Saudi Arabia is aware of the fact that perceptions need to be reshaped in order for the country to reach its ambitious tourism goals by the year 2030. This is because Saudi Arabia recognizes the need for a comprehensive image revamp.

Lionel Messi is once again promoting Saudi Arabia in a campaign that asserts the country’s desire to break down “outdated stereotypes” and “walls” of “misconception.”

One of its titles is “Go Beyond What You Think,” and it addresses the transforming impact that travel possesses.

During the month of May of the previous year, Messi fulfilled the contractual responsibilities that were associated with his cooperation with the Saudi Arabian tourism administration by sharing photographs from his trip to Diriyah in Saudi Arabia. According to a report of the New York Times, the arrangement has the potential to earn him $25 million over the course of three years.

The New Tourism Campaign in Saudi Arabia

The campaign, which is a component of the “Saudi, Welcome to Arabia” brand, is scheduled to launch over the course of three months across key markets in Europe, India, and China. Television, social media, and internet channels are all included in its scope.

The ad is “anchored on consumer insights, which revealed there are still common misconceptions about the destination,” according to a news release issued by the tourism board. Additionally, the campaign urges audiences to experience the extraordinary and lively cultural shift that is taking place across Saudi Arabia.

Messi uploaded the campaign video to his Instagram account as part of a paid agreement with Visit Saudi Arabia. Those who have been to Saudi Arabia are encouraged to share their experiences with others and to provide them the opportunity to travel throughout the nation.

The “Tourism Opens Minds” campaign, which is part of the recently renamed United Nations Tourism Organization, is aligned with this initiative, which is part of Saudi Tourism’s ongoing efforts to broaden viewpoints and encourage cultural understanding through various forms of tourism.

Is There Anything Special About Messi’s Video?

This film highlights the various landscapes that can be found in Saudi Arabia, such as the Red Sea, the green mountains of Aseer, the snow-covered terrain of Tabuk, the seaside city of Jeddah, and Riyadh, the capital city.

It showcases attractions such as the Diriyah E-Prix, the theme park that Riyadh Season has to offer, the hot air balloon rides that AlUla offers, and the music events that MDL Beast hosts. The Saudi Women’s National Football Team, Dania Akeel, a motorsport athlete, DJ Cosmicat, and Rayyanah Barnawi, the first Saudi woman to travel into space, are all being honored by Messi through this celebration.