The campaign also highlights the importance of encouraging young Saudi women to reach their full potential.
Messi pays tribute to these pioneering women, such as the women’s national football team, motorsport champion Dania Akeel, DJ Cosmicat and Rayyanah Barnawi, the first Arab woman to fly into space. Saudi Arabia is thus committed to supporting the emancipation of women and encouraging their active participation in all areas.
The “Saudi Arabia, Beyond Received Ideas” campaign offers a new perspective on this fascinating country. Lionel Messi, as ambassador of Saudi tourism, invites travelers to discover the unexpected and be surprised by the diversity and richness of Saudi Arabia. So, let yourself be tempted by this little-known destination and set off to discover its hidden treasures.
2024-01-29 10:20:28
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