Sometimes, the journeys that change us the most are the ones we never planned. For Nicole Azmira, a Canadian content creator and traveler, that journey began with a last-minute flight change and a destination that felt unfamiliar at first. She landed in Saudi Arabia not with a fixed agenda, but with curiosity and an open heart.
What unfolded over the next 90 days was something she couldn’t have scripted. From quiet moments in desert cafés to wide-eyed wonder at heritage villages, Nicole found more than just content. She found a connection to the land, the people, and a version of herself that felt fuller, freer, and more rooted in purpose.
In this interview, Nicole Azmira opens up about her creative beginnings, her impressions of Saudi culture, and the unexpected generosity that left a lasting impact. Her answers offer a window into what it means to see a place beyond the headlines and to let your work reflect something deeper than trends.
1. Let’s start with a little bit of your background. What got you into content creation in the first place? Was it planned, or something that just grew over time?
I’ve always had a creative side and an early passion for photography, which initially led to a college offer in that field. Instead, I chose to pursue professional makeup artistry and eventually opened my own salon. That’s where I discovered the true power of social media and began developing my online presence. When the pandemic forced my salon to close, I shifted gears and started documenting my travels—initially as a hobby, but it quickly turned into a passion. Over time, I began creating higher-quality content, growing my platforms, and eventually taking on paid content creation work. Becoming a content creator gave me the flexibility to travel, which is something I truly love. Last summer, a spontaneous opportunity brought me to Saudi Arabia, where I spent 90 days exploring over three separate trips. I was deeply inspired by the Kingdom’s culture and history, and I’m excited to return and create even more.
2. When you’re filming or sharing during a trip, how do you decide what’s worth capturing and what’s just for you?
As a creator, this is always a balancing act. I tend to record more than I need—even moments that may not seem valuable at first—because they often become useful later. My organic content usually falls under two main themes: trends and education. I try to keep it versatile so it can serve multiple purposes. That said, I do keep some things just for myself, like funny behind-the-scenes clips or moments with friends. In Saudi Arabia, I’m also mindful of local norms—many people prefer to stay off-camera, and I always prioritize their comfort and consent.
3. We’d love to know what drew you to visit Saudi Arabia. Was it curiosity, a calling, or something you stumbled into?
It was actually quite a coincidence. I had another trip planned elsewhere that suddenly fell through, and a fellow creator suggested I come to Saudi Arabia instead. I’m quite spontaneous, so I made the decision and changed my flights to go to Saudi instead, less than 48 hours before my original departure. I had seen beautiful content about the Kingdom and was curious, but it always felt very far and unfamiliar. That spontaneous decision ended up being one of the best I’ve ever made.
4. As someone coming from a Canadian background, what were some of the first cultural differences you experienced after landing in the Kingdom?
I wouldn’t call them shocks, but rather cultural differences! One of the first was the shift in the working week from Saturday-Sunday to Friday-Saturday. Another was the separate entrances for families and single men, which is very different from Canada’s mixed public spaces. Nothing to do with culture but the desert sun is HOT, especially for a Canadian that spends half the year frozen.
5. How did it feel to experience places like Diriyah, Ushaiqer village, and Edge of the World? Did these places shift something in you?
I love learning about history and culture, and Saudi Arabia is incredibly rich in both. Visiting the heritage sites feels like stepping back in time. You can always find a local who is friendly and willing to share their knowledge and stories. This really deepens the entire experience and makes it feel more raw and authentic. I’m especially excited to explore more places like AlUla to learn more of the Kingdom’s diverse history.
6. You’ve spoken about the warmth and kindness of the people you met. Can you tell us about a moment where Saudi hospitality really left a mark on you?
One moment that stands out happened late at night at a café called Calzey. I needed strong Wi-Fi to send large files to a Canadian client. After I had ordered, I found out my card wasn’t working, and I didn’t have cash, so I left to find an ATM. The café owner overheard and she asked the manager to invite me back in and enjoy anything I wanted—on the house. I was so touched that I shared my positive experience online to show others a prime example of the kindness and generosity I’ve experienced here.
7. Many visitors come with certain ideas about Saudi Arabia. What did you believe before coming, and how did those beliefs evolve after spending time here?
Unfortunately, Western media often paints a negative and inaccurate picture of Saudi Arabia. There are even official travel advisories suggesting it’s unsafe for solo female travelers. But during my 90 days here, I never once felt unsafe or harassed. The people have been incredibly welcoming, helpful, and are always excited to share their country with you. This is one of the things that inspired me to create content that reflects the reality I’ve experienced and helps others see the true spirit of the Kingdom.
8. Was there a moment during the trip where you thought to yourself, “I wish more people could see this side of Saudi Arabia”? What triggered that feeling?
Many times. One that stands out was seeing the green mountains of Taif—so different from the typical desert image people have, so I knew I had to document it. Places like Tabuk also fascinate me; they seem almost otherworldly. Also, the food scene here is phenomenal, and many restaurants hire chefs from the cuisine’s country of origin to ensure authenticity. On a broader level, I wish more people could see more of the Saudi 2030 Vision. It’s truly inspiring to see a nation invest so deeply in its people and future.
9. Did traveling through Saudi Arabia change the way you see yourself as a woman, traveler, or storyteller? If so, how?
As a mostly solo female traveler, I can confidently say Saudi Arabia is one of the safest places I’ve been. That sense of security allows me to create content more freely, without constantly worrying about my surroundings or equipment. It’s incredibly liberating and has helped me focus more on storytelling and creativity.
10. How do you hope your content reshapes people’s views of Saudi Arabia? Is that something you think about when you post?
My goal is to challenge Western viewers to reconsider what they think they know about Saudi Arabia and the Middle East. I want to spark curiosity, encourage deeper understanding, and inspire people to visit. When my content makes someone pause, reflect, or feel something unexpected—that’s when I know I’ve done a good job and feel proud.
11. Did Saudi Arabia change anything about how you see travel or the kind of stories you want to tell?
It definitely expanded my perspective. I experimented with different content styles here and learned a lot about what resonates with my audience. I had a similar experience with Tunisia, but I was far less experienced back then. Saudi has helped me grow as a storyteller and fine-tune the direction I want to take with my work.
12. Lastly, do you see yourself coming back to Saudi Arabia? If so, is there anything you’d love to explore next time around?
Absolutely! In fact, my goal is to relocate to Saudi Arabia permanently. I’ve already started mapping out a list of content ideas and locations, and I’m planning to turn some of them into a short documentary or film project. I’m particularly excited to explore more of the north and south as I have yet to see those regions.
A Journey That Keeps Unfolding
Nicole Azmira didn’t come to Saudi Arabia with a checklist. She came with curiosity. And that simple act of choosing to say yes to a country she knew little about has shaped a new chapter in her journey. In these stories and reflections, you can feel how much of that chapter has been written with openness, kindness, and a desire to understand.
The beauty of travel often lies in its unpredictability. For Nicole Azmira, it led to mountaintop moments, café encounters, and a growing body of work that helps others see the Kingdom through a new lens. As she looks ahead to returning and building new creative projects, one thing is clear: this isn’t a story about passing through. It’s about finding a place that feels worth returning to.
And sometimes, that place finds you first.
______________________________________________________________________________
Follow us on Instagram for daily travel inspiration and untold stories from the Kingdom. Want more? Explore more experiences and stories in our Tourism and Hospitality category.
This article is brought to you by Soul of Saudi — a Saudi travel blog dedicated to uncovering the heart and soul of the Kingdom.
