The global marketing campaign for Saudi Arabia’s national tourism brand, ‘Saudi Welcome To Arabia,’ has kicked off with the participation of renowned football player and Saudi Tourism ambassador, Lionel Messi.
The campaign, titled “Go Beyond What You Think,” is set to target key markets in Europe, India, and China, aiming to dispel common misconceptions about the destination. The initiative, spanning TV, social media, digital platforms, and online travel agencies (OTAs), will unfold over a three-month period. This effort is part of Saudi Tourism’s broader strategy to encourage a more diverse and open perspective while fostering cultural exchange through tourism.
To challenge preconceived notions, the campaign features a call-to-action urging visitors to explore the unexpected facets of the country. Messi stars in a hero video that metaphorically breaks down ‘walls’ of misconceptions, showcasing Saudi Arabia’s diverse landscapes, including the Red Sea, Aseer’s green mountains, snow-covered Tabuk, the coastal city of Jeddah, and the bustling capital, Riyadh. The campaign highlights various attractions and activities, such as the Diriyah E-Prix, Riyadh Season’s theme park rides, hot air balloon flights in AlUla, and MDL Beast music events.
In addition to promoting the country’s natural beauty and entertainment offerings, the campaign underscores Saudi Arabia’s open and welcoming culture. Messi pays tribute to trailblazing Saudi women who have played pivotal roles in cultural transformation, including members of the Saudi Women’s National football team, motorsport athlete Dania Akeel, DJ Cosmicat, and Rayyanah Barnawi, the first Saudi woman in space.
The campaign aligns with the UN Tourism initiative, Tourism Opens Minds, which was launched on World Tourism Day in Riyadh in September 2023.
The timing of the campaign coincides with Messi’s return to Saudi Arabia for two matches with his current club, Inter Miami, facing Al Nassr on February 1 and Al Hilal on January 29.
