Have you ever wondered what it feels like to step into a world where history and modernity dance together? Imagine a place where ancient traditions meet futuristic innovation, and every step you take is a journey through time. That’s precisely what Saudi Arabia offers today. Saudi Arabia “This Land is Calling”
With its latest campaign, “This Land is Calling,” Saudi Arabia is inviting the world to uncover its hidden gems, breathtaking landscapes, and unparalleled cultural heritage. Are you ready to answer the call?
Unveiling the Campaign: “This Land is Calling”
Saudi Arabia has launched an extraordinary campaign, “This Land is Calling,” targeting key global markets like the UK, France, Italy, Germany, and the US. The campaign, a collaborative effort with the award-winning creative agency BETC, invites the world to experience Saudi Arabia’s awe-inspiring transformation from a land of ancient mysteries to a leading global tourist destination. It’s not just about a trip; it’s about a journey to the heart of Arabia.
The Campaign’s Cinematic Experience
Picture this: a solo female traveler navigating through a land filled with untold stories and majestic beauty. This campaign film captures her journey across diverse terrains—from the vibrant Red Sea corals to the snow-capped mountains and golden sand dunes. She represents all of us—those curious souls seeking adventure, culture, and a sense of wonder. As she explores Saudi Arabia, she finds herself welcomed with warmth and hospitality, the hallmark of Saudi culture. The message is clear: “I was the first, but I won’t be the last.”
Why Saudi Arabia? Unraveling Its Mysteries and Wonders
A Rich Tapestry of History and Culture
Saudi Arabia is a land where history is not just taught; it’s lived. With over 10,000 archaeological sites and eight UNESCO World Heritage Sites, the country is a living museum. Visitors can wander through ancient cities like Diriyah, the birthplace of the Saudi state, and Hegra, the first UNESCO World Heritage Site in Saudi Arabia, where tombs carved into the sandstone cliffs tell tales of a bygone civilization.
The Magic of AlUla: A Journey Back in Time
AlUla, home to Hegra, is like stepping into a time machine. This oasis, surrounded by stunning rock formations, is where travelers can experience the rich heritage of the Nabateans, who once thrived here. Walking through AlUla, you can almost hear the whispers of the past echoing through its ancient streets.
Nature’s Masterpiece: The Diverse Landscapes of Saudi Arabia
From Rolling Dunes to Snow-Covered Peaks
Saudi Arabia’s landscape is a canvas painted with diverse colors and textures. One moment you’re navigating the golden dunes of the Empty Quarter, and the next, you’re gazing at the snow-covered peaks of Tabuk. The campaign captures these contrasts beautifully, showcasing Saudi Arabia as a destination where every corner brings a new discovery.
The Red Sea: A Diver’s Paradise
Did you know that Saudi Arabia’s Red Sea coast is home to one of the world’s few thriving coral reefs? With over 1,200 species of fish, this is a diver’s paradise. The campaign film’s stunning visuals of the clear turquoise waters and vibrant coral reefs make it impossible not to dream of an underwater adventure.
Saudi Arabia: A Land of Firsts
Experience Unique Cultural and Natural Gems
Saudi Arabia is a land of firsts, offering a range of unique cultural and natural experiences. From the world’s largest oasis in Al-Ahsa to the UNESCO World Heritage Site of Al Balad in Jeddah, each site tells its own story. “This Land is Calling” is an invitation to be among the first to discover these hidden treasures.
The People: The Heartbeat of Saudi Hospitality
Warm Welcomes and Unforgettable Experiences
In Saudi Arabia, hospitality is more than a tradition—it’s a way of life. The heroine of the campaign film is greeted with open arms everywhere she goes, embodying the famed Saudi hospitality. It’s not just about the sights; it’s about the smiles, the shared meals, and the stories that make you feel at home even when you’re far away.
The Campaign’s Broader Vision: Connecting Cultures
Bridging Cultures and Broadening Perspectives
Saudi Arabia’s tourism strategy is not just about attracting visitors; it’s about building bridges. “This Land is Calling” is designed to spark curiosity and foster connections between cultures. By sharing Saudi Arabia’s rich heritage and vibrant modernity, the campaign aims to create a dialogue that transcends borders.
Fahd Hamidaddin, CEO and a Member of the Board, the Saudi Tourism Authority, added:
 ” ‘This Land is Calling’ is a visually stunning invitation to the world, from Saudi. Developed through insights gleaned from visitors to the country, the film is an ode to the mesmerizing duality of our country’s storied past, and our ambitious future. It reflects our pursuit of perfection – a cycle of continuous learning, rooted in data, as we iterate and develop our offerings to facilitate our growth trajectory as a destination of choice for all. With this campaign, we hope to ignite the curiosity of the traveler who craves the excitement of a completely new experience – whether in culture, adventure, sport, or entertainment. Saudi has been enjoying stellar growth in demand witnessing a 73 percent 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.”
Innovative Initiatives and Partnerships
To achieve this, Saudi Arabia is partnering with local and global organizations to enhance its offerings. From culture to adventure, sport to entertainment, the Kingdom is constantly evolving its tourist experiences to cater to diverse interests. Events like the Riyadh Season, Jeddah’s Al Balad Festival, and the Saudi Arabian F1 Grand Prix are just a few examples of how Saudi Arabia is positioning itself as a year-round destination.
What Makes Saudi Arabia a Must-Visit Destination? “This Land is Calling”
Cutting-Edge Modernity Meets Timeless Traditions
A Visionary Future: Saudi Vision 2030
Saudi Arabia is rapidly transforming into a hub of innovation and cultural exchange, aligning with the goals of Saudi Vision 2030. This vision is not just about economic growth; it’s about redefining Saudi Arabia’s place in the world. The campaign embodies this vision by showcasing the Kingdom’s journey from its historic roots to its ambitious future.
His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority, says:
 “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-honored traditions and cutting-edge modernity. As we work towards Saudi Vision 2030, 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.”
A Dynamic Destination for All
Whether you’re an adventure seeker, a culture enthusiast, or a lover of luxury, Saudi Arabia has something for everyone. From thrilling activities like dune bashing and diving in the Red Sea to exploring historical sites and enjoying world-class entertainment, the possibilities are endless.
Effortless Accessibility: Plan Your Visit NowÂ
Visa Initiatives and Connectivity
Saudi Arabia has made it easier than ever to visit. With new visa initiatives, including eVisas available for 66 countries and free 96-hour stopover visas, planning a trip is seamless. The Kingdom is now connected to 175 destinations globally, with plans to increase this to 250 by 2030. It’s time to pack your bags!
Safety and Convenience: Travel with ConfidenceÂ
24/7 Tourist Support
Traveling to a new country can be daunting, but Saudi Arabia ensures you have all the support you need. With a 24/7 tourist helpline and a wealth of resources available on Visit Saudi’s website, your journey will be as smooth as it is memorable.
A Future of Unlimited Possibilities
Ambitious Goals: Welcoming 150 Million Tourists by 2030
Saudi Arabia is setting ambitious targets to become a leading global destination, aiming to welcome 150 million tourists by 2030. The Kingdom is not just inviting tourists; it’s preparing to offer them an experience like no other. With year-round events, breathtaking new destinations, and sustainable tourism initiatives, Saudi Arabia is on a mission to redefine travel.
Your Adventure Awaits: Answer the Call of Saudi Arabia “This Land is Calling”
How to Start Your Journey
So, are you ready to explore the Heart of Arabia?
Start planning your adventure at Visit Saudi. Whether it’s discovering UNESCO World Heritage Sites, diving into the Red Sea, or attending one of the many world-class events, your next unforgettable journey is just a click away.