Saudi Arabia Launches ‘This Land is Calling’ Tourism Campaign

Saudi Arabia has launched a new tourism campaign to welcome visitors.

On Wednesday, August 28, the kingdom’s national tourism brand, “Saudi, Welcome to Arabia,” unveiled its new international campaign.

The Land is Calling

With the name “This Land is Calling,” the campaign features an approximately two-minute-long video. It specifically features a female protagonist who explores a new land, Saudi Arabia, filled with amazement.

In the kingdom, she beholds untouched and unchartered monuments, architectural marvels that “defy logic” and are “frozen over epic dunes.” The video features various Saudi terrains, from deserts, and snowy landscapes, to pristine waters. This includes the locations of The Red Sea, AlUla, Riyadh, Jeddah, Aseer, and Diriyah.

Next, in the latter part of the video, the female traveler ventures into a busy street filled with locals. She then locks a gaze with a mysterious woman peering over her shoulder and entering a passageway. Lastly, piqued with curiosity, the protagonist follows and is aww-stricken upon seeing a majestic structure.

“I was the first, but I won’t be the last,” she says in the video. “This land is calling.”

The Heart of Arabia

Saudi Arabia’s “This Land is Calling” campaign targets audiences in the United Kingdom, France, Italy, Germany, and the United States. The video illustrates the kingdom as the “Heart of Arabia.”

The French creative agency BETC (Babinet, Erra, Tong Cuong) was behind the production of the video. The Paris-based agency is a full-service company that provides strategic and creative services for brands.

Minister of Tourism and Saudi Tourism Authority Chairman of the Board of Directors, His Excellency Ahmed Al Khateeb remarked, “We are thrilled to invite the world to uncover the vibrant evolution of Saudi.”

In addition, he noted, “This campaign is a celebration of our nation’s unique blend of time-honored 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.”

Saudi Arabia’s invitation to the world

Meanwhile, CEO and Saudi Tourism Authority Board Member Fahd Hamidaddin praised the “This Land is Calling” video. “’This Land is Calling’ is a visually stunning invitation to the world, from Saudi.”

“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,” he added. “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.”

In addition, Hamidaddin also emphasized the increase in visitors to Saudi Arabia from specific countries.

“Saudi has been enjoying stellar growth in demand witnessing a 73 percent 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,” Hamidaddin said.

The “This Land is Calling” campaign underscores Saudi Arabia’s broader goal of attracting 150 million visitors yearly by 2030. Moreover, it supports the objective of diversifying the Saudi economy away from petroleum-generated wealth.

Photo: YouTube/Visit Saudi