Saudi Arabia turns to influencers to give nation's image a makeover

As war in Yemen rages on and controversy around Jamal Khashoggi's murder lingers, Saudi Arabia is turning to influencers to shed a positive light on the kingdom as it slowly opens up to tourism. The tactic is part of a broader PR offensive to improve perceptions in line with Mohammad bin Salman's 2030 Vision.

by Arvind Hickman

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