With a new global campaign launched this week, Saudi Arabia is presenting itself more than ever as one of the world’s most intriguing new destinations, inviting global travellers to explore its rich tapestry of culture, history, and natural beauty. In this spectacular new campaign entitled “This Land is Calling,” Saudi Arabia positions itself as a land of firsts—a place where uniquely Arabian cultural and natural gems await discovery.
The campaign, launched under the national tourism brand “Saudi, Welcome to Arabia,” is more than just a warm welcome; it’s a powerful call to action. At the heart of the campaign is a cinematic video that takes viewers on an evocative journey across the vast and mystical landscapes of Saudi Arabia.
The film’s heroine, a solo female traveller, navigates through the country’s varied terrain, embodying the spirit of exploration that the campaign seeks to inspire. Her words, “I was the first, but I won’t be the last,” resonate deeply, underscoring the notion that Saudi Arabia is a land of firsts, with boundless opportunities for discovery.
Her expectations anchored in what Arabia is known to be, yet quickly witnessing scenes one can only see to believe, from lush green mountains, oasis, futuristic structures that defy logic to sparkling turquoise waters. As her initial trepidation gives way to curiosity and wonder, each step brings her closer to the heart of Arabia, where she encounters the warmth and hospitality of the Saudi people.
The film masterfully captures Saudi Arabia’s breath-taking evolution, from its ancient traditions to its towering modern ambitions. With a focus on the country’s diverse geography, the video showcases a lesser-known side of Saudi Arabia, revealing its expansive landscapes and cultural wonders. From the clear turquoise waters of the Red Sea and the lush mountains of Aseer to the vibrant cities of Riyadh and Jeddah, and the iconic UNESCO World Heritage Sites of Diriyah, Hegra, and Al Balad, the film offers a visual feast that surprises and intrigues.
But beyond its stunning visuals, “This Land is Calling” carries a deeper message. It presents Saudi Arabia not just as a destination, but as a place of profound experiences—a land where history is not only seen, but felt, where visitors can connect with the past while embracing the future. The campaign reflects Saudi Arabia’s rapid transformation into a dynamic global destination, where the warmth of its people and the richness of its culture create an unforgettable experience for travellers.
A vision for the future
His Excellency Ahmed Al Khateeb, Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority, expressed his excitement about the campaign, describing it as a celebration of Saudi Arabia’s unique blend of time-honoured 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, positioning ourselves as one of the premier global tourism destinations,” Al Khateeb explained. The campaign, he noted, is a vision of a nation where historical treasures and contemporary achievements converge, offering an unforgettable experience for visitors from around the globe.
Fahd Hamidaddin, CEO and Member of the Board, Saudi Tourism Authority, elaborated on the creative process behind the campaign, describing it as a visually stunning invitation to the world. “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 ambitious future,” Hamidaddin said. He emphasised that the campaign reflects Saudi Arabia’s pursuit of perfection, a cycle of continuous learning and development aimed at maintaining the Kingdom’s growth trajectory as a destination of choice for all.
He continued: “With this campaign, we hope to ignite the curiosity of the traveller 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% 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.”
Saudi Arabia is indeed leading the way in ushering a new era of tourism. The Kingdom is creating breath-taking new destinations, offering world-class events in culture, entertainment, and sports, and advancing sustainability. With an impressive line-up of year-round events, including Riyadh Season, AlUla’s Season and diverse festivals, Jeddah Al Balad’s heritage and cultural attractions, SoundStorm MDL Beast—one of the biggest music festivals in the world—the Saudi Arabian F1 Grand Prix, Dakar Rally, and the Saudi Cup, the country is firmly establishing itself as a global tourism powerhouse.
An invitation to explore
The “This Land is Calling” campaign is not just about showcasing Saudi Arabia’s beauty; it’s about inviting travellers to experience it for themselves. All the sites featured in the film are bookable, allowing visitors to create their own adventure through packages available at Visit Saudi. With over 10,000 archaeological sites and eight UNESCO World Heritage Sites, including the newly celebrated Al-Faw Archaeological Area, Saudi Arabia offers an unparalleled blend of hospitality and vibrant offerings.
Travelling to Saudi Arabia has never been easier. The Kingdom has continuously developed its visa initiatives, expanding the eVisa programme to include 66 countries and special administrative regions. Additionally, residents of the GCC, as well as US, UK, or Schengen visa holders, are eligible for an instant eVisa, making the process of visiting the Kingdom seamless. And at the end of the year, a new GCC “Schengen style” visa is set to revolutionise travel in the Gulf.
Saudi Arabia is now connected to 175 destinations globally, with 14 new international routes launched in 2024. The Kingdom is well on its way to reaching its target of 250 destinations, making it more accessible than ever before.
WATCH THE VIDEO:
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