Wednesday, August 28, 2024 Saudi Arabia’s national tourism brand, ‘Saudi, Welcome to Arabia,’ has launched an exciting new international campaign titled “This Land is Calling.” This campaign is designed to showcase the country’s deep cultural heritage and natural beauty, positioning Saudi Arabia as a must-visit destination for global travelers. Launched across the United Kingdom, France, Italy, Germany, and the United States, the campaign captures the mystique and allure of Saudi Arabia, a land steeped in ancient traditions and poised for rapid tourism growth.
The centerpiece of the campaign is a visually stunning video that follows a female explorer on a captivating journey through Saudi Arabia’s diverse landscapes. From the rolling sand dunes to snow-capped mountains, and from the vibrant coral reefs of the Red Sea to the historic sites of Diriyah and Hegra, the film paints a vivid picture of a land where history and modernity intertwine. The campaign invites viewers to discover the “Heart of Arabia,” a place where time-honored traditions meet ambitious, cutting-edge developments.
The campaign not only highlights Saudi Arabia’s natural and cultural wonders but also emphasizes its status as an emerging global destination. The heroine of the film, a solo female traveler, embarks on an enigmatic quest through Saudi Arabia’s spectacular destinations, delivering a powerful message: “I was the first, but I won’t be the last.” This phrase encapsulates the campaign’s call-to-action, encouraging travelers to be among the first to explore this relatively unknown destination.
“This Land is Calling” reveals the lesser-known sides of Saudi Arabia, from its expansive geography and diverse terrain to its rich cultural heritage. The campaign showcases iconic UNESCO World Heritage Sites like Diriyah, Hegra, and Al Balad, as well as the vibrant cities of Riyadh and Jeddah. The film also highlights the country’s impressive line-up of year-round events, including Riyadh Season, AlUla’s Season, and the SoundStorm MDL Beast music festival, among others.
The campaign aligns with Saudi Arabia’s Vision 2030, an ambitious plan to diversify the economy and position the country as a leading global tourism destination. His Excellency Ahmed Al Khateeb, Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority, expressed excitement about the campaign, stating, “We are thrilled to invite the world to uncover the vibrant evolution of Saudi. This campaign is a celebration of our nation’s unique blend of time-honored traditions and cutting-edge modernity.
” Fahd Hamidaddin, CEO and Member of the Board of the Saudi Tourism Authority, echoed this sentiment, emphasizing that the campaign is a “visually stunning invitation to the world.” He noted that the campaign is rooted in insights from visitors to Saudi Arabia and reflects the country’s commitment to continuous learning and development. The goal is to ignite curiosity among travelers seeking new experiences in culture, adventure, sport, and entertainment.
Visiting Saudi Arabia has never been easier, thanks to ongoing visa initiatives. The eVisa program now includes 66 countries, and residents of the GCC, as well as holders of US, UK, or Schengen visas, are eligible for instant eVisas. In addition, Saudi Arabia is connected to 175 destinations worldwide, with plans to expand to 250 destinations by 2030.
Travelers can also take advantage of the 24/7 tourist helpline to assist with any concerns or questions. Saudi Arabia is rapidly becoming one of the world’s most exciting new destinations, offering a unique blend of ancient history and modern innovation. With its breathtaking landscapes, rich cultural heritage, and ambitious Vision 2030, Saudi Arabia invites the world to explore the Heart of Arabia.
As the country continues to grow as a global tourism hub, “This Land is Calling” serves as a compelling invitation to experience the unparalleled warmth and hospitality of Saudi Arabia..
