Saudi Arabia’s new global tourism campaign, titled “This Land is Calling,” aims to attract overseas travelers to the kingdom by showcasing the country as an unexplored territory with a wide range of offerings. The campaign focuses on three themes – nature, culture and history, and entertainment – and highlights six key destinations including The Red Sea, AlUla, Riyadh, Jeddah, Aseer, and Diriyah. The goal of the campaign is to position Saudi as a destination of choice for all types of travelers.
The tourism campaign also aims to address concerns about the safety of female tourists in the country by featuring a solo female traveler as the narrator of the promotional video. The campaign emphasizes the idea that Saudi Arabia can cater to every traveler’s tastes, from modern hotels to archaeological sites to sunny leisure spots. Unlike Dubai, which is known for luxury and shopping, Saudi is focusing on providing nuanced experiences throughout the kingdom, showcasing its cultural heritage, mountains, and overall tourism potential.
Tourism is a central component of Saudi Arabia’s plan to transform the nation, with Crown Prince Mohammed bin Salman setting a goal of welcoming 150 million visitors by 2030, with 70 million coming from outside the country. The intention is for tourism to become the second-largest contributor to the economy, behind oil, accounting for 10% of GDP. The global campaign is designed to boost Saudi’s international tourism standing and attract visitors from key markets such as the United Kingdom, France, Italy, Germany, the United States, China, and India.
In order to attract visitors and promote the country as a tourism destination, Saudi Arabia has invested heavily in marketing strategies such as celebrity endorsements and social media promotion. Football superstars like Cristiano Ronaldo and Lionel Messi have been enlisted for promotional campaigns to showcase the country’s attractions. Ronaldo, who plays for Saudi team Al Nassr, has promoted the St Regis Red Sea resort on social media, garnering millions of views and likes. Messi has also been involved in campaigns to challenge outdated stereotypes about Saudi Arabia and promote tourism.
Saudi Arabia has identified key markets such as China and India as important targets for boosting tourism numbers. The Saudi Tourism Authority aims to attract half a million Chinese travelers annually and 7.5 million Indian tourists by 2030. The country has seen an increase in the number of Indian tourists in recent years, with improved air connectivity between the two nations. The government is actively working to enhance tourism infrastructure and promote Saudi as an attractive destination for international visitors, leveraging its diverse offerings and unique experiences to attract tourists from around the world.
Overall, Saudi Arabia’s new tourism campaign is part of a larger strategy to position the country as a global tourism destination and drive economic growth through the industry. By highlighting its cultural heritage, natural beauty, and entertainment offerings, Saudi aims to appeal to a wide range of travelers and establish itself as a must-visit destination. With a focus on key markets, celebrity endorsements, and digital marketing, Saudi Arabia is making significant efforts to boost international tourism and achieve its ambitious goal of becoming a top tourism destination by 2030.
