Saudi Tourism Authority unveils latest international marketing campaign

Saudi Tourism Authority has premiered a new international marketing campaign in the UK, France, Italy, Germany and the US.

The multiplatform campaign, titled ‘This Land is Calling’, will “serve as a banner for a series of initiatives to broaden perspectives and bridge cultures” over the next few months.

The initial launch includes a video following a solo female traveller as she moves through the destination, experiencing the Red Sea, the Asir Mountains, the cities of Riyadh and Jeddah and the Unesco World Heritage Sites of Diriyah, Hegra and Al Balad – all of which can be booked by tourists.

The tourist board said the film would highlight the region’s “extraordinary heritage”, “rapid transformation into a dynamic global destination” and the “endearing warmth of its people”.

Minister of tourism and chairman of the board of directors of the Saudi Tourism Authority, Ahmed Al Khateed, said: “This campaign is a celebration of our nation’s unique blend of time-honoured traditions and cutting-edge modernity. As we work towards Saudi Vision 2023, 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, chief executive and member of the board of the Saudi Tourism Authority, added: “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.”