- “This Land Is Calling” extends a global invitation to explore Saudi Arabia’s rich legends and hidden wonders, offering a glimpse into the nation’s dynamic growth and evolving tourism landscape.
- The campaign’s cinematic video transports viewers on an enchanting journey across Saudi Arabia’s mystical landscapes, showcasing one of the world’s fastest-growing destinations.
- Saudi Arabia is quickly becoming a top choice for travellers in search of an authentic experience, blending ancient traditions with bold ambitions. The country’s remarkable milestone of surpassing 100 million visitors, seven years ahead of schedule, underscores its rapid ascent in global tourism.
Saudi’s national tourism brand, ‘Saudi, Welcome to Arabia,’ has unveiled its captivating new international campaign, “This Land is Calling.” Launching across the United Kingdom, France, Italy, Germany, and the United States, this campaign is rooted in insights from visitors to Saudi Arabia, highlighting the rich depth and mystery of a land that remains largely unexplored by many. Through the eyes of a female protagonist, viewers embark on a mesmerizing journey through time and space, discovering Saudi as the true Heart of Arabia.
The campaign is a tribute to the spirit of adventure and wonder that defines the Saudi landscape, with its mystical sites and modern traditions deeply connected to a simpler past. The film follows a female explorer as she navigates unfamiliar terrain on a path of discovery, celebrating Saudi’s beauty and complexity. From the rolling dunes and snow-capped mountains to the vibrant corals of the Red Sea, the film offers a vivid portrayal of a multifaceted country where history is ever-present, inviting travellers to experience a world unknown to them—a land of joy and welcome that encourages them to stretch the boundaries of their imagination.
“This Land is Calling” highlights Saudi’s extraordinary heritage, its rapid transformation into a dynamic global destination, and the warmth of its people. The film’s heroine, initially filled with trepidation, experiences the renowned Saudi hospitality as she embarks on an enigmatic quest through the country’s spectacular destinations. The video subtly conveys a deeper message: Saudi remains a land of firsts for travellers, a place rich with uniquely Arabian cultural and natural treasures, making it an exciting new destination to explore. The heroine’s words, “I was the first, but I won’t be the last,” deliver a compelling call to action.
The video surprises and intrigues, revealing a lesser-known side of Saudi Arabia—its vast geography, diverse terrain, and both human and natural wonders. From the clear turquoise waters of the Red Sea to the lush mountains of Aseer, the vibrant cities of Riyadh and Jeddah, and the iconic UNESCO World Heritage Sites of Diriyah, Hegra, and Al Balad, the film showcases Saudi’s breathtaking diversity.
Brought to life in collaboration with the award-winning creative agency BETC, the campaign will reach audiences through a multi-platform approach and serve as a banner for a series of initiatives aimed at broadening perspectives and bridging cultures over the coming months.
His Excellency Ahmed Al Khateeb, Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority expressed, “We are thrilled to invite the world to discover Saudi’s vibrant evolution. This campaign celebrates our nation’s unique blend of time-honoured traditions and cutting-edge modernity. As we work towards Saudi Vision 2030, our goal is to showcase The Kingdom’s innovative spirit, cultural richness, and stunning landscapes, positioning ourselves as a premier global tourism destination. We look forward to sharing a vision where our historical treasures and contemporary achievements create unforgettable experiences for visitors from around the globe.”
Fahd Hamidaddin, CEO and a Member of the Board of the Saudi Tourism Authority, added, “‘This Land is Calling’ is a visually stunning invitation to the world from Saudi. Developed with insights from visitors to the country, the film is an ode to the captivating duality of our country’s storied past and ambitious future. It reflects our pursuit of excellence—a cycle of continuous learning rooted in data as we refine and enhance our offerings to establish Saudi as a destination of choice for all. With this campaign, we aim to ignite the curiosity of travellers seeking a truly new experience—whether in culture, adventure, sport, or entertainment.
Saudi has seen remarkable growth in demand, with a 73% increase in annual tourist arrivals from Europe and the United States. We continue to collaborate with local and global partners to expand and enrich our offerings so that the 150 million tourists we welcome by 2030 can truly experience the pulsating Heart of Arabia.”
Saudi is at the forefront of a new era in tourism, creating breathtaking new destinations and world-class experiences while advancing sustainability and hosting major events in culture, entertainment, and sports. Its impressive year-round lineup includes Riyadh Season, AlUla Season, diverse festivals, Jeddah Al Balad’s heritage and cultural attractions, SoundStorm MDL Beast—one of the world’s biggest music festivals—the Saudi Arabian F1 Grand Prix, Dakar Rally, and the Saudi Cup, among many others.
All the locations featured in the film are available for booking, allowing visitors to customize their adventures with packages available at www.visitsaudi.com. Saudi is home to over 10,000 archaeological sites and eight UNESCO World Heritage Sites, with the latest addition being the Al-Faw Archaeological Area, celebrated this month.
“This Land is Calling” embodies Saudi’s invitation to the world, showcasing its unparalleled blend of hospitality and vibrant offerings. The campaign draws inspiration from 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 to Saudi has never been easier, with continuous developments in visa initiatives. The eVisa program now includes 66 countries and special administrative regions, alongside the GCC residents visa and a free 96-hour Stopover Visa. Holders of US, UK, or Schengen visas, as well as residents of the UK, US, or European Union countries, are eligible for an instant eVisa.
Saudi is currently connected to 175 destinations, more than halfway to its target of 250, with 14 new international routes launched in 2024. Visit Saudi also offers a 24/7 tourist helpline for travellers needing assistance or with any concerns. To learn more and plan your trip, click here.
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