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The Saudi Tourism Authority has launched another global marketing campaign as part of its “Saudi, Welcome To Arabia” brand, and once again the star is football legend and Saudi tourism ambassador Lionel Messi, Arab News reports.

Launching across key target markets in Europe, India and China, the “Go Beyond What You Think” campaign is, according to a press release, “anchored on consumer insights, which revealed there are still common misconceptions about the destination,” and invites audiences to “experience the incredible and vibrant cultural transformation taking place across Saudi.”

Those that know Saudi are encouraged to share positive experiences and memories on TikTok and social channels using the bi-lingual hashtags #ShareYourSaudi and #السعودية_بعيونك,.

The latest campaign will run for three months on multiple platforms, including TV, social media, and digital. It is the latest in a series of initiatives by Saudi Tourism to “foster broadening of perspectives, and bridging cultures through tourism.”

The press release continues: “The campaign brings to life the UN Tourism, ‘Tourism Opens Minds’ Initiative that launched on World Tourism Day in Riyadh in September 2023, which extends a compelling invitation for travelers to broaden horizons and explore uncharted corners of the world.

“Governments and industry were presented with a special pledge, calling on them to promote new and under-appreciated destinations while consumers pledged to ‘be open-minded to new cultures and destinations, holding an open heart while travelling.’

“Lionel Messi is one of many leading international figures who took that pledge. Messi has a fond connection with Saudi being a frequent visitor to the country, including most recently with his wife, Antonella and their two children last Spring. Both Messi and his family have expressed delight in their Saudi experiences and a desire to continue visiting the country.”

The campaign includes a video featuring Messi “breaking down metaphorical ‘walls’ of various misconceptions about the country,” it adds.

Messi also celebrates trailblazing Saudi women including the Women’s National football team, motorsport athlete Dania Akeel, DJ Cosmicat, and Rayyanah Barnawi, the first Saudi woman in space.