⁨She Is the Future, and You Are Its People⁩.

⁨In July 2025 the Ministry of Tourism launched Ahluha, a platform to build a community of tourism professionals in the Kingdom (Okaz). The campaign had to introduce the programme and its role in empowering Saudi talent and shaping the future of tourism, according to the award entry.⁩

The campaign paired a hero film with photography sessions in Riyadh, Jeddah and AlUla that showed the range of tourism professions and the opportunities open to young Saudis, according to the entry, which Telfaz Creative Production Company submitted. The programme's name, أهلها, means 'its people', which the campaign's title picks up. MUSE credits Mohsen Sherif as director.