The Saudi national tourism brand, ‘Saudi Welcome To Arabia,’ has officially launched a dynamic global marketing campaign featuring football superstar and Saudi Tourism Ambassador, Lionel Messi. This initiative, titled “Go Beyond What You Think,” is designed to reshape perceptions of Saudi Arabia, targeting key markets in Europe, India, and China.
Table of Contents
Campaign Overview
The campaign is rooted in consumer insights that highlight prevalent misconceptions about Saudi Arabia as a travel destination. It invites audiences to engage with the vibrant cultural transformation currently underway in the kingdom. Those familiar with Saudi Arabia are encouraged to share their positive experiences on social media platforms like TikTok, utilizing the bilingual hashtags #ShareYourSaudi and #السعودية_بعيونك (translated: “Saudi Arabia Through Your Eyes”).
Spanning three months, the campaign employs a multi-faceted approach, incorporating television, social media, digital marketing, and online travel agency (OTA) strategies. This launch marks the latest effort by Saudi Tourism to broaden perspectives and foster cultural exchanges through travel.
Connection to Global Initiatives
“Go Beyond What You Think” aligns with the UN’s “Tourism Opens Minds” initiative, which was unveiled during World Tourism Day celebrations in Riyadh in September 2023. This initiative calls on governments and the travel industry to promote lesser-known destinations while encouraging travelers to adopt open-mindedness toward new cultures and experiences.
Messi’s Role and Personal Connection
Lionel Messi, a prominent advocate for this initiative, has a special connection to Saudi Arabia, having visited the country frequently, most recently with his wife Antonella and their two children. The Messi family has expressed their enjoyment of their time in Saudi and their desire to return.
The campaign boldly addresses misconceptions by presenting a powerful call to action. A central video features Messi dismantling metaphorical ‘walls’ of outdated stereotypes about Saudi Arabia. The footage showcases the country’s diverse landscapes—from the pristine shores of the Red Sea to the lush mountains of Aseer, the snow-capped peaks of Tabuk, and the vibrant city life of Jeddah and Riyadh.
Celebrating Saudi Culture and Women’s Achievements
The campaign highlights numerous Saudi activities and attractions, such as the Diriyah E-Prix, thrilling rides at Riyadh Season’s theme parks, hot air balloon adventures in AlUla, and the electrifying MDL Beast music festival. It also emphasizes Saudi Arabia’s welcoming culture and champions the achievements of Saudi women, featuring trailblazers like the Saudi Women’s National Football Team, motorsport competitor Dania Akeel, DJ Cosmicat, and Rayyanah Barnawi, the first Saudi woman in space.
Saudi Arabia’s Tourism Boom
Saudi Arabia is positioning itself as a leader in tourism development, showcasing new destinations and experiences while emphasizing sustainability and world-class cultural, entertainment, and sports events. This winter, the country is set to host an impressive 17,000 events, making it “the world’s most happening winter.” Notable upcoming events include the Riyadh Season, Jeddah Season, and the Diriyah Season, alongside major attractions like the Saudi Cup, the Saudi Arabian Grand Prix, and the AlUla Arts Festival.
As the campaign rolls out, it coincides with Messi’s anticipated return to Saudi Arabia, where he will play two matches with his club, Inter Miami, against Al Nassr and Al Hilal in late January and early February.
For more details on Lionel Messi and the “Go Beyond What You Think” campaign, visit visitsaudi.com/en/Messi or visitsaudi.com/ar/Messi.
