Saudi Arabia marks five years of dynamic growth in its tourism sector with an ambitious new campaign.
The effort aims to position the kingdom as a universal tourism destination, spotlighting diverse cultural and natural attractions.
Saudi Arabia has unveiled a groundbreaking global tourism campaign, “This Land is Calling,” aimed at enticing international visitors by emphasising the kingdom’s varied attractions. This initiative highlights six pivotal destinations including The Red Sea, AlUla, Riyadh, Jeddah, Aseer, and Diriyah. Through this campaign, the country seeks to demonstrate its cultural wealth, historical significance, and entertainment options, drawing upon the allure of untouched landscapes and vibrant culture.
In a strategic move, Saudi Arabia’s tourism campaign features renowned football stars like Cristiano Ronaldo and Lionel Messi to heighten its appeal. These endorsements are pivotal to enhancing the kingdom’s global tourism profile. Ronaldo, a player for Saudi’s Al Nassr, engages a vast audience with his social media presence, while Messi’s involvement, including prior campaigns, helps alter outdated perceptions of the region.
The strategic initiative aims at catalysing tourism as a major economic pillar next to oil, targeting 150 million tourists by 2030, with 70 million international arrivals. Crown prince Mohammed bin Salman’s vision positions tourism strategically to transform the kingdom’s economy. The inclusion of diverse destinations like AlUla and the Red Sea seeks to attract varied interests, promoting the nation as a multifaceted tourist haven.
Commencing on August 28, the campaign targets key international markets such as the United Kingdom, France, Italy, Germany, and the United States, reinforcing Saudi Arabia’s ambition to bolster its tourism stature. Moreover, the campaign targets growth markets like China and India. Notably, Saudi witnessed a 50% rise in Indian tourists in 2023 compared to the previous year, driven by improved air connectivity. The strategic engagement with these markets is aimed at substantial tourism growth.
It is imperative for Saudi Arabia to anchor its tourism message in an authentic narrative. By capitalising on the influential power of prominent figures and engaging storytelling, the kingdom aspires to redefine its image. This strategy underscores a commitment to presenting a welcoming and inclusive destination.
The heart of this campaign is a meticulously crafted video titled “Unexplored Territory,” envisioning Saudi Arabia as a land of endless possibilities. Narrated by a solo female traveller, it addresses safety concerns while inviting explorers to be pioneers in experiencing the kingdom’s offerings. This video accentuates the untouched beauty and modern marvels awaiting discovery, encapsulating the essence of Saudi’s tourism vision. The narrator’s parting words, ‘I was the first. But I won’t be the last,’ resonate powerfully, promising a new era of exploration.
Saudi Arabia’s strategic campaign seeks to redefine its image and establish itself as a globally sought-after destination. The initiative aims to attract millions by 2030, promising unique experiences and cultural richness.