Featuring football superstar and Saudi Arabia’s most famous foreign resident, CR7, the film takes viewers on a journey through Saudi Arabia’s cornerstone events. An awed CR7 sits in the stands – comparing the different sports to his own.  Hushed monochromes give way to vibrant colour as we see more of what enticed CR7 to stay in Saudi Arabia. From the adrenaline coursing through the crowd, we hear its roar – feeling the highs and lows of a shared experience. The emotion is palpable and brings audiences into the thick of the action.  This is Saudi – engaged, excited, and eager to take its place on the world stage.    

The campaign highlights Saudi Arabia’s diverse, year-round sports and entertainment events held across Riyadh, Jeddah, and AlUla, with curated packages making it ever easier to visit.  As hosts of the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027, Asian Winter Games 2029, among others, Saudi Arabia is bringing sport home.  Its regular calendar includes large-scale international events such as the Esports World Cup, Formula 1, LIV Golf Riyadh, Tennis, and Saudi Pro League (RSL) – cementing its position as a hub for large-scale events. 

From sports to culture and entertainment, SaudiArabia offers something for all interests.  Its annual calendar continues to grow, with Riyadh Fashion Week, the Red Sea International Film Festival, Arts Biennales, and the eponymous Seasons – held in Riyadh and Jeddah- forming the cornerstone of activities.  From music to comedy, international and regional acts are taking the stage in Saudi Arabia, furthering reach and accessibility for ever more audiences.

His Excellency Ahmed Al Khateeb, Minister of Tourism for Saudi Arabia, stated:

“Today, Saudi Arabia is cementing its place as a global destination that combines cultural authenticity, warm hospitality, and the thrill of world-class events. In the tourism sector, we remain steadfast in our commitment to developing a seamless landscape that inspires the world and provides visitors with unforgettable experiences.”

Fahd Hamidaddin, CEO of the Saudi Tourism Authority, added:

Cristiano Ronaldo said: “Being part of Saudi Arabia’s journey as a global sports hub has been truly special and somehow unexpected for me a few years ago. Today, the truth is that from the energy of the fans to the scale of ambition, this is where the future of sport is being written. What I admire most about Saudi Arabia is how it honors its roots while building for the future. From camels to horses, racing to esports, from the desert to the stadium — this is a place where every young athlete can dream big.”

Saudi is investing to become a global hub for events, as part of its Vision 2030 goal of diversifying the economy and expanding the tourism sector. It has committed $800 billion to the sector, which is projected to reach $22.4 billion in market value by 2030 and contribute $16.5bn to GDP by 2030.  Events play a pivotal role in this, boosting tourism numbers, driving infrastructure growth, creating jobs, and inspiring youth participation. Investments in stadiums, arenas, and grassroots programs are helping shape Saudi Arabia’s legacy as a leader not only in global sports tourism but wider entertainment.

Explore Saudi’s Unreal Calendar here.

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PUNE: Saudi’s national tourism brand, ‘Saudi Welcome to Arabia’ has launched its first-ever integrated consumer campaign for the Indian market – ‘Spectacular Saudi’. With a captivating blend of ancient tales and modern marvels, this campaign reveals a side of Saudi that transcends all expectations.

Launching in English across the country, ‘Spectacular Saudi’ takes viewers on an immersive journey through Saudi’s golden sands, pristine waters, and endless skies, revealing the country’s iconic landscapes and experiences.

The campaign visuals bring to life all that makes Saudi a spectacular destination – from the ancient mud-brick architecture of Diriyah’s At-Turaif and the pristine waters of the Red Sea to the historic streets of Al Balad in Jeddah and the majestic Nabataean tombs in Hegra, AlUla. Spotlighting Saudi’s open and welcoming culture which resonates with Indian hospitality in many ways; the campaign further cements Saudi’s close affinity with Indian culture. It invites couples, families, and people in search of iconic experiences rooted in culture and heritage, to explore the unexplored. It narrates the story of a Spectacular Saudi, one steeped in heritage, history, and modern wonders while encouraging prospective Indian travelers to embark on an unforgettable journey of discovery.

