Skift Take

Recognizing the need for a significant image overhaul, Saudi Arabia understands that reshaping perceptions is crucial for it to achieve its ambitious tourism goals by 2030.

Peden Doma Bhutia

Lionel Messi is back promoting Saudi Arabia in a campaign that says it wants to dismantle "walls" of "misconception" and break "outdated stereotypes."

It's called "Go Beyond What You Think" and gets at the transformative power of travel.

Last year in May, Messi shared photos from his trip to Diriyah in Saudi Arabia, fulfilling contractual obligations tied to his partnership with the country's tourism authority. A report in the New York Times said the deal could earn him $25 million over three years.

Saudi's New Tourism Campaign

As part of the "Saudi, Welcome to Arabia" brand, the campaign is set to lau