Abdullah Alfares
Email: a.a.a.alfares@qmul.ac.uk
Project Title
Cultural Tourism as a Tool for Nation Branding:
Examining the Aspirations of Saudi Vision 2030
Project description
Although cultural tourism and nation branding have been studied as separate fields, research that shows their intersection in the Saudi setting is limited. The objective of my study is to find out how Saudi Arabia is rebranding itself through the development of its cultural tourism sector within the context of Saudi Vision 2030. A literature review has identified important gaps—particularly the absence of empirical assessments linking cultural and religious tourism to nation branding strategies. The study investigates how Saudi Arabia’s cultural assets are marketed and how stakeholders perceive the nation’s branding efforts and their impact on international perceptions. By positioning cultural tourism as both an economic driver and a medium for soft power, this research contributes to academic discussions on destination branding. It also seeks to provide actionable recommendations for cultural policy and tourism development in transitional economies. In this respect, it directly engages with the conference sub-theme of marketing tourism places, as it explores the utilisation of cultural tourism for the rebranding of Saudi Arabia.
Conferences Presentations
‘Cultural Tourism as a Tool for Nation Branding: Examining the Aspirations of Saudi Vision 2030’, presented at the 10th Advances in Tourism Marketing Conference, September 2025, Hellenic Mediterranean University, Crete, Greece.
Supervision
1st Supervisor: Professor Haytham Siala
2nd Supervisor: Professor S M A Moin
Biography
I am a marketing expert specializing in strategic communication, content marketing, personal branding, brand management, and cultural projects. I hold a Bachelor’s degree in Business Administration from California State University, Fullerton, USA, and a Master’s degree in Marketing from QMUL. Currently, I am pursuing my PhD at QMUL, focusing on a thesis on the efforts of promoting Saudi Arabia’s cultural tourism to the world.
Alongside my research, I serve as a Cultural and Marketing Advisor to several cultural entities and support high-ranking officials in developing personal branding strategies and strengthening their presence locally and globally. I am also the co-founder of a creative content agency, Sard, and a cultural consultancy, Ashar, and have gained diverse professional experience working in both the USA and the UK.
Areas of Expertise
Cultural Tourism, Nation Branding, Content Marketing, Personal & Institutional Branding, Strategic Communication.
LinkedIn:
https://www.linkedin.com/in/alfares1/
Website: