Iman Almutairy is a leading voice in Nation and City Branding in Middle East, with a career that bridges public ambition and place identity. From roles at AlUla, the Ministry of Tourism, and Soudah Development to leading Bloom Consulting in Riyadh, Iman has helped shape Saudi Arabia’s narrative under Vision 2030. For Iman, every place has a story, and branding is how it’s told.
Tell us about your professional background.
My professional journey began with a deep passion for product marketing and branding, a focus that later evolved to encompass the rich stories of cities, nations, and places. Over the years, I’ve held leadership roles in both the public and private sectors – working with the Royal Commission for AlUla, the Ministry of Tourism, and Soudah Development – contributing to some of Saudi Arabia’s most ambitious branding and marketing efforts. Today, I serve as the Managing Partner of Bloom Consulting in Riyadh and the CEO of Destination Consultancy. Personally, I believe every place has a story worth telling – and understanding culture is the key to building meaningful narratives.
How do you see your role at Bloom Consulting contributing to City and Nation Branding in Saudi Arabia, in line with Vision 2030?
My role is focused on translating the ambitions of Vision 2030 into impactful strategies that give Saudi cities and destinations a clear, compelling voice. We work to elevate Saudi Arabia’s global presence by crafting branding approaches that reflect the country’s heritage, strengths, and aspirations. Our work aligns closely with the Vision’s goals of economic diversification, tourism development, and enhancing Saudi Arabia’s global reputation.
What does City Branding mean to you, and how is it evolving in the region?
To me, City Branding is about emotional identity – it’s how people feel about a place, how they talk about it, and how they connect with it. In the Middle East, we’re witnessing a shift from superficial promotion to deeply rooted storytelling. It’s a sign of strategic maturity, where cities are now expressing who they are from within, not just how they wish to be seen.
Which projects have had the biggest personal or professional impact on you?
The Soudah Peaks project was incredibly meaningful – I was involved from the very beginning, helping shape the destination’s brand identity in harmony with its natural and cultural essence. Another milestone was my work on the AlUla tourism brand, which blended history, vision, and ambition into one of the Kingdom’s most inspiring narratives.
What gives you the greatest sense of meaning in your work?
When the identity we build becomes something people can experience, embrace, and be proud of – that’s when I know we’ve succeeded. That emotional connection is the true purpose of what we do.
If you had to describe the future of City Branding in the Middle East in one word or phrase, what would it be?
“Competitive distinction.” Cities today aren’t just competing for attention – they’re competing for minds, ideas, and long-term loyalty.
What advice would you give to young professionals entering this field?
Start by understanding the place from the inside out. Listen to the people, study the culture, and craft stories that reflect the true spirit of the location. Nation and City branding require more than strategy – they require empathy, vision, and authenticity.
Outside your professional life, what keeps you inspired?
Travel, exploring old cities, and immersing myself in nature – those experiences feed my creativity. I believe that to truly brand a place, you must first walk through it, feel it, and listen to its unspoken story.
Published on 15.05.2025.
