Saudi tourism has launched an international campaign, This Land is Calling. Captivating the imaginations of audiences during its premier in the UK, France, Italy, Germany, and the US, the viewers are taken on a journey to discover the mysterious and enchanting land of Saudi Arabia.
Through the eyes of a female explorer, the campaign highlights Saudi as the Heart of Arabia. From ancient monuments to modern traditions, the film celebrates the spirit of adventure and wonder that permeates the Kingdom’s landscape.
Featuring breathtaking footage of Saudi’s diverse terrain, from the Red Sea’s turquoise waters to the snow-capped mountains and lush forests, the viewer is transported to a world unknown to them, each moment, a revelation – Saudi as a land of joy and welcome – while pushing beyond the boundaries of their imaginations.
More than just a camaign This Land is Calling is an invitation to experience Saudi’s extraordinary heritage, rapid transformation, and warm hospitality; with parting words from the film’s heroine, “I was the first, but I won’t be the last,” delivering a powerful call-to-action.
Boasting a lesser-known side to Saudi – its expansive geography, diverse terrain, and human and natural wonders, the campaign was brought to life in partnership with creative agency BETC; and will reach audiences through a multiple activations over the next several months.
HE Ahmed Al Khateeb, Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority (STA), said, “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.”
Commenting on the campaign, Fahd Hamidaddin, CEO and board member of STA, said, “[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.”
Home to more than 10,000 archaeological sites and eight UNESCO World Heritage Sites, with the addition of its latest site, the Al-Faw Archaeological Area earlier this month, the Kingdom has enjoyed a 73% growth in visitors form Europe and the US.
The campaign is part of Saudi’s ambitious goal to attract 150 million tourists by 2030, showcasing its rich heritage, modern advancements, and unparalleled blend of hospitality and vibrant offerings.
