Experiences have to be taken part in, not just watched.
Saudi Tourism Authority's Sarah Abumelha on why brands need experiences that invite participation, and how destinations can use them to sell a visit.
By Campaign Middle East · Oct 9, 2026
Sarah Abumelha, VP of Global Events and Exhibitions at the Saudi Tourism Authority, argues in this opinion piece that as people see more ads, brands need experiences that pull them in.
The key shift is participation. An experience people take part in becomes relevant in a way that watching never does. For destinations that matters even more, because an experience can introduce a place's culture and hospitality before anyone books a trip.
She stresses human interaction, with technology there to enhance it rather than stand in for it. Good experiences give people a reason to act and lead to a next step, such as planning a visit. Location, operations and authenticity all count.
Her conclusion is that experiential work should connect physical and digital touchpoints, and tie brand-building to conversion. For Saudi brands and tourism marketers, that makes a useful test for any event: what does the visitor do next?