Video: See Saudi Tourism's new 'This...

Ad aimed at American and European markets

Saudi Arabia's national tourism brand, Saudi, Welcome to Arabia, has released its new ad campaign ‘This Land is Calling’.

Airing across the UK, France, Italy, Germany and the US, the campaign aims to share insights into the spirit of adventure of the Saudi landscape.

The film follows a female explorer as she navigates an unfamiliar terrain, on a journey of discovery. It celebrates Saudi's rolling dunes, snow-covered mountains, vibrant Red Sea coral reefs and historical monuments.

Initially filled with trepidation, the solo female traveller experiences a warm Saudi welcome and is empowered to explore. The heroine then delivers a call to action, saying: “I was the first, but I won't be the last."

‘This Land is Calling’ highlights Saudi's extraordinary heritage, its rapid transformation into a dynamic global destination, and the endearing warmth of its people.

Saudi remains a land of firsts for many travellers, a place with a uniquely Arabian cultural and many natural gems waiting to be unearthed, making it an exciting new destination to visit.

The campaign was brought to life in partnership with award-winning creative agency BETC. The campaign will reach audiences through a multiplatform approach, and will serve as a banner for a series of initiatives to broaden perspectives and bridge cultures over the course of the next several months.

His Excellency Ahmed Al Khateeb, Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority said: “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-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, 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.”

Fahd Hamidaddin, CEO and a Member of the Board, Saudi Tourism Authority, added: "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.”

For more information, visit www.visitsaudi.com

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