How Jeddah Can Elevate Its Tourism Brand by Connecting Experiences to Place Identity

In today’s experience-driven tourism economy, branding a city is no longer about logos or slogans — it’s about weaving authentic visitor experiences into the city’s unique identity. This is the key message of R. Maitland’s influential work “Place Branding: Connecting Tourist Experiences to Places.”

For Jeddah, Saudi Arabia’s historic port city on the Red Sea, these insights offer a powerful framework: to shape a brand that resonates with global tourists and locals alike by emphasizing authentic, lived experiences tied to the soul of the city.

Jeddah’s Place Identity: A Rich Foundation for Experiential Branding

Maitland highlights that successful place branding must first be rooted in the authentic place identity — what makes the city truly distinctive.

For Jeddah, this identity is multilayered:

• Historic gateway to Makkah — centuries-old crossroads of cultures, welcoming pilgrims from around the world.
• Red Sea coastal charm — pristine beaches, vibrant coral reefs, and marine biodiversity.
• UNESCO-listed Al-Balad district — a maze of traditional Hijazi architecture, ancient souks, and cultural landmarks.
• Vibrant art & design scene — a hub for contemporary art, public sculptures, and creative festivals.
• Modern waterfronts & megaprojects — including the Jeddah Corniche, Jeddah Yacht Club, and the rising Jeddah Tower.

Marketing Jeddah must start by embracing this authentic identity — not replacing it with generic imagery.

Connecting Tourist Experiences to Place: The Maitland Model Applied to Jeddah

Maitland proposes that effective place branding connects visitor experiences to the place’s identity in a deliberate, story-driven way. For Jeddah, this could look like:

Curating Experience Themes

Anchor marketing campaigns around key experience themes drawn from Jeddah’s essence:

• “A Gateway Through Time” — exploring Al-Balad’s heritage and pilgrimage routes.
• “Red Sea Journeys” — diving, sailing, and exploring the coastal lifestyle.
• “Art of the City” — promoting Jeddah’s thriving contemporary art scene and sculpture parks.
• “Future Meets Tradition” — showcasing modern architectural icons alongside rich cultural heritage.

Designing Experience Trails

Maitland encourages creating experience trails that allow tourists to immerse in themed journeys:

• Historic Walking Tours in Al-Balad, featuring ancient mosques, markets, and storytelling sessions.
• Red Sea Adventure Packages — scuba diving tours, island hopping, and sailing experiences.
• Art & Culture Itineraries — curated visits to galleries, artist studios, public art installations, and creative workshops.
• Culinary Trails — celebrating Jeddah’s diverse gastronomy influenced by Hijazi, Yemeni, Indian, and African cuisines.

Engaging Local Narratives

Authenticity is key. Maitland stresses involving local communities in shaping the brand:

• Feature local storytellers, artists, chefs, and historians in marketing content.
• Host participatory events — heritage festivals, open-air markets, public art projects, and cultural performances.

Marketing Tactics for Jeddah: Aligned with Place Branding Principles

Applying Maitland’s principles, here are actionable tactics for Jeddah’s tourism marketing:

Story-Driven Digital Campaigns

• Develop narrative-driven video content — e.g. "A Day in Al-Balad," "Sailing the Red Sea," "Art in the Heart of Jeddah."
• Use social media storytelling to showcase experiences through the authentic voices of locals and visitors.

Experiential PR & Influencer Collaborations

• Invite travel influencers to curate personalized "Jeddah Journeys" and share their experiences with global audiences.
• Partner with leading travel media for immersive, feature-rich coverage that highlights unique experiences.

Place-Making Events

• Host annual Red Sea cultural festivals to attract international visitors.
• Organize art biennales and design weeks that connect Jeddah’s creative identity with the global art community.

Targeted Experience Packaging

• Develop integrated tourism packages that bundle multiple experiences — for example, "Dive + Cultural Tour," "Art Weekend + Culinary Exploration."
• Collaborate with hotels, tour operators, and airlines to offer themed travel experiences.

Strategic Opportunities for Jeddah

Beyond marketing, there are strategic opportunities for Jeddah to strengthen its place brand:

• Infrastructure & visitor experience: Continue enhancing public spaces, walkability, and visitor services to create a seamless experience.
• Stakeholder collaboration: Foster partnerships between government, private sector, cultural institutions, and local communities.
• Research & feedback: Implement ongoing visitor feedback mechanisms to refine and evolve experience offerings.

Conclusion: Building a Place Brand That Lives in Visitors’ Memories

R. Maitland’s core message is clear: Place brands are built through memorable experiences that embody the spirit of the place.

For Jeddah, this means going beyond slogans or landmark imagery — to crafting authentic, immersive experiences that connect visitors deeply with the city’s culture, history, and future.

With a place branding strategy grounded in authentic experience design, Jeddah can stand out as one of Saudi Arabia’s most vibrant, welcoming, and enriching destinations — a city that lives in the hearts and memories of those who visit.

About Arbaaa

At Arbaaa, we specialize in destination marketing and place branding for cities, tourism boards, and major developments in Saudi Arabia and beyond. We help create strategies that connect people to places through compelling experiences and authentic narratives.

If you’re ready to elevate your place brand and attract the right audience, we’d be delighted to help — from strategy to execution.