CARMA Launches 5th Edition of Kingdom Reputation Report
In partnership with SOCIALEYEZ and Cicero & Bernay
Riyadh – Asdaf News:
CARMA, the global leader in media intelligence and research solutions, in partnership with SOCIALEYEZ, the Middle East’s leading team of creative strategists, and Cicero & Bernay, a leading communications consultancy, officially launched the Fifth Edition of the landmark Kingdom Reputation Report during an exclusive event held at Crowne Plaza Hotel Riyadh, Digital City (RDC). The gathering brought together leading voices in media, business, and communications to explore the evolving global perception of Saudi Arabia and the Kingdom’s remarkable transformation under Vision 2030.
The event commenced with a keynote speech by Mazen Nahawi, Founder & CEO of both CARMA and SOCIALEYEZ, followed by a panel discussion moderated by Sean Trainor, Founder of Salient Communication Group. The panel featured renowned industry leaders, including Islam Zween, CEO of Argaam Investment Company; Rawan Althagafy, Founder, Coach, and EQ Leadership Expert at Elevating Minds; and Rebecca Wiles, Senior Vice President at Teneo.
Drawing on AI-powered analysis and human-led interpretation of media content across more than 100 countries, CARMA’s report reveals a marked increase in positive sentiment surrounding Saudi Arabia’s modernisation efforts, cultural diplomacy, and global leadership. The volume and tone of media coverage affirm that the Kingdom is gaining investor trust and attention as a future-ready nation at the forefront of innovation.
The new study reveals a decisive shift in the Kingdom’s international reputation. In 2024, positive coverage in top-tier traditional media climbed to 86%, a 30% increase since 2020. This momentum has been driven mainly by economic diversification, sports, and the rapid growth of the tourism sector, which experienced a 60% surge in visibility over the past year. Vision 2030 continues to reshape the narrative, now accounting for 60% of reporting on Saudi Arabia and signalling broader recognition of the nation’s transformation.
Mazen Nahawi, Founder and CEO of CARMA and SOCIALEYEZ said: “This fifth edition of the Reputation Report clearly illustrates that the Kingdom’s reforms, mega-projects, and diplomatic efforts are being recognised and respected globally, aligning with Vision 2030. Whether in sustainability, cultural transformation, or economic diversification, Saudi Arabia is delivering results that command attention by building credibility and shaping identity, and media intelligence is giving us the clarity to see what’s working and where the momentum is. The resulting data tells a powerful story of progress.”
The report highlights several key trends that are shaping Saudi Arabia’s global image. To begin with, media coverage is increasingly reflecting the Kingdom’s ambitious push for economic diversification and innovation, led by major initiatives such as NEOM and the Red Sea Development. In addition, strategic investments in sports, arts, and entertainment are enhancing Saudi Arabia’s soft power, encouraging cultural exchange, and fostering goodwill on the international stage. High-profile state visits and cross-border engagements are also helping to position the Kingdom as both a regional stabiliser and a valued partner. Furthermore, the ongoing commitment to social and economic reform continues to bolster Saudi Arabia’s reputation as a progressive and resilient nation. Taken together, CARMA’s data analysis and sentiment tracking confirm a consistent international perception of Saudi Arabia as an innovative, forward-looking country.
Ahmed Dahduli, Managing Director – Saudi Arabia at CARMA, added: “What we see today is a confident ownership of Saudi Arabia’s narrative, reflecting the reality of its transformation. The Kingdom is no longer defined by external perceptions alone, and through strategic investments in culture, sport, tourism, and diplomacy, it is actively shaping how it is viewed on the global stage. This Reputation Report affirms the growing importance of media intelligence: not just as a measurement tool, but as a lens to understand sentiment, track progress, and provide cultural context that drives smarter decisions.”
CARMA’s Kingdom Reputation Report draws on advanced natural language processing, proprietary content monitoring, and expert media analysts to deliver unparalleled clarity into how nations are perceived in a fragmented, fast-moving global media landscape.
The Riyadh launch event concluded with a networking dinner, giving attendees the opportunity to connect with speakers and the CARMA team and to discuss the implications of the report for Saudi Arabia’s global reputation.
