Saudi Arabia has unveiled a bold new tourism campaign aimed at captivating the imaginations of global travellers. Titled “This Land is Calling,” the campaign invites tourists to explore the Kingdom’s rich heritage, striking landscapes, and rapidly evolving cultural scene. This latest initiative is part of Saudi Arabia’s broader strategy to position itself as one of the world’s leading tourist destinations, with the ambitious target of welcoming 150 million visitors by 2030.
The campaign, launched under Saudi’s national tourism brand “Saudi, Welcome to Arabia,” will initially be rolled out across key markets including the United Kingdom, France, Italy, Germany, and the United States. The centrepiece of the campaign is a cinematic video that showcases Saudi Arabia’s diverse and mystical landscapes, offering viewers a virtual journey through the country’s vast deserts, snow-capped mountains, and vibrant coral reefs. The film aims to surprise and intrigue audiences, revealing a lesser-known side of Saudi Arabia, far removed from the typical desert imagery.
At the heart of the video is a female protagonist who embarks on a journey of discovery across the Kingdom. Her adventure through time and space highlights Saudi Arabia as a land where ancient traditions coexist with modern ambition. The campaign captures the Kingdom’s transformation into a dynamic global destination while staying rooted in its historical and cultural legacy. Through the eyes of the explorer, viewers are introduced to Saudi Arabia’s natural and human wonders, including UNESCO World Heritage Sites like Diriyah, Hegra, and the historic Al Balad district in Jeddah.
“This Land is Calling” is more than just a tourism promotion; it’s a declaration of Saudi Arabia’s growing prominence on the global stage. The campaign seeks to attract visitors who are looking for authentic experiences in a country that blends its storied past with cutting-edge modernity. His Excellency Ahmed Al Khateeb, Minister of Tourism and Chairman of the Saudi Tourism Authority, expressed his enthusiasm for the campaign: “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-honoured traditions and cutting-edge modernity.”
The video emphasises the warmth of Saudi hospitality and the sense of adventure that awaits travellers. It also hints at the Kingdom’s broader message of being a land of firsts—a place where travellers can discover unique cultural and natural gems. The campaign’s protagonist, after experiencing Saudi’s hospitality and wonder, delivers a powerful call to action: “I was the first, but I won’t be the last.”
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, highlighted the significance of the campaign in positioning Saudi Arabia as a destination of choice. “‘This Land is Calling’ is a visually stunning invitation to the world from Saudi. Developed through insights from visitors, the film is an ode to the duality of our country’s storied past and ambitious future,” he said.
Saudi Arabia has been rapidly expanding its tourism sector, with a particular focus on creating new destinations and experiences that appeal to international visitors. The Kingdom is also advancing sustainability and hosting world-class events in culture, entertainment, and sports. With the success of these initiatives, Saudi Arabia has already surpassed 100 million visitors, achieving this milestone seven years ahead of schedule.
The campaign’s launch coincides with Saudi Arabia’s growing popularity among tourists from Europe and the United States, with a 73% increase in visitors from these regions. As the Kingdom continues to enhance its offerings, it is well on its way to meeting its target of 150 million tourists by the end of the decade.
For those intrigued by the campaign, all the sites featured in the film can be explored, with packages available on the official tourism website, www.visitsaudi.com.