Campaign https://www.youtube.com/watch?v=KHz6uwP5uX4 

Speaking on the campaign, Alhasan Aldabbagh, President of APAC Markets at the Saudi Tourism Authority, said, “Indian travelers have long shown a deep appreciation for authentic and unique experiences. They are keen to explore novel destinations, cultures, and gastronomy, and that is exactly what Saudi has to offer. With iconic destinations like Diriyah, Al Balad, and Hegra in AlUla – three of Saudi’s eight UNESCO World Heritage sites, they can walk through history dating back millennia, and with tailor-made packages, experience world-class culture, adventure, and cuisine.

We are excited for Indians to experience the warm Saudi welcome, a core part of our heritage, and something intrinsic to Indian culture as well. India holds an incredibly special place in our hearts, and we are committed to making India the number one source market by 2030. In 2023 alone, 1.6 million Indians traveled to Saudi. We are thrilled to welcome Indian visitors to truly experience the Heart of Arabia.”

With a 240% surge in leisure visits from India as compared to last year – It has never been easier to visit Saudi, with over 330 direct weekly flights and 8 airline operators. Indians holding a valid tourist or business visa from the United States of America, the United Kingdom, or any Schengen country, with stamped proof of entry are eligible for the eVisa and visa upon arrival at Saudi international airports. Those not eligible under the above-mentioned criteria can apply for the visa through 11 Tasheer Centres across India. For more information, visit https://www.visitsaudi.com/en/plan-your-trip/visa-regulations, the one-stop for all Saudi visa requirements. Indian travelers can also apply for a free Stopover visa, which is valid for up to 96 hours and can be obtained 90 days in advance on the Saudia Airline and Flynas website.

To explore the heart of Arabia, visit https://www.visitsaudi.com/en/campaigns/india and book your next getaway with access to exclusive packages and offers from 12 trade partners in India.

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Gearing up to take Saudi’s spirit of hospitality to a whole new level, the country is slated to welcome a series of new properties set against some of the most spectacular backdrops. Blending nature, tradition, and modernity, here’s a look at the hottest new openings that will forever change your definition of a ‘hotel’.

Six Senses Southern Dunes

Set against the mesmerizing backdrop of desert plains and the Hijaz Mountains, stands the Six Senses Southern Dunes, The Red Sea resort that honors the Nabataean architectural heritage and majestic desert surroundings. With Oasis being the heart of the resort, the canopy of the hotel, inspired by a desert flower is a self-shading structure that will host vibrant activities and functions under one roof. The villas are structured parallelly for the guests to enjoy the views of the surrounding dunes. This spot also has two signature restaurants, an outdoor pool, a fitness center, and a world-class Six Senses Spa for guests to enjoy.

Lastly, a fun fact about this hotel- it made it to the ‘2024 Hot List’ published by Condé Nast Traveller for best hotels in the world.

Desert Rock Resort

Set in a hidden valley and nestled between the mountains is the Desert Rock Resort which will be welcoming guests across the globe this year. Part of Red Sea Global, the hotel will allow its guests to immerse themselves in nature on a whole new level while offering unparalleled luxury.

The hotel is an architectural masterpiece and sits fully integrated in the mountainside, preserving its striking natural silhouette. Offering a truly one-of-a-kind experience guests can even stay in rooms carved out of the rock itself. All rooms provide undisrupted views out to the horizon, allowing guests to admire the vast desert vistas that stretch out ahead.

Nujuma, A Ritz Carlton Reserve The Red Sea

Blending intuitive and heartfelt service with stunning natural beauty and indigenous design, Nujuma is the first property from the brand in the Middle East and joins an exclusive collection of only five Ritz-Carlton Reserves worldwide. The hotel is situated on a pristine set of private islands, which are part of the Red Sea’s Blue Hole cluster of islands. Surrounded by unspoiled natural beauty and designed to blend seamlessly with the environment, the resort features 63 one-to-four-bedroom water and beach villas.

When not soaking up the tranquil surroundings from the comfort of their own villa, guests will be able to indulge in a lavish spa, swimming pools, a range of restaurants, and a retail area, or learn more about the prized natural setting at a Conservation Centre.

