Saudi Tourism’s “This Land is Calling” Campaign Analysis
Saudi Arabia’s “This Land is Calling” campaign, launched in August 2024 by the Saudi Tourism Authority (STA), embodies a bold invitation for international travellers to explore the Kingdom’s rich, diverse landscapes and unique culture. With the global tourism industry becoming increasingly competitive, Saudi Arabia’s campaign positions it as a new, multi-dimensional destination. It targets international markets in the UK, France, Italy, Germany, and the United States to introduce Saudi as a land of discovery, combining historical splendour with a modern vibrancy that resonates with today’s travellers.
Below, we break down the campaign’s strategy, message, and projected impact on Saudi Arabia’s ambitious tourism goals, highlighting insights directly from the campaign.
Key Elements of “This Land is Calling” Campaign: A Fresh Narrative for Saudi Tourism
The “This Land is Calling” campaign follows a female traveller on a journey through Saudi Arabia’s extraordinary sites. From ancient ruins to vibrant cities, her exploration invites viewers to discover the Kingdom’s untold stories, anchored by a powerful call-to-action, “I was the first, but I won’t be the last.” This line encapsulates the campaign’s aim to inspire future visitors to experience Saudi Arabia’s unique “Heart of Arabia.”
Authentic Storytelling Through a Female Protagonist
The campaign’s choice of a female protagonist is particularly noteworthy, as she traverses Saudi’s mystical sites and landscapes—snow-capped mountains, coral-rich Red Sea, and historical sites like Diriyah and Hegra. The visuals highlight iconic sites like:
UNESCO World Heritage Sites: Diriyah, AlUla, and Al Balad are featured prominently, showcasing Saudi’s commitment to preserving and celebrating its heritage.
Diverse Natural Landscapes: From Red Sea’s coral reefs to the lush mountains of Aseer, the campaign juxtaposes Saudi’s varied terrains with the dynamism of its cities.
Source: Saudi Tourism Authority
The Heart of the Campaign: A New, Inclusive Identity
In line with Vision 2030, Saudi Arabia’s tourism strategy aims to diversify its economic base and expand beyond religious tourism. The “This Land is Calling” campaign supports this vision with key messages around:
Adventure and Discovery: The campaign emphasises Saudi’s “land of firsts” appeal, inviting travellers to uncover sites and experiences unique to the Kingdom.
Cultural Fusion: By blending traditional landscapes with contemporary cityscapes, it highlights Saudi Arabia’s dual identity of time-honoured traditions and cutting-edge modernity.
Global Outreach: Targeting Western markets, Saudi Tourism Authority seeks to broaden Saudi’s appeal to a diverse international audience through multilingual content and high-impact visuals across platforms.
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Strategic Rollout Across High-Impact Markets
The STA has leveraged a multipronged approach to maximise reach and engagement:
Global Media and Influencer Partnerships: “This Land is Calling” is supported by partnerships with prominent media channels and travel influencers across digital and social platforms. This includes feature placements on YouTube, Instagram, and TikTok, which have a combined global audience of billions.
Premium Placements in Iconic Locations: High-traffic areas like New York’s Times Square and Tokyo’s Shibuya Crossing displayed the campaign’s visuals, amplifying its reach in high-potential tourism markets.
Multi-Language Accessibility: The campaign’s international focus extends to multilingual versions, optimising it for a broad demographic base, especially across the Western markets.
Through these high-visibility channels, Saudi Tourism Authority strategically targets audiences who seek unique, culturally immersive travel experiences.
Vision 2030 Alignment: Transforming Saudi Tourism
With a target to attract 150 million tourists by 2030, Saudi’s tourism goals are part of a broader economic and social reform strategy under Vision 2030. As outlined by His Excellency Ahmed Al Khateeb, Minister of Tourism, the campaign is a testament to Saudi’s “unique blend of time-honoured traditions and cutting-edge modernity” aimed at creating an unforgettable experience for global visitors.
Saudi Arabia’s tourism development goals include:
Revenue and Employment: Saudi Arabia expects tourism to contribute $100 billion annually by 2030, with the industry forecasted to create over 1 million jobs.
Cultural Reframing: Through campaigns like “This Land is Calling,” Saudi Tourism Authority seeks to showcase Saudi’s lesser-known cultural gems, presenting it as a dynamic, global destination that appeals to both adventure seekers and cultural enthusiasts.
Sustainability and Heritage Preservation: Saudi Arabia is home to over 10,000 archaeological sites and recently celebrated its eighth UNESCO World Heritage Site, Al-Faw Archaeological Area, adding depth to its appeal for heritage tourism.
Anticipated Impact of “This Land is Calling” on Saudi Tourism
Saudi Tourism Authority CEO Fahd Hamidaddin explained that the campaign was informed by visitor insights and developed to reflect “the mesmerising duality of our country’s storied past and ambitious future.” This approach, coupled with Saudi’s commitment to continuously enhance its offerings, has already sparked interest globally:
Growing Visitor Numbers: Saudi Arabia has seen a 73% growth in tourists from Europe and the United States in recent years, highlighting the Kingdom’s growing appeal.
Increased Search Interest: Within the first month, online searches for Saudi Arabia as a travel destination surged by approximately 38%, a promising sign for tourism growth.
Brand Reputation Shift: The campaign has positioned Saudi Arabia as an emerging destination with rich, multifaceted experiences, likely to improve the Kingdom’s perception in global markets.
Conclusion: A New Era for Saudi Tourism
Saudi Arabia’s “This Land is Calling” campaign marks a transformative moment in the Kingdom’s journey to redefine its place in global tourism. By blending adventure, cultural heritage, and local hospitality into one compelling narrative, Saudi Tourism Authority has set a new standard for tourism campaigns, resonating with diverse audiences seeking genuine, memorable experiences.
Quote from Fahd Hamidaddin, CEO of Saudi Tourism Authority: “‘This Land is Calling’ is a visually stunning invitation to the world, an ode to the mesmerising duality of our country’s storied past and our ambitious future.”
As Saudi Arabia moves forward with Vision 2030, the campaign’s emphasis on inclusivity, cultural richness, and cutting-edge media strategies illustrates how the Kingdom is evolving into a top global destination. Platforms like InfluenConnect amplify such efforts, enabling brand owners to connect with a diverse network of Key Opinion Leaders (KOLs), harness global reach, and gain valuable data-driven insights. Explore InfluenConnect today to see how it can empower your brand’s journey.
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