Saudi Tourism Authority makes Cannes Lions debut to promote new spirit of creativity in country

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LONDON: The Saudi Tourism Authority on Monday made its debut at the Cannes Lions International Festival of Creativity, where it is promoting the Kingdom’s burgeoning creative sector as a key driver of tourism.

Fahd Hamidaddin, the organization’s CEO, said authorities in the country are committed to placing creativity and innovation at the forefront of their plans for diversification of the national economy. He also emphasized the role the industry can play in shaping global perceptions of Saudi Arabia and promoting recent dramatic changes in the Kingdom.