skift take
— Peden Doma Bhutia
Lionel Messi has once again promoted Saudi Arabia in a campaign he claims wants to remove “walls” of “misconceptions” and break through “outdated stereotypes”.
It's called 'Go Beyond What You Think' and explores the transformative power of travel.
Last May, Messi shared photos from his visit to Diriyah, Saudi Arabia, fulfilling his contractual obligations in a partnership with the country's tourism authority. The deal could earn him $25 million over three years, the New York Times reported.
Saudi Arabia’s new tourism campaign
As part of the “Saudi, Welcome to Arabia” brand, the campaign will be launched over three months in key markets in Europe, India and China. That spans television, social media and digital platforms.
According to a press release from the tourism board, the campaign is “based on consumer insights that revealed that there are still common misconceptions about the destination, and provides viewers with an insight into the incredible vibrancy happening across the Kingdom.” It is said to be a “full cultural transformation experience.”
Messi has a paid partnership with Visit Saudi and shared a campaign video on his Instagram account. He shares his experiences with those who have visited Saudi Arabia and encourages others to explore the country as well.
This initiative is part of the Saudi Tourism Authority's ongoing efforts to broaden horizons and promote cultural understanding through tourism, and aligns with the 'Tourism Opens Minds' initiative under the recently renamed United Nations Tourism Organization. ing.
What's special about Messi's videos?
The video showcases Saudi Arabia's landscapes, including the Red Sea, the green mountains of Asir, the snowy terrain of Tabuk, the coastal city of Jeddah, and the capital Riyadh.
It focuses on attractions such as Diriyah E-Prix, Riyadh Season Theme Park, AlUla Hot Air Balloon Flight, and MDL Beast Music Event. Messi celebrates the Saudi women's national football team, motorsport athletes Dania Aqeel, DJ Kosmicat and Rayana Barnawi, the first Saudi woman to fly into space.
The campaign was launched ahead of Messi's return to Saudi Arabia for two matches with his current football club, Inter Miami, against Al Hilal on January 29th and Al Nasr on February 1st. Ru.
Key points of tourism in Saudi Arabia
Saudi Arabia plans to make tourism contribute 10% of the Saudi economy and attract 150 million tourists each year as part of its vision to transform into a tourism and leisure powerhouse by 2030.
Significant investments amounting to hundreds of billions of dollars have been earmarked for the development of “megaprojects” in deserts, mountains and waterfronts, all to be announced within the next seven years or sooner.
The country has also relaxed entry criteria and developed an e-visa program and GCC resident visa, which now includes 63 countries and special administrative regions. There is also a 96-hour free stopover visa, which allows visitors to stay in a hotel for one night free of charge during the stopover when booking with domestic airline SAUDIA. Travelers can explore Saudi Arabia and perform Umrah using a stopover visa.
Photo courtesy of Lionel Messi and his wife Antonella Roccuzzo in Diriyah.