Bab Samhan, Diriyah

Bab Samhan is set to open its doors this year, making it the first-ever hotel to open within the UNESCO World Heritage site Diriyah. Promising to blend contemporary luxury with the signature Najdi architectural style, the hotel will boast 106 rooms each offering a distinct ambiance that will immerse guests in the culture and history of the area. With the property located in North Diriyah and close to both scenic Wadi Hanifah and At-Turaif, guests get a chance to enjoy the hotel’s amenities as well as nearby attractions.

Dar Tantora, AlUla

Dar Tantora is an upscale eco-lodge from The House Hotel, which has recently opened its door to the world. Located in the historic AlUla Old Town, the property is a fusion of heritage and contemporary design which is set to transport guests back to the 12^th century while offering them the utmost comfort of modern-day hospitality. The hotel includes 30 guest rooms created from restored and repurposed historical mud-brick buildings using modern engineering in tandem with traditional materials and techniques for a truly authentic Old AlUla experience.

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INDIA: The Saudi Tourism Authority (STA) marked the start of this year’s Arabian Travel Market (ATM) by showcasing Saudi’s spectacular summer destinations to trade partners – as the country’s tourism sector continues to go from strength to strength.

Representatives from Saudi’s booming tourism ecosystem kicked-off the Middle East’s biggest travel and tourism trade show aiming to build awareness of Saudi’s unique and diverse summer destination offering, strengthen and establish new trade partnerships, and celebrate the remarkable year-on-year growth of the Saudi tourism sector.

Fahd Hamidaddin, CEO and Board Member of STA, is leading the Saudi delegation of 72 partners from across the tourism sector, including top destination management companies, hoteliers, and airlines, to the show that started in Dubai today.

The delegation is aiming to showcase Saudi’s distinctive summer destinations to trade partners and consumers in the GCC region and underline Saudi’s status as a world-leading year-round tourism destination, with a strategic focus on priority markets like India and China.

Over the summer season, Saudi offers a unique and diverse range of activities and destinations for visitors including young families ranging from the pristine beaches of the Red Sea, the rich culture of Jeddah, and an events program like no other, including the Esports World Cup starting in Riyadh this July.

Saudi’s mountainous regions including the tranquil and picturesque destinations of Aseer, Taif, and Al Baha also provide a refreshing escape during the summer season with temperatures in the low 20s. These serene retreats are ideal for adventure travelers who seek natural beauty, wildlife, hiking trails, and cool breezes.

Fahd Hamidaddin, CEO and Board Member of STA, said: “We’re delighted to be back at ATM this year to showcase Saudi as a unique summer destination, offering an action-packed events calendar, cool mountain regions for adventurer seekers, and pristine beaches for families and those looking to relax.

The MEA and APAC markets are hugely important in our overarching tourism strategy with a combined 23 million visits last year, and we will be focusing on growing those numbers.

Having welcomed over 100m tourists in 2023, Saudi is the land of now – offering growth and opportunities like no other to trade partners across the globe. And over the coming days, we look forward to building new long-lasting partnerships, sharing knowledge, and showcasing the wealth of opportunities Saudi has to offer.”

Building on the success of last year’s presence at ATM, where over 50,000 visitors were welcomed at the Saudi stand, this year’s exhibit is set across three floors with partners showcasing hundreds of affordable and luxury bookable products for destinations such as Jeddah, AlUla, Aseer, Riyadh, and the Red Sea.

Visitors can race a bike through the mountains of Aseer on a virtual simulator, download specially curated Saudi Summer playlists in partnership with Anghami, see an array of football memorabilia at the Saudi Pro League Museum, and enjoy live performances of traditional Saudi dancers, digital art displays from local artists. The diversity of Saudi will also be showcased with an interactive Saudi map and activities calendar.

The stand also showcases the new “Saudi Rewards” scheme, a first-of-its-kind national rewards program, offering free nationwide rewards for citizens and visitors to unlock points on tourism, shopping, dining, entertainment, and more. Saudi Rewards currently has a network of 17 partners and will have a dedicated booth at ATM with interactive activations for visitors to enjoy.

On the first day of the event, Mr Hamidaddin participated in a flagship panel event alongside other tourism leaders from the GCC to discuss collaboration and Saudi’s role in the region’s growing tourism sector.

