To the Future

It is not often in history that we get to witness the rebirth of a Kingdom.

Inspired by Vision 2030, Saudi Arabia's ambitious drive to diversify its economy through the development of public service sectors such as health, education, infrastructure, and tourism has paved the way for a cultural renaissance. This bold vision is not just about economic growth; it’s about nurturing a vibrant cultural identity that reflects the nation's rich past while embracing the future.

Saudi Arabia’s already rich heritage is being continually enriched by progressive societal norms, the adaptation and adoption of innovative practices, and cutting-edge technology, making it an increasingly compelling destination for the world.

In contrast to the headline-grabbing, futuristic mega-city of NEOM, we look to a future that embraces a harmonious blend of tradition and evolution.

The Al Baha province in the south of the Kingdom of Saudi Arabia, renowned for its dense forests, towering mountains, and cascading waterfalls, is a land of natural beauty and cultural significance. The region is deeply rooted in history, with ancient engravings and drawings testifying to its rich heritage. When creating their destination brand, in collaboration with the Strategy Office for Developing Al Baha Region, it seemed fitting to draw inspiration from something as timeless and recognisable as the Saudi Emblem. Incorporating motifs from the region’s most iconic heritage site, Dhee Ain Village, into the branding strategy was a natural choice, reflecting a deep respect for cultural preservation.

This commitment to preserving cultural heritage ensures that these traditions will be passed down from one generation to the next, securing their place in the fabric of Saudi Arabia's evolving identity.