Saudi Tourism Authority (STA) recently launched its largest integrated travel campaign in China 'Embark on a Journey of Discovery to Saudi.'  It has been showcased at the Shanghai Bund Waterfront. It was attended by over 400 trade trade partners, media and influencers, with the Chinese public invited to watch. It kicked off with a week-long Saudi Tourism Exhibition, a celebration of culture, heritage, and nature last week. It welcomed over 80,000 visitors. In addition to the consumer marketing campaign, a series of Saudi experience films have launched on national TV and all major digital China platforms such as Ctrip, Huawei, Mafengwo, and Tencent. It has the capacity to reach over five hundred million Chinese citizens. The films intend to showcase what Chinese travelers can look forward to when visiting Saudi. They can be viewed on VisitSaudi.CN website and STA's social media channel. Experiences highlighted include a traditional Bedouin tour, the historic Diriyah, Al Masmak Fortress, the Souk Al Zel and snorkelling in the Red Sea. There are also tutorials in Mandarin to learn about cultural tips, common gestures, traditional Saudi attire, and how to get an internet connection at the airport. Fahd Hamidaddin, CEO of the Saudi Tourism Authority, said: " China is a key strategic market for Saudi Arabia.” "That's why we are thrilled to be launching our largest ever integrated travel campaign in the country. “ Saudi has so far welcomed more than 100,000 Chinese visitors in 2023. It aims to welcome five million Chinese travellers annually by 2030. "We hope this inspiring new campaign will turbocharge these efforts and continue to drive the sector's rapid growth." 

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  Argentinian football icon Lionel Messi and his family are in Riyadh, enjoying the world’s most exciting new family-friendly destination. This is Messi’s second vacation in Saudi, having visited Jeddah with friends last year. This time Messi is joined by his family who are delighted to be spending time with each other on a getaway packed with fun family activities and attractions from cultural and historical gems to immersive outdoor experiences and time in the city’s modern entertainment districts.   The Messi family are not alone in discovering the magic of Saudi Arabia. Celebrities such as Cristiano Ronaldo and Alicia Keys, amongst many others, have been spotted in Saudi with their families, making it one of the most vibrant new family-friendly destinations in the world.   The family spent the first day of their holiday visiting an authentic Saudi farm, away from the fast pace of the city. The family witnessed a palm weaving demonstration against the backdrop of majestic palm trees – a symbol of prosperity in Saudi. The Kingdom’s palm trees produce over 1.5 million tonnes of dates annually – which are a central part of Saudi cuisine.   The Messi family enjoyed playing and feeding the Arabian gazelle. The graceful animal is part of an ambitious rewilding program, reintroducing Arabian Gazelles, Oryx and the Arabian Leopard at wildlife reserves across the Kingdom.   Whilst Saudi is known for is majestic desert, the Rub’ Al Khali (Empty Quarter), the Kingdom has a diverse landscape that can be enjoyed year-round, from the UNESCO-listed oasis of Al-Ahsa, to the pristine coral reefs of Saudi’s 1,700km long Red Sea coast, which can be enjoyed by divers and cruise liners, and where the first of 16 luxury hotels will be opening later this year. Saudi also offers the cool, green highlands of Asir where the locals holiday in the summer.   The warm Saudi welcome, known as Hafawa, makes it a perfect destination for families. Riyadh, home to around 8 million people, is also one of the Top 50 Safest Cities in the World according to the Economist Intelligence Unit, making it an ideal destination for families to explore and enjoy.   Messi visiting with his wife and children is giving a global platform to the potential of the market and encouraging people to discover the authentic home of Arabia.   The family's experience will be shared with Messi's 450M+ followers worldwide, showcasing the best of Saudi to the world.   With a record 93.5 million visits last year, Saudi has emerged as one of the most dynamic and diverse, year-round destinations in the world. Riyadh is widely considered one of tourism's last frontiers and is mesmerizingly unexpected with its bright city lights, music festivals, and range of cuisine from street food to Michelin-starred restaurants.

  In a bid to make it easier than ever before to experience the authentic home of Arabia, Saudi Arabia will grant visitor e-visa to travelers from eight newly-eligible countries: Albania, Azerbaijan, Georgia, Kyrgyzstan, Maldives, South Africa, Tajikistan, and Uzbekistan for leisure, business and religious (Umrah only) travel.   Nationals of these countries can apply for a Saudi visitor visa ahead of their journey via the official e-visa portal at visitsaudi.com/en/travel-regulations.   Saudi is reimaging the tourism experience, with the famously warm and generous Saudi welcome – known as Hafawah – at the heart of its plans. The visitor e-visa is valid for an entire year, grants multiple entries and permits a stay of up to 90 days. And Visit Saudi offers an online trip planner for visitors to create custom itineraries with ease.   From visiting Saudi’s six UNESCO World Heritage Sites, snorkeling and diving in Saudi’s Red Sea – one of the world’s most spectacular undiscovered diving spots, wandering Taif’s world-famous Rose Gardens, shopping like a local in Riyadh’s Deira Souq, chartering the unknown on land in the lush, green Asir region and tasting Saudi’s diverse and delicious culinary scene from fragrant Arabic dishes to internationally-renowned fine dining restaurants, there is something for everyone.   Since launching the e-visa program in 2019, Saudi has welcomed 93.5 million visits in 2022, a 93% increase compared to 2021, resulting in a tourism spend of SAR185 billion (USD49 billion). This rapid tourism growth is due to expanding visa initiatives, which now include 57 nations and two special administrative regions, compared to the initial 49 countries at the program's launch.   In 2022, Saudi extended regulations to provide a vistor e-visa to holders of valid Schengen, United Kingdom and United States of America visas that have been used to enter those countries before arriving in Saudi Arabia, and to permanent residents of EU and GCC countries, and the United Kingdom and United States of America.   And earlier this year, Saudi announced the launch of the free 96-hour Stopover Visa, allowing passengers to stay in the country for up to 96 hours. Stopover Visa holders will be eligible for a complimentary one-night hotel stay during the stopover when booking through SAUDIA. Travelers can use the Stopover Visa to explore Saudi and perform Umrah. Religious travelers can book flights through SAUDIA and Flynas, and register for Umrah through the Nusuk platform.