RIYADH: Spaniard Gus Franco moved to Saudi Arabia out of curiosity in early 2024 and soon fell in love with its rich culture, documenting his experiences and sharing his adventures with millions of viewers on social media.
Franco spoke to Arab News about how he had searched for accurate information about the Kingdom before his move, only to find media overshadowed by stereotypes.
To his surprise, he found the reality was “completely different” to the stereotypes, which inspired him to create his own content and change the narrative.
Gus Franco, Spanish content creator
“That’s how ‘Gus in Saudi’ was born: a project to showcase the Kingdom through a relatable lens,” he said.
“The results speak for themselves: almost 100 million views and followers from over 60 nationalities and countless messages from people saying they now want to visit or work here.”
The content creator and business consultant says his inspiration comes from things that catch his attention: traditions and places as well as Saudi and international followers who guide him through the city and his content.
Saudi Arabia stands out for its unique blend of tradition and modernity, which coexist in fascinating ways.
Gus Franco, Spanish content creator
“Saudi Arabia stands out for its unique blend of tradition and modernity, which coexist in fascinating ways. The pride in preserving traditions, combined with the excitement of Vision 2030, creates a dynamic and evolving atmosphere.
“My Arab followers have been incredibly supportive. They were the first to encourage me and help me refine my content. Even critiques are constructive and teach me about cultural nuances I hadn’t considered.”
Franco has become so fond of the Kingdom, that he is now writing a book inspired by his travels.
“I’ve grown attached to this country and feel that through my work, I can contribute to its image and progress... I still have many projects I want to develop. For instance, I’ve written a 400-page book about the country, which I’m still refining.”
From a small Spanish town to the bustling city of Riyadh, he said he has always had the urge to explore beyond his surroundings, taking over 100 trips globally to more than 150 cities.
“Living in the UK and Belgium shaped my curiosity about regions I knew less about, especially the Middle East.
“Saudi Arabia stood out for its rich traditions and rapid transformations. Thanks to a government program, I arrived nearly a year ago, and it’s been a journey of discovery and growth ever since.”
Franco says life in the Kingdom feels “both familiar and distinct”, noting the city layout, reminiscent of an American style, is car-centric, with social gatherings happening in specific “plazas” or “stirahas”.
He added: “Weekdays follow a structured rhythm of work, gym, and routine, while weekends come alive with vibrant and comforting activities: whether it’s having dinner at 2 a.m., grabbing coffee at 10 p.m., or heading out for a picnic (kashta) in the desert. These experiences add a unique charm to life in Saudi.”
Franco mentioned the rich history between Spain and Saudi Arabia, highlighting Al-Andalus, the Muslim-ruled area of the Iberian Peninsula, and strong family values.
“Both are peninsulas with cultures shaped by diverse influences. Growing up in southern Spain, I found it easy to relate to the warmth and social connections here...I’ve learned so much about Saudi culture, especially the role of religion and the importance of hospitality.
“Saudis are incredibly humble, generous, and welcoming. Trust and family are central to their lives, much like in Spain.”
In Spain, coffee is almost sacred, he added. “My brother and I can go through two or three coffee pots a day. In Saudi Arabia, coffee holds a similarly significant role, which made me feel at home instantly.”
During his time in the Kingdom, Franco said he learned about Saudi culture and the Arabic language organically through interacting with locals.
“I’ve never taken formal lessons, but now I can read, write, and have a vocabulary of over 1,000 words, even if my Arabic is still broken. Words like khalas, inshallah, alhamdulillah, and bismillah are part of daily vocabulary. They represent not just the language but also the deeper values I’ve come to appreciate.
“I still laugh when I think about the comments about being ‘heavy-blooded’ (dam thaqil) or ‘light-blooded’ (dam khafif). At first, I didn’t understand, but now I know it means whether you’re funny or not. It’s been a fun way to learn and connect with the humor here. Alhamdulillah!”
He said reactions to his content creation have been mostly positive, but not everyone fully understands the balance he tries to maintain between social media and real life.
“I know that sometimes it has bothered people close to me. It’s something I’ve learned to handle it better. Also, my mother’s opinion matters deeply to me. She’s always supported me and reminded me to stay grounded and take breaks when needed, which has been invaluable as I navigate this journey.
“Anyway, with my return home for holidays, I’m sure they’ll have plenty of questions about Saudi Arabia, Arabic, and my content. It will be fun to see their reactions!”
Although Franco’s time in the Kingdom may come to an end since his contract is ending soon, he is currently evaluating the options on the table.
“If I stay, I want to take my projects to the next level, increasing their impact and contributing even more to the country. If I leave, I’d like to remain connected to Saudi Arabia in some way.
“This country has become a part of me: culturally, professionally and emotionally. Vision 2030 is marked on my calendar, and I hope to be a part of its story.”
Franco said he would like to be remembered as someone who embraced Saudi culture wholeheartedly, built bridges between the Kingdom and the rest of the world, and showcased its warmth and social connections.
“I’d like to think of myself as a part of Saudi’s ongoing journey.”
