Visit Saudi

The objective

Launching the Visit Saudi hub as a central destination for users exploring Saudi Arabia.

Visit Saudi set out to showcase the Kingdom as a vibrant summer destination, full of diverse experiences across its cities and landscapes. With travelers increasingly turning to TikTok to search for inspiration, Visit Saudi wanted to meet the community where curiosity begins: right at the search bar.

The objective was to debut Visit Saudi’s first branded search hub on TikTok, an innovative format designed as a central point for discovery. By pairing this hub with a targeted keyword strategy, Visit Saudi aimed to capture high-intent travel queries, strengthen its summer campaign narrative, and inspire audiences across the region to explore the Kingdom.

The solution

Leveraging TikTok’s branded search hub to own the search moment

Visit Saudi became one of the first advertisers in MENA to launch a branded search hub on TikTok, setting a new benchmark for how tourism boards can use search to influence travel decisions.

The branded search hub served as a centralized, interactive space where the TikTok community actively exploring destinations could dive deeper into Saudi Arabia’s experiences. Instead of spreading content across multiple formats, the hub brought everything together under one roof: videos, campaign visuals, and links that connected seamlessly to Visit Saudi’s Color Your Summer narrative.

To drive audiences into the hub, Visit Saudi activated a targeted Search Ads campaign. By selecting intent-rich phrases such as “Visit Saudi,” “Travel to Jeddah,” and “Tourism in AlUla,” the brand ensured it reached people at the peak of their travel inspiration. Rather than waiting for discovery to happen organically, Visit Saudi met curiosity head-on—transforming search into a storytelling moment.

What made this approach unique was how it blended search utility with immersive brand experience. When people clicked into the hub, they weren’t just engaging with an ad experience, they were transported into a destination-like journey on TikTok itself. The interface highlighted Saudi Arabia’s cities, cultural landmarks, and diverse landscapes in an engaging, visually rich format that encouraged exploration. Every search became an entry point to experience the Kingdom in a meaningful way.

On the backend, TikTok’s tools enabled Visit Saudi to monitor keyword performance, refine placements, and ensure content relevance, maximizing both visibility and engagement. This approach transformed the search bar into a storytelling channel that merged scale, precision, and creativity.

Ultimately, the branded search hub amplified Visit Saudi’s summer campaign and showcased how brands can own intent-driven moments. For the TikTok community, it was a seamless journey from curiosity to inspiration. For Visit Saudi, it proved that search can be both a performance driver and a branding powerhouse.

The results

From searches to discovery: 1.5M visits engaged with Visit Saudi

The campaign achieved breakthrough results, firmly positioning Visit Saudi as a digital pioneer in the region.The hub attracted over 1.5 million page views, proving its effectiveness as a central discovery point for users actively searching for travel inspiration. Engagement soared, with more than 18 million interactions generated across campaign content — showing that users weren’t just browsing, but meaningfully engaging with the storytelling around Saudi Arabia’s summer offerings.

Performance also translated into action. The campaign delivered a 1.2x uplift in organic search growth, confirming the strategy’s long-term value beyond paid media. Visit Saudi succeeded in driving qualified traffic to its owned platforms, ensuring intent was channeled into deeper exploration and conversion. By launching the first branded search hub in MENA, the brand not only drove awareness but also delivered tangible, measurable impact across the funnel.