Saudi Arabia is making a bold statement on the world stage with the launch of its groundbreaking tourism campaign, “This Land is Calling.” This visionary initiative invites international travellers to delve into the heart of Arabia, unveiling the rich tapestry of culture, history, and modernity that defines the Kingdom. As Saudi Arabia continues its meteoric rise as a premier global destination, this campaign sets the tone for a new era in tourism—where ancient traditions and cutting-edge innovation converge to create an unforgettable journey for every visitor.
A Cinematic Invitation to Discover Saudi Arabia
At the core of the “This Land is Calling” campaign is a stunning cinematic experience that takes viewers on an awe-inspiring journey across Saudi Arabia’s diverse landscapes. The campaign video, which has already captivated audiences across the United Kingdom, France, Italy, Germany, and the United States, follows the journey of a female explorer as she navigates the breathtaking terrains of the Kingdom. From the rolling dunes of the vast deserts to the snow-capped peaks of the northern mountains and the vibrant coral reefs of the Red Sea, the video showcases a country of contrasts—where ancient monuments stand frozen in time, and history can be seen, touched, and felt.
Solo female traveller explores Hegra Saudi39s first UNESCO World Heritage Site.
The campaign is not just an invitation to witness the beauty of Saudi Arabia; it is a call to experience the spirit of adventure that permeates every corner of the Kingdom. Through the eyes of the campaign’s heroine, viewers are invited to explore a land where every moment is a revelation and every step is a journey into the unknown. Her words, “I was the first, but I won’t be the last,” resonate as a powerful call to action, urging travellers to embark on their adventures in Saudi Arabia.
A Land of Firsts: Bridging Cultures and Expanding Horizons
“This Land is Calling” is more than just a tourism campaign; it celebrates Saudi Arabia’s extraordinary heritage and rapid transformation into a dynamic global destination. The Kingdom’s rich cultural and natural treasures, many of which remain largely undiscovered by the international community, are at the forefront of this campaign. From the UNESCO World Heritage Sites of Diriyah, Hegra, and Al Balad to the modern urban landscapes of Riyadh and Jeddah, the campaign highlights the unique duality of Saudi Arabia. In this place, the past and the future coexist in perfect harmony.
The campaign’s emphasis on firsts is particularly significant in the context of Saudi Arabia’s Vision 2030, a transformative initiative aimed at diversifying the Kingdom’s economy and reducing its dependence on oil. By positioning itself as a leading global tourism destination, Saudi Arabia is opening its doors to the world and creating opportunities for cultural exchange and mutual understanding. As travellers from around the globe are drawn to the Kingdom’s unique offerings, Saudi Arabia is poised to become a hub of international tourism, welcoming 150 million visitors by 2030.
A Collaborative Effort: Bringing the Vision to Life
The success of the “This Land is Calling” campaign is the result of a collaborative effort between Saudi Arabia’s national tourism brand, “Saudi, Welcome to Arabia,” and the award-winning creative agency BETC. Together, they have crafted a campaign that is not only visually stunning but also profoundly resonant with Saudi Arabia’s values and aspirations.
The Saudi Red Sea is home to 1,200 species of fish, rare marine life, and one of the world’s few thriving corals.
His Excellency Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Board of Directors of the Saudi Tourism Authority, emphasized the campaign’s significance, stating, “We are thrilled to invite the world to uncover the vibrant evolution of Saudi. This campaign celebrates our nation’s unique blend of time-honoured traditions and cutting-edge modernity. As we work towards Saudi Vision 2030, we aim to highlight The Kingdom’s innovative spirit, cultural richness, and stunning landscapes, and position ourselves as one of the premier global tourism destinations.”
Fahd Hamidaddin, CEO and a member of the Saudi Tourism Authority’s board, echoed these sentiments, adding, “‘This Land is Calling’ is a visually stunning invitation to the world from Saudi Arabia. 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 our ambitious future.”
Saudi Arabia’s Commitment to Sustainable Tourism
As Saudi Arabia continues emerging as a leading global tourism destination, the Kingdom is committed to advancing sustainability and preserving its cultural and natural heritage. The “This Land is Calling” campaign underscores Saudi Arabia’s dedication to creating breathtaking new destinations and producing world-class cultural, entertainment, and sports events. Saudi Arabia offers a year-round calendar of events that cater to every interest, from the iconic Riyadh Season and AlUla’s Season to the vibrant festivals in Jeddah Al Balad and the thrilling SoundStorm MDL Beast music festival.
A solo female traveller walks through the AlUla oasis.
Moreover, Saudi Arabia is home to over 10,000 archaeological sites and eight UNESCO World Heritage Sites, including the recently added Al-Faw Archaeological Area. These sites, many of which are featured in the campaign video, offer visitors the opportunity to explore the Kingdom’s rich history and cultural heritage while experiencing its modern advancements.
A Bright Future for Saudi Arabia’s Tourism Industry
With the launch of the “This Land is Calling” campaign, Saudi Arabia is signalling its readiness to welcome the world to its shores. The campaign highlights the Kingdom’s unparalleled blend of hospitality and vibrant offerings and reflects its ambitious goals for the future. As Saudi Arabia continues to work towards attracting 150 million tourists by 2030, the Kingdom is poised to become a global tourism powerhouse, offering visitors a once-in-a-lifetime opportunity to explore the heart of Arabia.
For those eager to embark on their Saudi Arabian adventure, the journey begins at Visit Saudi, where a range of travel packages and experiences are available to help visitors create unforgettable stories in this enchanting land.
Written by: Karuna Johnson
