Saudi Arabia's national tourism brand, Saudi Welcome to Arabia, has launched a new global marketing campaign featuring soccer legend and Saudi tourism ambassador Lionel Messi.
The 'Go Beyond What You Think' campaign, which will launch in key target markets in Europe, India and China, is based on consumer insights, revealing that there are still common misconceptions about the destination and to experience an amazing and vibrant cultural transformation. Locations across Saudi Arabia. Those familiar with Saudi Arabia are encouraged to share their positive experiences and memories on TikTok and social channels using the bilingual hashtag #ShareYourSaudi and in Arabic.
The latest 'Welcome to Saudi, Arabia' brand campaign was run over three months using a combination of TV, social, digital and OTA strategies. This is the latest in a series of initiatives by the Saudi Tourism Authority to broaden horizons and promote cultural bridges through tourism.
The campaign brings to life the United Nations Tourism Organization's 'Tourism Opens Minds' initiative, launched on World Tourism Day in Riyadh in September 2023, encouraging travelers to broaden their horizons and explore new places around the world. Extend attractive invitations. A specific pledge was made to governments and industry to promote new and under-represented destinations, while consumers were encouraged to be “open to new cultures and destinations and to be mindful when traveling.” He pledged to “open up and take action.”
Lionel Messi is one of many major international figures to have taken that oath. Messi has deep ties to Saudi Arabia, having recently visited the country frequently last spring with his wife Antonella and their two children. Messi and his family have expressed delight with his experience in Saudi Arabia and expressed his desire to continue visiting the country. Boldly tackling these misconceptions head-on, the campaign's powerful call to action features a heroic video of Messi breaking through a metaphorical “wall” of misconceptions about the country, encouraging visitors to avoid outdated stereotypes. It invites you to discover the unexpected beyond.
The video showcases Saudi Arabia's diverse locations, weather and terrain, from the pristine waters of the Red Sea to the lush mountains of Asir, snow-capped Tabuk, the coastal city of Jeddah and the bustling capital of Riyadh. Celebrating Saudi Arabia's activities and attractions, Messi's campaign focuses on the Diriyah E-Prix, Riyadh Season theme park rides, AlUla hot air balloon flight and MDL Beast music event. The campaign also spotlights Saudi Arabia's open and welcoming culture and the importance of inspiring young Saudi women to reach their full potential. Messi is a pioneer in his field, along with the Saudi women's national soccer team, motorsport athletes Dania Aqeel, DJ Kosmicat, and Rayana Barnawi, the first Saudi woman to fly into space, and is instrumental in transforming Saudi culture. He praises the Saudi women who have led the way. Her strong entry will enable Saudi Arabia to embrace sustainability, enable a thriving world-class culture, entertainment and sports scene, and drive new growth in tourism development and growth through the creation of new destinations and eye-opening experiences. We continue to pioneer the times. Saudi Arabia is particularly lively during the sunny winter months. This year, 17,000 of her events will be held in Saudi Arabia, making it “the most eventful winter in the world.” Ongoing events include Riyadh Season, Jeddah Season, Diriyah Season, Saudi Cup (February 23-24), Saudi Grand Prix (March 7-9), AlUla Arts Festival (February 9-3 Some notable events are planned, including: AlUla Sky Festival (April 10-27) and more.
Notably, this campaign began ahead of Messi's impending and long-awaited return to Saudi Arabia, with current club Inter Miami playing against Al Nasr on February 1st and Al Hilal on January 29th. It is to play two games in a match.
For more information about Lionel Messi and 'Go Beyond What You Think', please visit www.visitsaudi.com/en/Messi or www.visitsaudi.com/ar/Messi.
Visiting Saudi Arabia has never been easier. Our visa initiative is under continuous development, and our e-visa program now includes 63 countries and special administrative regions, a GCC resident visa, and a 96-hour free stopover visa.
Stopover visa holders can enjoy one free night's stay in a hotel during a stopover when booking with domestic airline SAUDIA. Travelers can explore Saudi Arabia and perform Umrah using a stopover visa.
