A recent report by Weber Shandwick MENAT reveals that 77% of content creators in the MENA region believe that Gulf Cooperation Council (GCC) countries are leading a positive transformation in the tourism and entertainment sectors. The second edition of the InfluAnswer Arabia report highlights insights from these creators, emphasizing the evolving dynamics of influencer marketing in the region.

The report indicates a significant shift in creators’ attitudes towards artificial intelligence (AI), with almost half (49%) expressing positivity about its implementation, up from 29% the previous year. Additionally, nearly two-thirds (63%) of creators now consider VIP experiences important, a notable increase from 51% last year. This reflects a growing expectation for events to offer more than just standard experiences, with a clear focus on brand connection.

Ghaleb Zeidan, Regional Managing Director of Weber Shandwick MENAT, noted that while personal belief in a brand remains crucial for creators when choosing collaborations, brand reputation has now entered the top three factors, surpassing monetary value. This change indicates that creators are increasingly prioritizing public perception and the credibility of the brands they work with.

The report also highlights a trend towards longer content formats, with many creators exploring opportunities in podcasting. Nearly half (48%) are considering this medium, while 11% have already incorporated it into their strategies. This trend aligns with a rising demand for authentic storytelling and personal expression among content creators.

Ziad Hasbani, Regional CEO of Weber Shandwick MENAT, stated that the influencer landscape in MENA is maturing, with creators becoming more confident and strategic in their collaborations. He emphasized that the best partnerships are built on shared experiences and mutual respect, rather than merely transactional relationships.

At the report’s launch event, industry leaders from platforms such as Snap and TikTok participated in discussions about the themes shaping the influencer marketing landscape. The findings underscore a growing emphasis on authenticity, community-building, and strategic diversification in content creation.

InfluAnswer Arabia 2025 provides valuable insights for brands aiming to foster meaningful connections with audiences through effective collaborations in the MENA region’s dynamic tourism and entertainment sectors.