“Go Beyond What You Think” invites a global audience spanning two continents and multiple channels, to discover the delightfully unexpected in Saudi
* International football icon and Saudi Tourism Ambassador, Lionel Messi challenges misconceptions in latest global campaign
* Visitors and locals encouraged to #ShareYourSaudi on social channels
* From diverse destinations, events, entertainment and trailblazing Saudi females, the warm Saudi welcome and unmatched hospitality are visible throughout
* Campaign builds on UN Tourism “Tourism Opens Minds” Initiative aimed at inspiring tourists to expand their horizons when selecting travel destinations