When considering the role of cultural and creative events as an opportunity for many countries and cities to showcase their capabilities as an influential soft power in both the local and global economic and cultural scenes, countries and cities use cultural and creative events and festivals as a strategic initiative to attract visitors and develop their own brand. There are many different cultural and creative events that, in turn, stimulate visitors, tourists, and culture and creativity enthusiasts to visit the cities that host them. Organizing a global event like the Formula One or the World Expo has an impact in creating a lasting impression, enhancing the city's brand, improving its image, and achieving economic and tourism goals. The destination brand, as a process of identifying the strongest assets of the destination and using them in all marketing communications, plays a significant role in promoting the destination. In this case, Jeddah is considered one of the most important tourist cities in the region. Over the years, Jeddah has become the economic, cultural, creative, and tourism hub of Saudi Arabia, attracting traders, artists, and creatives from all over the world.

Jeddah will host the Red Sea International Film Festival in the historic district of Jeddah, a UNESCO World Heritage site. This festival will serve as a platform to support creativity and shape the future of Saudi cinema. In this article, I will focus on three important motivations that the Red Sea International Film Festival will contribute to: first, tourism and marketing, second, economic development, and third, supporting the production cycle and contributing to the development of the film industry infrastructure. These motivations are valuable in extending the city’s brand, fostering economic growth, and ensuring sustainability for years to come. The economic and cultural developments stemming from hosting such an event will transform the city by introducing the global audience to the promising cultural and creative landscape, as well as connecting the local film industry to the international scene to create a network for the exchange of experiences, knowledge, and collaborative relationships, which will have a positive impact on the industry.

Film festivals play an important role in film tourism, which is a growing phenomenon worldwide, fueled by the growth of the entertainment industry and increased international travel. Film tourism encourages tourists to visit these festivals to watch exclusive screenings and films, as well as participate in activities, events, parties, and meet global stars. The location is an important factor in drawing attention to an event. There is a strong relationship between the location and organizing festivals. Many cities tend to choose locations that are connected to the theme of the festival and the city. Film festivals can be organized in different ways depending on the perspective, and specific sites are chosen based on the purpose and goal of the event. Generally, cities that host festivals either use a historical site to highlight the cultural and historical identity of the place and city or a tourist location to attract tourists.

Saudi Arabia has invested in Jeddah to achieve a competitive edge in trade and build an ideal location that reflects the region’s identity. Jeddah is a coastal city on the Red Sea, a modern commercial hub, and a gateway for pilgrims to the holy Islamic cities of Mecca and Medina. Hotels, resorts, and beaches line the Corniche, adorned with the famous King Fahd Fountain, offering logistical services and investing in infrastructure to make it an attractive economic, cultural, and political location. The festival will host its audience in the historic district, which is the vibrant commercial heart of the city and a UNESCO World Heritage site, combining a mix of heritage and authenticity with its alleys and historic buildings. These historic sites and tourist attractions contribute to attracting the global creative and cinematic audience to learn about the local culture of the place.

Festivals play an important role in revitalizing local cultural life, building the image of a town, city, or region, and enhancing its appeal to tourism. A film festival is a place and space where filmmakers, distributors, and visitors can meet and connect. Such festivals can be a key factor in invigorating local cultural life, building a city’s tourism image, and, thus, economic development. The festival will contribute to attracting the cinematic and creative audience, which will occupy hotels, restaurants, transportation, boost commercial activity, and provide job opportunities for local talent. Therefore, the Red Sea International Film Festival, like other global film festivals, utilizes locations and spaces to gain benefits in enhancing the film industry, the market, highlighting local culture, and generating financial and economic returns for the location.

For filmmakers, film festivals are the key to success and a platform for visibility and networking within the industry. They offer marketing and communication services that connect filmmakers with festival organizers, producers, distributors, and industry professionals. Choosing the right festival for a filmmaker’s aspirations is one of the key goals. In fact, what filmmakers look for in a festival are its reputation, media coverage, awards, networking opportunities, and the chance to connect with producers and distributors. The Red Sea International Film Festival, in collaboration with the Saudi Film Commission and the Ministry of Culture as supporting institutions for the cultural movement in Saudi Arabia, works to support talent and film projects through funding, seminars, and workshops.

In conclusion, cultural and creative events, especially film festivals, contribute to promoting the destination’s brand by raising awareness of the location and showcasing its ability to successfully host events. They also contribute to enhancing the creative economy and developing the infrastructure for the local film industry. Film festivals also grant the city a cinematic identity. In many countries, a film festival suggests that there is an emerging or established film industry in the city. The Red Sea International Film Festival not only revitalizes the creative industry, local economy, and enhances the location’s brand but also helps establish a global position for Saudi cinema while building cultural and creative bridges between local and international audiences and creators.