News DeskRiyadh, Saudi Arabia – Saudi’s national tourism brand, ‘Saudi Welcome To Arabia,’ has launched a new global marketing campaign featuring football legend Lionel Messi, who serves as the Saudi Tourism Ambassador. The campaign, titled “Go Beyond What You Think,” targets key markets in Europe, India, and China, aiming to dispel common misconceptions about the destination.
The initiative encourages individuals familiar with Saudi to share positive experiences and memories on TikTok and social media using the hashtags #ShareYourSaudi and #السعودية_بعيونك (in Arabic). The three-month campaign, employing TV, Social, Digital, and OTA tactics, is part of Saudi Tourism’s broader efforts to promote cultural transformation and foster a more open-minded approach to tourism.
Messi, a frequent visitor to Saudi, has expressed delight in his experiences in the country, further endorsing the campaign’s message. The campaign’s highlight is a hero video featuring Messi breaking down metaphorical ‘walls’ of misconceptions about Saudi Arabia, showcasing its diverse locations, weather, and terrain.
The video spotlights Saudi’s attractions, including the Red Sea’s pristine waters, Aseer’s lush green mountains, Tabuk’s snow-covered landscapes, the coastal city of Jeddah, and the bustling capital, Riyadh. The campaign emphasizes Saudi’s cultural openness and celebrates trailblazing Saudi women, including the Women’s National football team, motorsport athlete Dania Akeel, DJ Cosmicat, and Rayyanah Barnawi, the first Saudi woman in space.
Saudi’s commitment to tourism development and growth is underscored by its dedication to sustainability and the flourishing culture, entertainment, and sports scenes. The campaign coincides with Saudi’s vibrant Winter Season, hosting 17,000 events, making it ‘the world’s most happening winter.’
Upcoming events include the Saudi Cup, Saudi Arabian Grand Prix, AlUla Arts Festival, and AlUla Skies Festival. Notably, the campaign precedes Messi’s imminent return to Saudi, playing two matches with his current club, Inter Miami, against Al Nassr and Al Hilal.
For more information about Lionel Messi and the campaign, visit www.visitsaudi.com/en/Messi or www.visitsaudi.com/ar/Messi.
Visiting Saudi has never been easier, with various visa initiatives, including the eVisa program, GCC residents visa, and the free 96-hour Stopover Visa. Stopover Visa holders can enjoy a complimentary one-night hotel stay when booking with the national carrier, SAUDIA, allowing travelers to explore Saudi and perform Umrah. Plan your visit at www.visitsaudi.com.
