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Saudi Arabia’s international reputation has seen a measurable improvement, according to the 5th Edition of the Kingdom Reputation Report by CARMA, a global media intelligence firm. The findings highlight increased positive sentiment in global media coverage, largely driven by the country’s Vision 2030 initiatives and its push to diversify the economy.
In 2024, positive media coverage of Saudi Arabia increased by 25 per cent compared to 2023, while negative coverage declined by 55 per cent since 2020. These shifts signal a long-term transformation in how the Kingdom is perceived internationally.
CARMA’s multi-market public survey, which gathered insights from the UK, USA, India, Singapore, and Russia, found that 59 per cent of respondents expressed a favourable view of Saudi Arabia. Among these, 37 per cent said their perception had become more positive in the past 12 months.
Vision 2030 leads the narrative
The Vision 2030 agenda has become central to international discussions about Saudi Arabia, accounting for 60 per cent of global media coverage—the highest share recorded to date. Notably, coverage of Saudi Arabia’s social and economic transformation now exceeds the volume of political discourse for the first time since 2020.
Tourism, entertainment, and major events fuel attention
Coverage related to the Kingdom’s economy rose by 77 per cent in 2024, supported by events such as the Future Investment Initiative, the LEAP tech conference, and the World Defence Show.
Tourism and entertainment coverage grew by 60 per cent year-on-year, reflecting the country’s efforts to position itself as a global destination. While coverage of sports fell by 7 per cent, it still made up 11 per cent of total global media volume, driven by events like Saudi Arabia’s confirmed bid to host the 2034 FIFA World Cup.
Influencers and leadership shaping perceptions
Influential global personalities such as Cristiano Ronaldo, Neymar, MrBeast, and Elon Musk contributed to increased engagement with Saudi Arabia’s growing entertainment and cultural presence through high-profile social media posts.
CARMA also noted that Saudi leadership was frequently represented in international media as drivers of reform, mega-project development, and regional diplomacy.
Survey results reflect this shift in perception: 59 per cent of respondents expressed interest in visiting Saudi Arabia, 60 per cent were open to doing business in the Kingdom, and 52 per cent said they would consider working there.
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Methodology
CARMA’s report integrates AI-powered sentiment analysis, human interpretation, international media review, influencer tracking, and public perception data. The methodology offers a 360-degree view of how Saudi Arabia’s evolving strategies are influencing global perceptions.
The report underscores how sustained communication efforts, landmark reforms, and strategic investments in tourism, sports, and culture are reshaping international attitudes toward the Kingdom.
