Saudi Tourism Authority
A country promised world-class hospitality. Now they had to deliver.
Key metrics
+110pts
Visitor NPS scores
+18%
Visitor spend increase
+73
Points, satisfaction
+58
Points, intent to return
Activities:
Strategy / CX / Research + Mapping / Prototyping / Frontline Activation / Training
Visitor experience across Jeddah, Madinah and Riyadh
Challenge
Saudi Arabia had made hospitality central to its tourism strategy. But the promise wasn’t consistently showing up in the visitor experience. From airports and train stations to ride-hailing and Historic Jeddah, important moments of arrival were creating friction rather than welcome.
Process
We researched the real visitor journey across Jeddah, Madinah and Riyadh, then focused on four priority touchpoints. Each pilot was designed around three things: Principles, People and Place - combining Hafawa’s values with local culture, frontline behaviour and practical experience design.
Outcome
We believed the brand should be experienced, not simply communicated. So we focused on the moments that shape first impressions, from baggage claim and station arrivals to wayfinding and the journey from the airport. Everyday interactions with the power to shape lasting perceptions. These pilots provided the insights and evidence to inform the next phase of Saudi Arabia’s national visitor experience programme
What We Learned
We learned that the most memorable visitor experiences are shaped not just by places, but by the people and culture that bring them to life. Across Jeddah Airport, Madinah Train Station and Al-Balad, we discovered how Saudi Arabia’s spirit of Hafawa — genuine warmth, generosity and hospitality could transform everyday interactions into meaningful connections. It was the personal stories, local character and human encounters that left the deepest impressions, inviting visitors to discover Saudi Arabia through the eyes of its people and inspiring them to return.
