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Saudi tourism scores big with Lionel Messi video

By Shruthi Nair

Global Google searches for “Saudi tourism” shot up at the weekend after tourism bosses in the kingdom released a new promotional video starring footballer Lionel Messi.

The campaign, which is being launched in markets including Europe, India and China, focuses on overturning common misconceptions about Saudi Arabia.

The video has been watched by 50 million people on Messi’s Instagram page alone. 

The Argentinian World Cup winner is not Saudi Arabia’s only celebrity partner. Last May, Hollywood actress Sofia Vergara was announced as the face of Via Riyadh, a luxury retail and restaurant development in the Saudi capital.

The Saudi government has revised its Vision 2030 target for visitor numbers up from 100 million to 150 million. 

Can you guess how much Messi’s commercial deal with Saudi Arabia’s tourism authority is worth? Watch the full video to find out

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