Saudi Arabia’s national tourism brand ‘Saudi Welcome To Arabia’ has launched another global marketing campaign featuring football legend and Saudi Tourism Ambassador, Lionel Messi.
The latest ‘Saudi Welcome to Arabia’ brand campaign is a combination of TV, Social, Digital, and OTA tactics activated over a three-month period. It is the latest in a series of initiatives by Saudi Tourism to foster the broadening of perspectives and bridging cultures through tourism.
According to the statement, Launching across key target markets in Europe, India, and China, the “Go Beyond What You Think” campaign is anchored on consumer insights, which revealed there are still common misconceptions about the destination, and invites audiences to experience the incredible and vibrant cultural transformation taking place across Saudi Arabia.”
The campaign brings to life the UN Tourism, ‘Tourism Opens Minds’ Initiative that launched on World Tourism Day in Riyadh in September 2023, which extends a compelling invitation for travelers to broaden their horizons and explore uncharted corners of the world. Governments and industry were presented with a special pledge, calling on them to promote new and under-appreciated destinations while consumers pledged to ‘be open-minded to new cultures and destinations, holding an open heart while traveling’.
The campaign also places a spotlight on Saudi’s open and welcoming culture and the importance of inspiring young Saudi women to reach their full potential. Messi celebrates the Saudi women who have been trailblazers in their fields and leading Saudi’s cultural transformation such as the Saudi Women’s National football team, motorsport athlete Dania Akeel, DJ Cosmicat, and Rayyanah Barnawi, the first Saudi woman in space.
