompanied with a relative male or to
wear a specific type of clothes such as “Abaya”. Females tourists are also allowed to
drive the car.
Therefore, by 2020/2021, there is a need to establish a new identity for the
domestic tourism in Saudi Arabia. The new identity may increase the international
tourism and overall tourists’ trip by 93 million by 2023 (5) . The new identity may
Launching videos that may identify tourism in the Kingdom on the Saudis’
social media channels.
Hotels may no longer ask couples for proof of marriage for a check-in.
Focusing on entertainments such as concerts and desert car racing.
English Language must be used besides Arabic language, since using only
Arabic language may prevent the tourists from knowing what is going on.
Some beautiful places in Saudi Arabia has not been touched by mass tourism
such as Farasan Islands (acques Cousteau’s favorite diving destinations).
This place will be developed by establishing hotels, diving lessons, boat trips
The logo of the new tourism identity may inspire by red and black filaments
from the “Sado” fabrics. Sado is a traditional fabric used commonly in Saudi
"Hajj Requirements: Visas for 1430 Hajj". Royal Embassy of Saudi Arabia. Archived from the
original on 2009-08-11. Retrieved 2009-07-30.
"1430H Umrah Visas". Royal Embassy of Saudi Arabia. Archived from the original on 2009-
07-26. Retrieved 2009-07-30.
"Tourist visas to be introduced". Retrieved 11 June 2015.
"Saudi Arabia to offer tourist visas for the first time". Arab News. 2019-09-27.
Bridge, Sam. "Why $25bn tourism sector can become Saudi Arabia's 'white
oil'". ArabianBusiness.com. Retrieved 2019-05-07.
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