Saudi Arabia has launched its captivating new international tourism campaign, “This Land is Calling,” which will roll out across the United Kingdom, France, Italy, Germany, and the United States. The campaign, produced in collaboration with the award-winning creative agency BETC, introduces viewers to the country’s rich tapestry of history and modernity through a visually stunning film.
The campaign features a female explorer who embarks on a mesmerizing journey across Saudi Arabia, unveiling its diverse landscapes and cultural treasures. From the sweeping dunes and snow-covered mountains to the vibrant coral reefs of the Red Sea, the film captures the essence of Saudi Arabia as a land of both ancient wonders and contemporary allure. It highlights the country’s unique blend of timeless traditions and rapid modernization, positioning Saudi Arabia as a dynamic global destination.
“This Land is Calling” celebrates Saudi’s heritage and its transformation into a premier tourism destination. The film transports viewers through iconic sites such as Riyadh, Jeddah, and UNESCO World Heritage Sites like Diriyah, Hegra, and Al Balad. It underscores Saudi Arabia’s appeal as a land of discovery, inviting travelers to experience its mystical landscapes and rich cultural history.
His Excellency Ahmed Al Khateeb, Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority, expressed enthusiasm about the campaign, noting its role in showcasing Saudi Arabia’s evolution and highlighting its blend of tradition and modernity. Fahd Hamidaddin, CEO of the Saudi Tourism Authority, added that the campaign reflects Saudi Arabia’s ambition to offer unique experiences and attract 150 million tourists by 2030.
Saudi Arabia’s tourism strategy includes expanding its global presence with new destinations, sustainable practices, and world-class events. The country’s year-round events, such as Riyadh Season, AlUla’s Season, SoundStorm MDL Beast, the Saudi Arabian F1 Grand Prix, and the Dakar Rally, are integral to its vibrant tourism offerings.
The country has streamlined access with visa initiatives including the eVisa program, which covers 66 countries, and new connectivity with 175 destinations worldwide. For support, travelers can reach the 24/7 tourist helpline at 930. Saudi Arabia, through its “This Land is Calling” campaign, invites the world to discover its unparalleled hospitality and extraordinary experiences, embodying the heart of Arabia and setting the stage for its ambitious tourism goals.
