Saudi’s national tourism brand ‘Saudi, Welcome to Arabia’ premieres its enthralling new international campaign, “This Land is Calling”. Launching across the United Kingdom, France, Italy, Germany, and the United States, “This Land is Calling” is anchored in insights from visitors to Saudi, showcasing the depth and breadth of a land still full of mystery for so many. Through its female protagonist, the viewer is taken on a whirlwind tour through time and space, demonstrating all the while: Saudi as the Heart of Arabia.
The campaign pays homage to the spirit of adventure and wonder that permeates the Saudi landscape, with its mystical sites, and modern traditions that remain rooted in a simpler past. The film follows a female explorer, as she navigates an unfamiliar terrain, on a journey of discovery. It celebrates Saudi in all its beauty and complexity – from the rolling dunes and snow-covered mountains and the vibrant corals of the Red Sea; a visceral look at a multifaceted country, where monuments are frozen in time, and history can be seen, touched, and felt. The viewer is transported to a world unknown to them, each moment, a revelation – Saudi as a land of joy, and welcome, which entices travelers to push beyond the boundaries of their imaginations.
“This Land is Calling” is about Saudi’s extraordinary heritage, its rapid transformation into a dynamic global destination, and the endearing warmth of its people. The heroine of the film is initially filled with trepidation –a solo female traveler who experiences the fabled warm Saudi welcome as she embarks on an enigmatic quest through the country’s spectacular destinations.
The video also hints at a deeper message, beyond the warmth of her welcome, Saudi remains a land of firsts for travelers, a place with uniquely Arabian cultural and natural gems waiting to be unearthed, making it an exciting new destination to visit. The words of the film’s heroine, “I was the first, but I won’t be the last,” deliver a powerful call-to-action.
The video surprises and intrigues, showing a lesser-known side to Saudi – its expansive geography, diverse terrain, and human and natural wonders- from the clear turquoise waters of the Red Sea, to Aseer’s lush mountains, the vibrant cities of Riyadh and Jeddah as well as iconic UNESCO World Heritage Sites of Diriyah, Hegra and Al Balad.
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, says: “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-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.”
Fahd Hamidaddin, CEO and a Member of the Board, Saudi Tourism Authority, added: “ ‘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. 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. Saudi has been enjoying stellar growth in demand witnessing a 73 per cent 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.”
