Saudi Tourism launches new global marketing campaign with Messi

NOB | Riyadh                                                

The Daily Tribune – www.newsofbahrain.com

Saudi Arabia's national tourism brand, 'Saudi Welcome to Arabia', has launched a global marketing campaign featuring football legend and Saudi Tourism Ambassador Lionel Messi.

The campaign, titled "Go Beyond What You Think," is based on consumer insights that reveal common misconceptions about the country and invite audiences to experience the vibrant cultural transformation taking place across the country.

The campaign is part of a series of initiatives by Saudi Tourism to foster broadening perspectives and bridging cultures through tourism.

The campaign brings to life the UN Tourism 'Tourism Opens Minds' Initiative, which launched on World Tourism Day in Riyadh in September 2023.

It encourages travellers to broaden their horizons and explore uncharted corners of the world.

Messi, one of many leading international figures who took that pledge, has a fond connection with Saudi Arabia and expressed delight in their experiences.

The campaign features a hero video featuring Messi breaking down metaphorical 'walls' of various misconceptions about the country.

It showcases Saudi Arabia's diverse locations, weather, and terrain, including the Red Sea, Aseer mountains, Tabuk, Jeddah, and Riyadh.

The campaign also highlights Saudi Arabia's activities and attractions, such as Diriyah E-Prix, Riyadh Season's theme park rides, AlUla's hot air balloon flights, and MDL Beast music events.

The campaign also emphasizes Saudi Arabia's open and welcoming culture and the importance of inspiring young Saudi women to reach their full potential.

The campaign is launching ahead of Messi's anticipated return to Saudi Arabia, where he will play two matches with his current club, Inter Miami.

Visa initiatives have been continuously developed, with the eVisa program now including 63 countries and special administrative regions, the GCC residents visa, and the free 96-hour stopover visa.

Stopover Visa holders are eligible for a complimentary one-night hotel stay during the stopover when booking with the national carrier, SAUDIA.