77% of MENA content creators see GCC leading positive transformation in tourism entertainment – Weber Shandwick’s InfluAnswer Arabia 2025

MENA – Weber Shandwick MENAT has released the second edition of InfluAnswer Arabia, a report spotlighting the perspectives of content creators across the MENA region.

A key finding highlights that 77% of creators believe GCC countries are at the forefront of driving positive transformation within the tourism and entertainment sectors, underscoring the region’s growing influence as a dynamic hub for hospitality innovation.

The report reveals that creators are increasingly valuing authentic brand connections, with 80% citing meaningful engagement as their primary motivation for attending events, up from 66% last year.

VIP experiences have also gained importance, with 63% of creators now considering them essential, a notable rise from 51% previously.

Brand reputation has emerged as a critical factor in selecting collaboration partners, entering the top three considerations for the first time and surpassing monetary incentives.

Personal belief in a brand remains the most influential criterion, reflecting creators’ focus on aligning with brands that share their values and credibility.

While short-form content continues to dominate, the report notes a growing interest in long-form formats such as podcasting, with 48% of creators exploring this medium and 11% already incorporating it into their strategies.

Additionally, 60% of creators report increased posting about causes they personally care about, signaling a rise in purpose-driven content.

The report also touches on creators’ evolving attitudes toward technology, with nearly half expressing positivity toward AI tools, which they believe enhance storytelling by automating repetitive tasks and offering advanced analytics.

However, concerns about deepfakes remain prevalent.

At the launch event, industry leaders from Snap, TikTok, and Boehringer Ingelheim joined prominent regional creators Abdullah Raesi, Emkwan, and Safa Srour to discuss these insights.

 Ziad Hasbani, Regional CEO of Weber Shandwick MENAT, emphasized the importance of authenticity, community-building, and strategic diversification in the influencer space.

Ghaleb Zeidan, Regional Managing Director, added that successful collaborations are rooted in shared experiences and brand purpose rather than mere transactions.

InfluAnswer Arabia 2025 provides brands with valuable guidance to forge meaningful partnerships that resonate with audiences and drive engagement in the evolving MENA hospitality and tourism landscape.

Weber Shandwick MENAT continues to support clients across Abu Dhabi, Doha, Dubai, Kuwait, Riyadh, and beyond in cultivating impactful connections within the creator community.

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