Saudi Arabia’s national tourism brand has initiated a global marketing campaign featuring football legend and Saudi Tourism Ambassador, Lionel Messi. The ‘Go Beyond What You Think’ campaign aims to dispel misconceptions about the destination and encourages audiences to share positive experiences on TikTok using #ShareYourSaudi.

According to the Saudi Tourism press release, the multi-platform campaign spans TV, social media, digital, and online travel agency tactics, aligning with Saudi Tourism’s mission to broaden perspectives and bridge cultures through tourism. The initiative follows the UN Tourism’s ‘Tourism Opens Minds’ pledge, urging travelers to explore new destinations.

Messi, a frequent visitor to Saudi Arabia, plays a pivotal role in the campaign, breaking down misconceptions in a hero video.

The video showcases Saudi’s diverse landscapes, activities, and attractions, including the Red Sea, Aseer’s mountains, Tabuk’s snow, Jeddah, Riyadh, and cultural events.

The campaign highlights Saudi’s commitment to sustainability and its flourishing culture, entertainment, and sports scenes.

Messi specifically celebrates Saudi women breaking barriers in various fields. Saudi, currently hosting 17,000 winter events, including Riyadh, Jeddah, and Diriyah Seasons, continues to pioneer tourism development.

The campaign precedes Messi’s return to Saudi Arabia with Inter Miami, playing against Al Nassr on February 1 and Al Hilal on January 29.

Visa initiatives, including eVisa programs, GCC residents visas, and free 96-hour Stopover Visa, make visiting Saudi convenient. Stopover Visa holders enjoy a complimentary hotel stay and can explore the country.