Saudi Tourism Ambassador Lionel Messi challenges misconceptions in latest global campaign

Saudi Arabia’s national tourism brand, ‘Saudi, Welcome to Arabia,’ has unveiled a new global marketing endeavor featuring Lionel Messi, the renowned football icon and Saudi Tourism Ambassador.

The “Go Beyond What You Think” campaign, strategically targeting key markets in Europe, India, and China, aims to dispel common misconceptions about Saudi Arabia and spotlight its vibrant cultural transformation.

In an effort to engage audiences worldwide, the campaign encourages individuals to explore Saudi Arabia’s diverse experiences and share their positive memories using the bilingual hashtags #ShareYourSaudi and #السعودية_بعيونك on platforms like TikTok and other social media channels. Over a three-month period, the campaign will deploy a comprehensive strategy encompassing TV, social media, digital platforms, and OTA approaches.

Aligned with the UN Tourism’s ‘Tourism Opens Minds’ Initiative, this initiative is part of Saudi Tourism’s continual commitment to broadening perspectives and fostering cultural exchange through tourism. Messi, a frequent visitor to Saudi Arabia, lends his endorsement to the campaign, which features a hero video where he symbolically breaks down ‘walls’ of misconceptions, showcasing Saudi’s diverse landscapes and vibrant culture.

The campaign not only celebrates Saudi’s geographical diversity, from the Red Sea’s pristine waters to the lush green mountains of Aseer, but also highlights various activities and attractions. These include the Diriyah E-Prix, Riyadh Season’s theme park rides, AlUla’s hot air balloon flights, and MDL Beast music events. Importantly, the campaign places a spotlight on Saudi’s open and welcoming culture, emphasizing the significance of inspiring young Saudi women to achieve their full potential.

Messi’s endorsement extends to recognizing Saudi women who have been trailblazers in their respective fields, such as the Saudi Women’s National football team, motorsport athlete Dania Akeel, DJ Cosmicat, and Rayyanah Barnawi, the first Saudi woman in space. Amidst Saudi Arabia’s vibrant Winter Season featuring 17,000 events, including Riyadh Season, Jeddah Season, and Diriyah Season, the campaign launch precedes Messi’s imminent return to Saudi Arabia for two matches with Inter Miami against Al Nassr and Al Hilal.