Lionel Messi, the Argentine football star, has arrived in Saudi Arabia for a tourism ambassador trip. The trip is part of a campaign to promote the country as a tourist destination, and Messi has been appointed as an ambassador to help with the promotion. The campaign is part of Saudi Arabia’s Vision 2030 plan, which aims to diversify and modernize the country’s economy. The plan includes a focus on tourism, with the government investing heavily in infrastructure and cultural attractions.
Messi will visit several locations in Saudi Arabia, including the historical city of Al Ula and the Red Sea coast. He will also attend a football match in Riyadh, the capital city. The trip has been organized by the Saudi Arabia General Sports Authority and the Saudi Commission for Tourism and National Heritage. Messi’s role as an ambassador is part of a wider effort by Saudi Arabia to attract high-profile celebrities and events to the kingdom.
Saudi Arabia has faced criticism for its human rights record, and some have questioned the decision to appoint Messi as a tourism ambassador. However, the government has argued that the country is making progress in terms of human rights, and that tourism can help to promote greater understanding and tolerance. The government has also highlighted its efforts to improve living conditions for Saudi citizens, including measures to promote gender equality and to provide more opportunities for young people.
Messi’s visit to Saudi Arabia comes at a time of growing interest in the country’s tourism sector. The government has announced ambitious plans to increase the number of tourists to the country, including a target of 100 million visitors per year by 2030. The country has a wealth of cultural and natural attractions, including UNESCO World Heritage sites, ancient cities, and stunning coastlines. The government is also investing in modern infrastructure, such as high-speed rail links and new airports, to make it easier for tourists to access these attractions.
However, the country still faces challenges in terms of attracting tourists. Many people are wary of visiting Saudi Arabia due to concerns about human rights, political instability, and social restrictions. In addition, the country’s conservative culture and strict laws around alcohol and dress can be a deterrent for some visitors. The government is working to address these issues, with initiatives such as the relaxation of dress codes for women and the opening of cinemas, but progress is likely to be gradual.
Overall, Messi’s visit to Saudi Arabia is part of a wider effort to promote the country as a tourist destination. The government is investing heavily in infrastructure and attractions, and is hoping that high-profile ambassadors like Messi will help to attract more visitors. However, the country still faces challenges in terms of human rights and cultural barriers, and it remains to be seen whether it can achieve its ambitious tourism targets.