As Saudi Arabia advances toward its Vision 2030 goal of 150 million visitors, the need for narratives rooted in authenticity has never been greater. Nick Maddock’s (@NickMaddockGlobal) work, shaped across 125 countries frequently mischaracterized by global media, centers on human experience over headlines. With this journey, he brings that approach to Saudi Arabia for the first time.
Maddock is a global storyteller who asks audiences to look beyond headlines. He earns trust through genuine presence – patient, open, and attentive to the subtleties that define a place. What began as a journey to spread his father’s ashes grew into a deeper commitment to sharing time with the world and documenting what reveals itself along the way.
He’s not a “insert reel here” kind of creator; he’s a narrator of real life with skin in the game. His style is disarmingly unvarnished: sometimes funny, sometimes fumbling, always readable as human. In an era of brand-slick travel content and algorithmic vanity, where every face is filtered, every smile is sponsored, and every destination is reduced to a checklist, Nick’s work lands differently. No drones, no dancers, just dusty shoes and unfiltered laughter. He doesn’t perform certainty. He pays attention. And that’s exactly why his audience listens when he says, “This is what it actually felt like.”
In the past 30 days, Nick’s content has generated over 20 million views across social platforms and attracted 50,000 new followers, driven by authentic, on-the-ground storytelling, further growing his more than 200 million views annually. This engagement delivers measurable partner benefits, including over 5,000 room nights booked at local hotels and a 30% increase in sponsor tag engagement, demonstrating clear business impact and return on investment.
Saudi Arabia represents a strategic next step in this work, and the timing is significant. Beyond economic metrics, the stories that 150 million visitors will share are vital. Under Vision 2030, tourism has become a national priority: WTTC reports the sector contributed SAR 444.3BN to GDP (about 11.5% of the economy), supported over 2.5 million jobs, and saw international visitor spending reach SAR 227.4BN. The Kingdom now aims to attract 150 million visitors by 2030, as outlined in its national tourism strategy.
This momentum is clear: the Ministry of Tourism reported about 116 million domestic and inbound tourists in 2024, comparable to the combined populations of Spain and Canada. With total tourism spending at approximately SR 284 billion and 30 million inbound visitors, these figures highlight the significant scale and impact of tourism in the Kingdom.
Nick is drawn to Saudi Arabia by the opportunity to go beyond familiar narratives. His goal is to experience the country through its people, routines, traditions, humor, food, and events that are often overlooked. His mission focuses on three pillars: everyday Saudi life, bridging cultural gaps between Western and Saudi perspectives, and highlighting the Kingdom’s lesser-known natural, historical, and human highlights, from heritage villages and archaeological sites to unique landscapes and crafts.
“For a long time, Saudi Arabia has been on my bucket list. I’ve traveled all around it, through the UAE, Oman, Syria, and Jordan,” laments Maddock, “but the timing never quite lined up. With how much change is happening here now, it really feels like there’s no better moment to explore. I’m excited to dig past the headlines and the big, leading-edge ventures and spend time with the human side of the country, the culture, the people, and what makes Saudi Arabia tick.”
Nick’s journey will document Saudi Arabia from an insider’s perspective, focusing on authentic experiences rather than clichés. He structures the journey into three themes: “Origins,” exploring Diriyah’s At-Turaif and Najdi heritage; “Horizons,” covering desert cliffs, Al-Ula’s Hegra, inscriptions, and Maraya; and “Surprises,” highlighting Jeddah’s Al-Balad, the Red Sea’s mangroves and reefs, and the green landscapes of Asir. Optional routes include Al-Ahsa and Wadi Al-Disah, challenging the idea of Saudi Arabia as a single-desert nation. This approach provides context and demonstrates the significance of each location in shaping perceptions.
“Over the next few weeks, I’m hoping to go beyond the Riyadhs and the Jeddahs and venture into lesser-known parts of the Kingdom. That’s where you start to understand a place more deeply,” Maddock shares with passion,” [I want to see] what daily life looks like, what the people are really like, and what truly makes Saudi Arabia unique. For me, that’s where the real story lives.”
This project offers a collaborative opportunity. Nick’s work is most impactful when supported by partners who value authenticity, access, and long-term narrative influence. Cultural institutions, tourism organizations, hospitality groups, heritage bodies, brands, and other stakeholders are invited to participate by providing access, hosting Nick and his team, or co-creating experiences that showcase Saudi Arabia’s heritage and stories. These collaborations will enhance Nick’s storytelling and offer partners increased visibility and credibility through authentic, meaningful narratives.
Published by Boudou Gueffai | Editor-in-Chief
