Saudi Tourism has introduced a new campaign entitled ‘This Land is Calling’, which invites international tourists to unearth Saudi’s legends and wonders.
Anchored by insights from visitors to Saudi, the campaign showcases the “depth and breadth of a land still full of mystery for so many,” demonstrating all the while why Saudi is the ‘Heart of Arabia’.
The cinematic campaign video takes viewers on a journey through the vast reaches of Saudi, described as “one of the fastest growing destinations in the world”.
The heroine of the film – a solo female traveller – is initially filled with trepidation but experiences a warm Saudi welcome as she embarks on an enigmatic quest through the country’s spectacular destinations.
It also showcases 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 wider message of the campaign is about Saudi’s extraordinary heritage, its rapid transformation into a dynamic global destination, and the endearing warmth of its people.
His Excellency Ahmed Al Khateeb, Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority, said: “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: “With this campaign, we hope to ignite the curiosity of the traveller 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% 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.”
All the sites in the film can be booked, with visitors able to create their own adventure with packages available at visitsaudi.com.
