Saudi Arabia kicks off new tourism campaign featuring Lionel Messi

The Saudi Tourism Authority has just kicked off a new global marketing campaign, featuring the world’s most decorated football player, Lionel Messi. After refusing $429 million (€397 million) a year to join Saudi Arabia’s soccer club, Al Hilal, the Argentine forward struck a deal with the country’s tourism board on 1 January 2021, for up to €22.5 million over three years. Since the launch of the new campaign is over the previous 3-year contract, it might indicate a new deal has been reached.

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