Lionel Messi Stars in New Saudi Tourism Campaign Ahead of Cristiano Ronaldo Clash
Lionel Messi has starred in a new advertising campaign to promote tourism in Saudi Arabia. It comes as Lionel Messi is expected in Saudi Arabia this month ahead of a potentially historic meeting with Cristiano Ronaldo’s Al Nassr.
Saudi Arabia’s national tourism brand, “Saudi Welcome To Arabia,” has kicked off another global marketing campaign featuring football legend and Saudi tourism ambassador Lionel Messi.
Launching across key target markets in Europe, India, and China, the “Go Beyond What You Think” campaign is anchored on consumer insights, which revealed there are still common misconceptions about the destination, and invites audiences to experience the cultural transformation taking place across Saudi Arabia.
The Kingdom is encouraging citizens, visitors, and residents to share positive experiences and memories on TikTok and social channels using the bi-lingual hashtags #ShareYourSaudi and in Arabic #السعودية_بعيونك,.
Lionel Messi is one of many leading international figures currently promoting the Kingdom.
Watch the latest Lionel Messi Saudi Arabia video here:
Come and see what Lionel Messi discovered in Saudi and experience a world beyond your expectations.#ShareYourSaudi #VisitSaudi pic.twitter.com/8pixzg8Khp
— Visit Saudi (@VisitSaudi) January 26, 2024
Messi is a frequent visitor to Saudi Arabia, including a recent trip with his wife, Antonella, and their two children.
Both Messi and his family have expressed delight in their Saudi experiences and a desire to continue visiting the country.
Boldly addressing common misconceptions about Saudi Arabia, the campaign’s powerful call-to-action encourages visitors to discover the unexpected beyond outdated stereotypes.
The video showcases Saudi Arabia’s diverse locations, weather, and terrain, from the pristine waters of the Red Sea to the lush green mountains in Aseer, snow-covered Tabuk, the coastal city of Jeddah, and Riyadh, the bustling capital.
In celebration of Saudi Arabia’s activities and attractions, the Messi campaign highlights the Diriyah E-Prix, Riyadh Season’s theme park rides, AlUla’s hot air balloon flights and MDL Beast music events.
The campaign is launching ahead of the World Cup winner’s imminent and much-anticipated Saudi return, playing two matches with his current club, Inter Miami, against Al Nassr on February 1 and against Al Hilal on January 29.
Saudi tourism is booming, with visitor numbers driven by new visa initiatives, with the eVisa programme now including 63 countries and special administrative regions, the GCC residents visa, and the free 96-hour stopover visa.
Stopover visa holders are eligible for a complimentary one-night hotel stay during the stopover when booking with the national carrier, SAUDIA.
