2024-01-27 19:40:00
January 27, 2024 at 8:40 p.m. by Emmanuel Bernard
L’Saudi Arabia launches new tourism promotional campaign with Lionel Messi as ambassador. The campaign, titled “Saudi Arabia, beyond conventional wisdom”, seeks to promote the country as a diverse and welcoming tourist destination. It also highlights the achievements of Saudi women, who are playing a leading role in the country’s transformation.
“Saudi Arabia, beyond preconceived ideas” as the name of the campaign
The nation is thus continuing its large-scale communication efforts, to improve its international image, relying on the most successful footballer in the world and one of the most popular. Saudi Arabia is regularly singled out by humanitarian NGOs defending human rights. The name given to this campaign, “Saudi Arabia, beyond preconceived ideas”, is in this sense equivocal, unless the message is truly followed by effects. We can neither confirm nor deny it.
Lionel Messi plays luxury ambassadors for the country’s tourism promotion
This campaign nevertheless demonstrates a form of desire to open up to as many people as possible; it also says it subscribes to the UN initiative “Tourism Opens Minds”, aimed at encouraging tourists from all over the world to expand their horizons.
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