Saudi Tourism has introduced its ‘This Land is Calling’ campaign in North America and Europe. Drawing on insights from past visitors, the campaign highlights the diverse experiences available in Saudi Arabia, a destination often viewed as intriguing and unexplored. Featuring a female protagonist, the campaign takes viewers on a journey that positions Saudi Arabia as the ‘Heart of Arabia.’
The campaign emphasizes "the spirit of exploration, showcasing a blend of historical sites and traditions alongside modernity; it follows a female traveler as she navigates the landscape, uncovering the nation’s beauty and complexity through her journey."
From "vast dunes and snow-covered peaks to the vibrant coral reefs of the Red Sea, the campaign provides a glimpse into a country where history is both visible and tangible." This approach aims to illustrate Saudi Arabia as a destination with a rich cultural heritage and diverse natural landscapes.
Adventurous Tourism Campaigns
Saudi Tourism Debuts its 'This Land is Calling' Campaign
Trend Themes
1. Female-led Adventure Campaigns - By featuring a female protagonist, the campaign challenges traditional perceptions of adventure tourism, paving the way for more inclusive and diverse storytelling.
2. Exploration of Diverse Landscapes - Highlighting both historical and natural attractions, this trend showcases the potential for tourism campaigns to emphasize the comprehensive and multifaceted experiences of a region.
3. Cultural Heritage Storytelling - Emphasizing unique cultural narratives, the campaign leverages storytelling to enhance the appeal of destinations with rich historical backgrounds and traditions.
Industry Implications
1. Tourism and Travel - Incorporating a mix of adventure, history, and modernity, the campaign reflects evolving strategies in destination marketing.
2. Marketing and Advertising - The innovative narrative approach in this tourism campaign exemplifies newer methods of engaging and inspiring potential travelers.
3. Cultural Promotion - Showcasing a nation's diverse heritage and natural beauty highlights opportunities in promoting cultural richness and complexity to global audiences.