Nahj Ep#5: How Destination Marketing Became Shorouq Mufti’s Story to Tell

In Episode 5 of Nahj (نَهْج), Ameer Albahouth sits down with Shorouq Jameel Mufti, Founder of Sunrise Marketing, to explore how place, identity, and storytelling come together to shape one of Saudi Arabia’s most exciting fields: destination marketing.

From childhood trips through Al Soudah and Asir to major projects across AlUla, Jeddah, Riyadh, and Madinah, Shorouq shares how her love for travel, culture, and people turned into a career that helps destinations speak. Not through ads, but through authentic stories rooted in identity.

She takes us inside her journey from Unilever to consulting, to building Sunrise Marketing, and into a philosophy that sees marketing as a human experience: connecting people, elevating local voices, and building narratives that last.

6 Key Takeaways from Shorouq Mufti’s Journey

1. Identity Comes Before Promotion

Destination marketing isn’t about visuals. It’s about understanding people. Shorouq believes every campaign starts with identity: Who is the place? What does it represent? Who are its people?

2. AlUla Was a Turning Point

Working in AlUla changed her personally and professionally. Its nature, stillness, and authenticity, especially the people, taught her that destinations are felt before they’re marketed.

3. Diversity Is Saudi Arabia’s Superpower

From Asir's mountains to Jeddah's coast, each region carries its own dialect, colors, food, and traditions. Shorouq sees this diversity not as a challenge, but as the foundation for a stronger national brand.

4. Purpose Adds Value Beyond ROI

Among her many projects, the most meaningful was a non-profit initiative that blended volunteering, entrepreneurship, and knowledge-sharing. It reminded her that real impact goes beyond financial returns. It builds people.

5. Three Lessons for Anyone Entering Marketing

• Build partnerships, not competition. Collaboration multiplies growth.
• Stop waiting for perfection. Launch your idea.
• Give without expecting. Teach, guide, help. The impact comes back in ways you don’t expect.

6. Innovation Starts with Simple Ideas

For Shorouq, innovation isn’t about high-tech tools. It’s about creating new value even from old concepts. A small idea, written down and nurtured, can turn into a solution, a product, or a story that travels far.

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