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Lionel Messi Returns to Promote Saudi Arabia



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Recognizing the necessity for a big picture overhaul, Saudi Arabia understands that reshaping perceptions is essential for it to attain its formidable tourism targets by 2030.

Lionel Messi is again selling Saudi Arabia in a marketing campaign that claims it needs to dismantle “partitions” of “false impression” and break “outdated stereotypes.”


It’s referred to as “Go Past What You Suppose” and will get on the transformative energy of journey.

Final 12 months in Could, Messi shared pictures from his journey to Diriyah in Saudi Arabia, fulfilling contractual obligations tied to his partnership with the nation’s tourism authority. A report within the New York Instances mentioned the deal might earn him $25 million over three years.

Saudi’s New Tourism Marketing campaign

As a part of the “Saudi, Welcome to Arabia” model, the marketing campaign is ready to launch throughout key markets in Europe, India, and China over a three-month interval. It spans tv, social media, and digital platforms.


The marketing campaign is “anchored on shopper insights, which revealed there are nonetheless widespread misconceptions concerning the vacation spot, and invitations audiences to expertise the unimaginable and vibrant cultural transformation happening throughout Saudi,” in response to a press launch from the tourism board.

Messi, in a paid partnership with Go to Saudi, shared the marketing campaign video on his Instagram account. He encourages those that have visited Saudi Arabia to share their expertise and others to discover the nation.

This initiative, a part of Saudi Tourism’s ongoing efforts to broaden views and foster cultural understanding by tourism, aligns with the “Tourism Opens Minds” initiative below the recently-renamed UN Tourism.


What Does Messi’s Video Characteristic?

The video showcases Saudi’s landscapes, together with the Crimson Sea, Aseer’s inexperienced mountains, Tabuk’s snow-covered terrain, Jeddah’s coastal metropolis, and the capital, Riyadh.

It highlights points of interest just like the Diriyah E-Prix, Riyadh Season’s theme park, AlUla’s scorching air balloon flights, and MDL Beast music occasions. Messi celebrates the Saudi Girls’s Nationwide soccer staff, motorsport athlete Dania Akeel, DJ Cosmicat, and Rayyanah Barnawi, the primary Saudi lady in area.

The marketing campaign is launching forward of Messi’s return to Saudi to play two matches along with his present soccer membership, Inter Miami, in opposition to Al Hilal on January 29 and Al Nassr on February 1.


Saudi’s Tourism Pivot

As a part of its imaginative and prescient of reworking right into a tourism and leisure powerhouse by 2030, Saudi Arabia plans to draw 150 million vacationers yearly with tourism contributing 10% of the Saudi financial system.

Substantial investments, amounting to a whole lot of billions of {dollars}, are allotted to the event of “giga-projects” in deserts, mountains, and waterfronts, all slated to be unveiled inside the subsequent seven years or sooner.

The nation has additionally eased entry norms, having developed the eVisa program that now consists of 63 international locations and particular administrative areas, in addition to the GCC residents visa. There’s additionally a free 96-hour stopover visa, which entitles guests to a complimentary one-night lodge keep through the stopover when reserving with the nationwide provider, SAUDIA. Vacationers can use the stopover visa to discover Saudi and carry out Umrah.

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