Saudi Arabia’s ‘Vision 2030’ is revolutionising its economy, transitioning from oil-dependence to diverse, sustainable growth. In 2023, tourism soared with over 100 million visitors and US$27.36 billion in revenue. Industry leaders such as Pico are taking the lead in tapping into this potential, as exemplified by their success at major events.
Marketing campaigns that feature gamified elements have proven effective in cutting through the clutter to engage consumers with brands. By making brand experiences enjoyable and rewarding, consumers are more likely to remain loyal – and even help to extend the brand’s influence.