Saudi’s national tourism brand ‘Saudi Welcome To Arabia’ has kicked off another global marketing campaign featuring football legend and Saudi Tourism Ambassador, Lionel Messi.

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 cultural transformation taking place across Saudi. Those who know Saudi are encouraged to share positive experiences and memories on TikTok and social channels using the bi-lingual hashtags #ShareYourSaudi and in Arabic #السعودية_بعيونك.

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.

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 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’.

Lionel Messi is one of many international figures who took that pledge. Messi has a fond connection with Saudi being a frequent visitor to the country, including most recently with his wife, Antonella, and their two children last Spring. Both Messi and his family have expressed delight in their Saudi experiences and a desire to continue visiting the country.

Boldly addressing these misconceptions head-on, the campaign’s powerful call-to-action encourages visitors to discover the unexpected beyond outdated stereotypes, with a video featuring Messi breaking down metaphorical ‘walls’ of various misconceptions about the country.

The video showcases Saudi’s diverse locations, weather, and terrain – from the waters of the Red Sea to the green mountains in Aseer, snow-covered Tabuk, the coastal city of Jeddah, and Riyadh, the bustling capital. In celebration of Saudi’s activities and attractions, the Messi campaign highlights the Diriyah E-Prix, Riyadh Season’s theme park rides, AlUla’s hot air balloon flights, and MDL Beast music events.

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 led 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.

For more information about Lionel Messi and “Go Beyond What You Think,” visit www.visitsaudi.com/en/Messi or www.visitsaudi.com/ar/Messi