What makes cultural place branding in the Arab region uniquely complex? For Sara Seif Ibrahim, the answer lies in how destinations negotiate between ancient heritage, rapid modernisation, and global perceptions shaped by decades of external media narratives — now intersecting with the immediacy of TikTok and Instagram.
In this conversation, Sara introduces her lens of “narrative co-creation dynamics,” explains why message control no longer applies, and shares practical guidance for destinations seeking authenticity over imitation.
This interview is part of The Place Brand Observer’s theme focus on Places and People to Watch across Africa and the Middle East — discover the special edition here (from early November on).
Sara, what makes cultural place branding in the Arab region uniquely complex?
The region sits at an interesting intersection between ancient heritage and modernization. Unlike other destinations that can rely on centuries of established tourism narratives, Arab cities and nations are actively negotiating what stories to tell, preserving their cultural authenticity, showcasing their current innovation while managing global perceptions previously shaped by decades of parallel global media representation.
What makes these times particularly dynamic is the current digital age: young tourists on TikTok and Instagram are now shaping these narratives through the content they create and share.
Young tourists on TikTok and Instagram are now shaping destination narratives.
What’s the biggest challenge facing destination branding in the region?
For decades, some media have presented the Arab world through mainly a lens of conflict or primitiveness. The inherited brand images created might be the biggest challenge.
But currently, destinations have been working a lot against those inherited narratives while simultaneously showcasing their latest innovations while sustaining their unique cultural authentic identity.
The inherited brand images might be the biggest challenge for destinations in the Arab region.
How does your strategic communications background inform your approach to place branding?
My approach centers on what I call “narrative co-creation dynamics.” I study what tourists, influencers, and external stakeholders share online in unstructured, unplanned ways, because collectively, these moments shared online create the actual destination narrative, which may converge with or completely diverge from the desired official positioning.
Traditional strategic communications tried decades ago to control the message. My approach recognizes that control is no longer doable. Instead, I focus on how Destination Marketing Organizations can strategically leverage the force of user-generated content in their favor not by manipulating it, but by understanding its patterns, amplifying authentic voices that align with destination values, and refining official strategies to engage with this living conversation.
Control is no longer doable — destinations should be on the continuous lookout for more strategies nurturing the force such co-creation.
What emerging trends are you watching in the region?
- Egypt: The Grand Egyptian Museum opening is repositioning Egypt beyond the pyramids, reclaiming its narrative as the cradle of civilization with a world-class, forward-looking cultural institution. This is heritage storytelling for the 21st century.
- Saudi Arabia: Vision 2030 is fundamentally reshaping perceptions. We’re watching a nation deliberately design its future identity to be an ambitious innovation hub through massive cultural and tourism investments. It places branding at a scale we’ve rarely seen with such magnitude in a short period of time.
- Dubai: Its creative economy boom and their Future Councils that literally ‘design the future to live in’ continue positioning the region at the innovation forefront. Dubai has mastered experiential destination branding; they don’t just tell stories, they build them as physical experiences – leaving tourists to be their strongest brand ambassadors.
- Qatar: Hosting the last FIFA World Cup, showing the world how advanced, secure and greatly organized mega events of the sort take place in the region.
What advice would you give to destinations trying to build authentic cultural brands?
- Build from core differentiation, not by chasing trends. Too many destinations try to become “the next ….” or copy certain cultural tourism models. I believe authentic cultural differentiation is a destination’s biggest power.
- Embrace co-creation. Place Brands are already being co-created by global online audiences whether we choose to participate or not. The strategic question is always: how do we enter that conversation and leverage that force?
- Invest in listening and analysis. Before crafting another campaign, understand what travelers are already saying, sharing, and celebrating about our destination. Often, our most powerful brand assets are already being showcased by visitors; we just need to recognize and amplify them.
Place Brands are already being co-created by global online audiences — join the conversation and leverage the force.
Thank you, Sara.
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