VisualGPS Creative Trends Culture Collection Spotlight: Saudi Arabia

The way Saudis and Saudi Arabia are represented visually continues to evolve, especially as Saudi Vision 2030¹ drives exciting changes across the Kingdom. Visuals play a crucial role in this transformation as our latest Getty Images' VisualGPS data shows that 88% of Saudi consumers value high‑quality images. This is a great opportunity for brands to align their visual strategies with authentic, regionally relevant content that truly resonates with Saudi audiences.

So, how can brands get this right? Earlier this year, we launched a curated collection of visuals that reflect the authentic storytelling our creators are passionate about capturing in Saudi Arabia. Backed by Getty Images' VisualGPS insights on what visuals Saudi consumers want to see in advertising and business communications, this collection covers a wide range of topics, including lifestyle, travel and business. The collection has been created through our ongoing Create by Getty Images event series, which supports local creators. These events combine expert educational sessions, hands‑on shoot planning, networking opportunities and inspiring workshops led by our visual experts—all aimed at helping brands tell authentic stories.

As Saudi Arabia redefines its cultural and economic identity, brands can play a key role in promoting modern workplaces and employee workforces across Saudi Arabia through their visual choices. With ambitious goals to increase SME (small and medium‑sized enterprises) contributions to GDP and boost women’s workforce participation, representing a diverse and modern Saudi workforce is more important than ever. Our data shows that 65% of Saudis feel more connected to brands that reflect diversity and inclusion. Showcasing multigenerational teams, women in STEM and creative entrepreneurs helps foster a sense of belonging. With 69.4% of the Saudi population under 35 and Saudis aged 25‑29 making up 16% of the total workforce,² include Millennial and Gen Z representation in visuals to align with the Kingdom’s ongoing transformation.

From Jeddah, Riyadh to the Aseer Provence, the MarhabaKSA collection continues to grow, showcasing the rich and varied landscapes of the Kingdom. From family holidays and group adventures to domestic and international travel, the visuals highlight cultural experiences, local traditions and memorable journeys that will inspire travellers. With Saudi aiming to increase travellers from 41 million to 120 million annually, travel visuals are more influential than ever—92% of travellers globally and 94% of Saudi consumers say visuals of journeys impact their choices. Whether showcasing faith‑led tourism, sports events or cultural heritage, brands have a fantastic opportunity to inspire and connect with travellers through immersive visuals that celebrate the rich heritage of Saudi culture. 

As Saudi Arabia continues its rapid transformation under Vision 2030, authentic and high‑quality visuals are more important than ever. Getty Images’ MarhabaKSA collection explores these visual shifts, allowing brands to build genuine connections with Saudi consumers and bring more authentic visual stories to a global audience. 

Sources
[1] Saudi Vision 2030
[2] General Authority for Statistics