Saudi Arabia and Villa Gesell launch new tourism campaigns

Saudi Arabia has launched a new international tourism campaign through the Saudi Tourism Authority, developed by SRMG Labs. The campaign addresses the growing anti-tourism sentiment in European cities, where graffiti such as ‘Go Home’ has appeared in saturated destinations. The initiative seeks to repurpose these messages, transforming them into invitations to explore Saudi Arabian culture and history.

This marketing effort is part of the Vision 2030 strategy, which aims to diversify the Kingdom's economy by prioritizing the tourism sector. The campaign uses urban photography and audiovisual storytelling to position the country as an alternative destination focused on hospitality and cultural exchange.

In Argentina, the city of Villa Gesell has announced its tourism promotion strategy for the 2026-2027 summer season. Under the slogan ‘Sin ir más lejos’ (Without going any further), the campaign aims to position the city as a convenient, nearby destination for beach, gastronomy, and nature.

The promotion will feature audiovisual spots, including a family and a dog enhanced by artificial intelligence, alongside social media and influencer collaborations. The rollout is scheduled to begin in September.