Lionel Messi and his wife, Antonella Roccuzzo, were in Saudi Arabia this week as part of his role for the Saudi Tourism Authority CREDIT: AFP
Introduction
In a groundbreaking campaign titled “Go Beyond What You Think,” Lionel Messi, the iconic football superstar, is once again collaborating with Saudi Arabia to dismantle misconceptions and break outdated stereotypes about the country.
This partnership aims to show the transformative power of travel and encourage people to explore the incredible cultural transformation taking place in Saudi Arabia.
Saudi’s New Tourism Campaign
The “Go Beyond What You Think” campaign, as part of the “Saudi, Welcome to Arabia” brand, will launch across key markets in Europe, India, and China.
Utilizing television, social media, and digital platforms, this campaign aims to challenge common misconceptions about the destination and invite audiences to experience the vibrant cultural diversity of Saudi Arabia.
Messi’s Role in the Campaign
Messi, in his paid partnership with Visit Saudi, shared the campaign video on his Instagram account, urging those who have visited Saudi Arabia to share their experiences and encouraging others to explore the country.
Moreover, this collaboration aligns with the “Tourism Opens Minds” initiative under the recently-renamed UN Tourism agency, highlighting the importance of cultural understanding and broadening perspectives through travel.
What Does Messi’s Video Feature?
The amazing campaign video shows the breathtaking landscapes of Saudi Arabia, including the stunning Red Sea, the lush green mountains of Aseer, the snow-covered terrain of Tabuk, the coastal city of Jeddah, and the bustling capital, Riyadh.
The video also highlights various attractions and events, such as the Diriyah E-Prix, Riyadh Season’s theme park, AlUla’s hot air balloon flights, and the electrifying MDL Beast music events.
In addition to the mesmerizing locations, Messi celebrates and shines a spotlight on the Saudi Women’s National football team, motorsport athlete Dania Akeel, DJ Cosmicat, and Rayyanah Barnawi, the first Saudi woman in space.
This inclusion emphasizes the country’s commitment to diversity, empowerment, and breaking barriers.
Messi’s Return to Saudi Arabia
The “Go Beyond What You Think” campaign is launching just before Messi’s return to Saudi Arabia to play two matches with his current football club, Inter Miami.
The matches against Al Hilal on January 29 and Al Nassr on February 1 will further show the growing significance of Saudi Arabia as an international sporting destination.
Saudi’s Tourism Pivot
Saudi Arabia has set a vision to become a tourism and leisure powerhouse by 2030, with the goal of attracting 150 million tourists annually and making tourism a key contributor to the country’s economy.
To achieve this ambition, substantial investments are being made, amounting to hundreds of billions of dollars, in the development of “giga-projects” across deserts, mountains, and waterfronts.
Moreover, these projects are set to be revealed within the next seven years or sooner, creating opportunities for both visitors and locals alike.
Easing Entry Norms for Visitors
As part of its efforts to attract more tourists, Saudi Arabia has simplified its entry norms.
The country has developed the eVisa program, which now includes 63 countries and special administrative regions, as well as the GCC residents visa.
Additionally, there is a free 96-hour stopover visa that entitles visitors to a complimentary one-night hotel stay when booking with the national carrier, SAUDIA.
This stopover visa provides an excellent opportunity for travelers to explore Saudi Arabia and even perform Umrah, a spiritual pilgrimage.
Conclusion
Lionel Messi’s partnership with Saudi Arabia in the “Go Beyond What You Think” campaign shows the country’s commitment to transforming its tourism industry and breaking down misconceptions.
Additionally, through stunning visuals and a diverse range of attractions, the campaign invites people to discover Saudi Arabia’s vibrant cultural heritage and natural beauty.
As Messi returns to Saudi Arabia for football matches, the world will witness the ongoing cultural transformation and the country’s emergence as a global tourism destination.
Moreover, with its ambitious plans and welcoming approach, Saudi Arabia is poised to fascinate the hearts and minds of travelers from around the world.
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