Riyadh, Saudi Arabia — Saudi Arabia’s national tourism brand, “Saudi Welcome To Arabia,” has launched a new global marketing campaign featuring football legend Lionel Messi.
The campaign, called “Go Beyond What You Think,” aims to address misconceptions about Saudi Arabia and encourage people to experience the country’s cultural transformation.
The campaign will run for three months across Europe, India, and China, utilizing TV, social media, digital platforms, and online travel agencies. It features a hero video with Messi breaking down walls of stereotypes and showcasing Saudi’s diverse landscapes, activities, and attractions.
The campaign also highlights Saudi’s open and welcoming culture, as well as the achievements of Saudi women. It celebrates female trailblazers in various fields, including the Saudi Women’s National football team, motorsport athlete Dania Akeel, DJ Cosmicat, and Rayyanah Barnawi, the first Saudi woman in space.
This campaign is part of Saudi Arabia’s broader effort to pioneer a new era of tourism development and growth. The country is creating new destinations, hosting world-class cultural events and sports, and embracing sustainability. Notably, this winter season, Saudi Arabia is hosting 17,000 events, making it “the world’s most happening winter.”
The campaign launch coincides with Messi’s upcoming return to Saudi Arabia, where he will play two matches with his club, Inter Miami, against Al Nassr and Al Hilal.