Saudi Arabia opened its doors to tourists for the first time in late 2019. We all know what happened next. The pandemic was a global life-changing moment that gave Saudi Tourism a new brand, this represented a vast and unforeseen challenge, but it also represented a huge opportunity.

While our competitors mostly stayed quiet, Saudi Tourism seized the moment and launched a campaign. To show the human face of Saudi as a welcoming, desirable, and accessible destination to catapult the new destination onto future travelers’ consideration lists.