Tourexpi
Saudi's
national tourism brand 'Saudi, Welcome to Arabia' premieres its enthralling
new international campaign, "This Land is Calling". Launching across
the United Kingdom, France, Italy, Germany, and the
United States, "This Land is Calling" is anchored in insights from
visitors to Saudi, showcasing the depth and breadth of a land still full of
mystery for so many. Through its female protagonist, the viewer is taken
on a whirlwind tour through time and space, demonstrating all the while: Saudi
as the Heart of Arabia.
The
campaign pays homage to the spirit of adventure and wonder that permeates the
Saudi landscape, with its mystical sites, and modern traditions that remain
rooted in a simpler past. The film follows
a female explorer, as she navigates an unfamiliar terrain, on a journey of
discovery. It celebrates Saudi in all its beauty and complexity – from
the rolling dunes and snow-covered mountains and the vibrant corals of the Red
Sea; a visceral look at a multifaceted country, where monuments are frozen in
time, and history can be seen, touched, and felt. The viewer is
transported to a world unknown to them, each moment, a revelation – Saudi as a
land of joy, and welcome, which entices travelers to push beyond the boundaries
of their imaginations.
"This
Land is Calling" is about Saudi's extraordinary heritage, its rapid
transformation into a dynamic global destination, and the endearing warmth of
its people. The heroine of the film is initially filled with trepidation –a
solo female traveler who experiences the fabled warm Saudi welcome as she
embarks on an enigmatic quest through the country's spectacular destinations.
The
video also hints at a deeper message, beyond the warmth of her welcome, Saudi
remains a land of firsts for travelers, a place with uniquely Arabian cultural
and natural gems waiting to be unearthed, making it an exciting new destination
to visit. The words of the film's heroine, "I was the first, but I won't
be the last," deliver a powerful call-to-action.
The
video surprises and intrigues, showing a lesser-known side to Saudi - its
expansive geography, diverse terrain, and human and natural wonders- from the
clear turquoise waters of the Red Sea, to Aseer's lush mountains, the vibrant
cities of Riyadh and Jeddah as well as iconic UNESCO World
Heritage Sites of Diriyah, Hegra and Al Balad.
The
campaign was brought to life in partnership with award-winning creative agency
BETC. The campaign will reach audiences through a multiplatform approach, and
will serve as a banner for a series of initiatives to broaden perspectives and
bridge cultures over the course of the next several months.
His
Excellency Ahmed Al Khateeb, Minister of Tourism and Chairman of the Board of
Directors of the Saudi Tourism Authority, says: "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. As we work towards Saudi Vision 2030, our goal is to
highlight The Kingdom's innovative spirit, cultural richness, and stunning
landscapes, and position ourselves as one of the premier global tourism
destinations. We are excited to share a vision where our historical treasures
and contemporary achievements create an unforgettable experience for visitors
from around the globe."
Fahd
Hamidaddin, CEO and a Member of the Board, Saudi Tourism Authority, added: "
'This Land is Calling' is a visually stunning invitation to the world,
from Saudi. Developed through insights gleaned from visitors to the country,
the film is an ode to the mesmerizing duality of our country's storied past,
and our ambitious future. It reflects our pursuit of perfection – a cycle of
continuous learning, rooted in data, as we iterate and develop our offerings to
facilitate our growth trajectory as a destination of choice for all. With this
campaign, we hope to ignite the curiosity of the traveler who craves the
excitement of a completely new experience - whether in culture, adventure,
sport, or entertainment. Saudi has been enjoying stellar growth in demand witnessing
a 73 per cent growth in the annual average of tourists from Europe and the
United States, and we continue to work with local and global partners to
increase and enrich our offerings, so the 150 million tourists we welcome by
2030 can truly experience the pulsating Heart of Arabia."
Saudi
is one of the countries leading the charge of ushering a new era in tourism
through creation of breathtaking new destinations and show-stopping
experiences, advancing sustainability and producing world-class events in
fields of culture, entertainment and sports. Its impressive line-up of
year-round events includes Riyadh
Season, AlUla's
Season & diverse festivals, Jeddah Al Balad's heritage and cultural attractions,
SoundStorm MDL Beast –
one of the biggest music festivals in the world, the Saudi Arabian F1 Grand Prix, Dakar Rally and Saudi Cup, amongst
many more
All
the sites in the film can be booked, with visitors able to create their own
adventure with packages available at www.visitsaudi.com.
Saudi
is home to over 10,000 archaeological sites and eight UNESCO World
Heritage Sites, with the addition of its latest site, the Al-Faw
Archaeological Area, celebrated this month.
"This
Land is Calling" embodies Saudi's welcome to the world, showcasing its
unparalleled blend of hospitality and vibrant offerings. The campaign is
inspired by the rich heritage and modern advancements that define the nation.
With an ambitious goal of attracting 150 million tourists by 2030, Saudi
welcomes visitors to explore the heart of Arabia.
Access
Information
It
has never been easier to visit Saudi – visa initiatives have been continuously
developed, with the eVisa program now including 66 countries and special
administrative regions, and the GCC residents visa and free 96-hour Stopover
Visa. US, UK, or Schengen visa holders, as well as residents of the UK, US, or
European Union countries, are eligible for the instant eVisa.
Saudi
is currently connected to175 destinations, more than halfway to our target of
250, with 14 new international routes launched in 2024.
Visit
Saudi has a 24/7 tourist helpline (dial 930) for travelers who require
assistance or have any concerns. To learn more and plan your trip,
visit Visit Saudi.
Image
Credit: © Saudi Tourism Authority
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