Saudi Tourism CEO: Lionel Messi Ad Campaign Targets Traveler ‘Preconceptions’
Photo Caption: Saudi Arabia showcasing local dances at ITB Berlin. Saudi Tourism Authority
Skift Take
Saudi Arabia is trying to change the negative perceptions held by some international tourists.
In Saudi Arabia’s latest tourism campaign, Argentine soccer star Lionel Messi aims to bust the stereotypes global travelers may have about the kingdom. The campaign emphasizes that Saudi Arabia has a lot to offer and is a welcoming destination, said Fahd Hamidaddin, CEO of the Saudi Tourism Authority.
Saudi has been hyperfocused on cutting its dependence on oil and diversifying its economy. Over the next 10 years, the country plans to invest $1 trillion in its tourism sector and wants to become a global tourist destination.
Hamidaddin spoke with Skift at the ITB Berlin travel trade show last week about growth from European travelers, how the $25 million Messi marketing campaign performed, the kingdom's dependence on tour operators, and more.
This interview has been edited for clarity and length.
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