In a remarkable move to boost its global tourism appeal, Saudi Arabia’s national tourism brand, Saudi Welcome To Arabia, has embarked on a captivating marketing campaign featuring none other than the legendary football icon, Lionel Messi. The “Go Beyond What You Think” campaign is set to captivate audiences across key target markets in Europe, India, and China, providing a fresh perspective on this culturally rich and vibrant destination.
Unlocking the Truth about Saudi Arabia
The cornerstone of this campaign is rooted in consumer insights, which have unveiled persistent misconceptions surrounding Saudi Arabia as a tourist destination. In a bid to dismantle these preconceived notions, Saudi Welcome To Arabia invites travelers from around the world to experience the dynamic cultural transformation underway in Saudi Arabia and share their encounters through social media channels.
Embracing the UN Tourism Opens Minds Initiative
This groundbreaking campaign takes inspiration from the UN Tourism Opens Minds initiative, officially launched on World Tourism Day in Riyadh in September 2023. As a notable international figure who pledged support for this initiative, Lionel Messi’s personal connection with Saudi Arabia stands out. He has frequented the country, most recently visiting with his wife and children, all of whom have expressed immense delight in their Saudi experiences and a strong desire to continue exploring the nation.
Shattering Stereotypes with Messi’s Call-to-Action
The campaign adopts a bold approach in addressing misconceptions head-on. Through a compelling video, Messi metaphorically “breaks down walls” to dispel various outdated stereotypes associated with Saudi Arabia. The video showcases the country’s diverse landscapes, climates, and terrains, shedding light on attractions such as the Diriyah E-Prix, Riyadh Season’s thrilling theme park rides, AlUla’s enchanting hot air balloon flights, and the world-renowned MDL Beast music events.
Celebrating Saudi Arabia’s Open and Welcoming Culture
Central to the campaign’s narrative is Saudi Arabia’s open and welcoming culture. It highlights the country’s commitment to inspiring young Saudi women to realize their full potential, fostering an inclusive and progressive society.
Seasonal Delights Await
Saudi Arabia’s sunny winter season is host to an array of exciting events, including Riyadh Season, Jeddah Season, and Diriyah Season. Upcoming highlights in the country’s event calendar include the prestigious Saudi Cup in February, the adrenaline-pumping Saudi Arabian Grand Prix in March, the culturally rich AlUla Arts Festival in February/March, the mesmerizing AlUla skies festival in April, and many more.
Easier Access for Travelers
Facilitating travel to Saudi Arabia, the country’s eVisa program now includes 63 countries and special administrative regions. Additionally, the GCC residents’ visa and the free 96-hour Stopover Visa have been introduced, making it more convenient than ever for travelers to embark on a Saudi Arabian adventure.
Saudi Welcome To Arabia’s “Go Beyond What You Think” campaign featuring Lionel Messi as its ambassador is set to redefine perceptions of Saudi Arabia as a premier tourist destination. By challenging stereotypes and showcasing the nation’s rich cultural heritage, stunning landscapes, and welcoming atmosphere, this campaign aims to inspire travelers worldwide to explore the wonders of Saudi Arabia.