Popular UAE radio station Dubai Eye also broadcast their afternoon show live from the Saudi booth where they discussed Saudi’s summer offering, while trailblazing Indian influencer Masoom Minawala Mehta and world-famous travel influencer brothers, Wael and Nael Abualteen, were on the stand creating content for their social channels.

STA and its partners are aiming to build on the successes of last year’s ATM, where more than 1,600 deals and more than 50 MoUs and strategic agreements were signed – resulting in 35,000 extra visits.

Saudi presents trade partners with an unparalleled opportunity for sustained growth. Notably, the country achieved a significant milestone by welcoming 100 million tourists in 2023. Together with partners, STA is building knowledge of Saudi’s destination offerings to consumers, to address barriers to destination knowledge and welcome more visitors than ever to the Kingdom.

This boom has continued in 2024, with the first quarter of the year witnessing a double-digit growth increase in tourists compared to the same period last year – bolstering Saudi’s position as a leading global tourism destination and driving progress towards its revised target of 150 million visits by 2030.

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PUNE: Saudi’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 incredible and vibrant cultural transformation taking place across Saudi. Those that know Saudi are encouraged to share positive experiences and memories on TikTok and social channels using the bi-lingual hashtags #ShareYourSaudi and in Arabic #السعودية_بعيونك.

The latest ‘Saudi Welcome to Arabia’ brand campaign is a combination of TV, Social, Digital, and OTA tactics activated over a three-month period. It is the latest in a series of initiatives by Saudi Tourism to foster broadening of perspectives, and bridging cultures through tourism.

The campaign brings to life the UN Tourism, ‘Tourism Opens Minds’ Initiative that launched on World Tourism Day in Riyadh in September 2023, which extends a compelling invitation for travelers to broaden horizons and explore uncharted corners of the world. Governments and Industry were presented with a special pledge, calling on them to promote new and under-appreciated destinations while consumers pledged to ‘be open-minded to new cultures and destinations, holding an open heart while travelling.’

Lionel Messi is one of many leading international figures who took that pledge. Messi has a fond connection with Saudi being a frequent visitor to the country, including most recently with his wife, Antonella and two children last Spring. Both Messi and his family have expressed delight in their Saudi experiences and a desire to continue visiting the country.

Boldly addressing these misconceptions head-on, the campaign’s powerful call-to-action encourages visitors to discover the unexpected beyond outdated stereotypes, with a hero video featuring Messi breaking down metaphorical ‘walls’ of various misconceptions about the country.

The video showcases Saudi’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’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 also places a spotlight on Saudi’s open and welcoming culture and the importance of inspiring young Saudi women to reach their full potential. Messi celebrates the Saudi women who have been trailblazers in their fields and leading Saudi’s cultural transformation such as the Saudi Women’s National football team, motorsport athlete Dania Akeel, DJ Cosmicat, and Rayyanah Barnawi, the first Saudi woman in space.

With a powerful entry, Saudi continues to pioneer a new era of tourism development and growth through the creation of new destinations and show-stopping experiences, embracing sustainability and enabling world-class culture, entertainment, and sports scenes to flourish. Saudi especially comes alive during its sunny Winter Season – this year the country is hosting 17,000 events, making it ‘the world’s most happening winter’. Ongoing events include Riyadh Season, Jeddah Season and Diriyah Season, with notable events coming up including the Saudi Cup (February 23-24), Saudi Arabian Grand Prix (March 7-9), AlUla Arts Festival (Feb 9-March 2), AlUla skies festival (April 10-27) and much more.

Of note, the campaign is launching ahead of Messi’s imminent and much-anticipated Saudi return playing two matches with his current Club, Inter Miami, against Al Nassr on 1 February and against Al Hilal on 29th January. 

For more information about Lionel Messi and “Go Beyond What You Think,” visit www.visitsaudi.com/en/Messi or www.visitsaudi.com/ar/Messi

It has never been easier to visit Saudi – visa initiatives have been continuously developed, with the eVisa program 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. Travelers can use the Stopover Visa to explore Saudi and perform Umrah.

Planning your visit to Saudi is easy at www.visitsaudi.com

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