What Occurred: On November 17, the Saudi Tourism Authority (STA) landed in Shanghai to launch its greatest built-in journey marketing campaign in China. Over 13,000 guests flocked to the Bund to take part within the Saudi Souk Pageant, a celebration of Saudi Arabia’s tradition, heritage, and pure magnificence, and luxuriate in dwell performances alongside the waterfront.
Operating from November 17 to 23, the Saudi Souk Pageant options meals, conventional apparel, and dwell performances. Photograph: Xiaohongshu
As a part of the marketing campaign, STA launched a sequence of Saudi expertise movies on nationwide TV and main tech platforms in China, reminiscent of Ctrip, Mafengwo, and Tencent, reaching a whole bunch of thousands and thousands of viewers at house. The movies give Chinese language vacationers a style of what they’ll expertise in Saudi Arabia, reminiscent of stargazing, snorkeling within the Purple Sea, and driving in a hot-air balloon.
The STA additionally unveiled a sequence of how-to movies on its VisitSaudi.cn web site to assist Chinese language audiences navigate Saudi Arabia with confidence, from sporting conventional apparel to connecting to the web on the airport.
“We’re delighted to share the wonders of Saudi with our Chinese language associates,” mentioned Alhasan Aldabbagh, President of APAC Markets on the Saudi Tourism Authority. “We hope that this marketing campaign will encourage them to find our nation … in addition to foster a deeper understanding and appreciation of the similarities between our two cultures, and strengthen the bonds of friendship and cooperation between our two nations.”
The Jing Take: Certainly, there’s a whole lot of synergy between China and Saudi Arabia. Constructing upon the Belt and Street Initiative, the 2 nations have been working to improve connectivity via infrastructure growth, commerce, and cultural exchanges. Journey performs a giant function on this, with Saudi Arabia aiming to draw 3 million Chinese language vacationers yearly by 2030 and generate $46 billion in tourism income in complete.
Thus far, the dominion has made regular progress towards this objective. Along with reaching authorised vacation spot standing (ADS) in September 2023, enabling Chinese language residents to enter the nation via group excursions, Saudi Arabia has rolled out key initiatives to facilitate motion: simplifying the visa course of, providing built-in Chinese language fee options, and launching extra each day flights.
On the identical time, Saudi Arabia has been garnering curiosity on Chinese language social media. The nation is featured on the most recent season of a Chinese language actuality present referred to as Divas Hit the Street (花儿与少年), the place seven Chinese language celebrities, together with Dior ambassador Dilraba Dilmurat and Tory Burch ambassador Qin Lan, journey the world collectively on a good price range. Within the first few episodes, the group is seen making an attempt native delicacies, karting in Boulevard Riyadh Metropolis, visiting Elephant Rock, and driving the Big Swing in AlUla.
The solid of Divas Hit the Street 5 go to AlUla, Saudi Arabia. Photograph: Weibo
After the primary episode aired on October 25, receiving 340 million views, there was a 772 p.c enhance in searches for “Saudi Arabia” month-on-month on on-line journey providers supplier Qunar. On Xiaohongshu, the hashtag “Divas Hit the Street Journey Information” (#花少团旅行路书) has 15.9 million views, with netizens posting about their experiences copying the present’s itinerary. In the meantime, the broader “Saudi Arabia” hashtag on Xiaohongshu has over 276 million views up to now.
“Though the yr isn’t over but, my greatest vacation spot has been determined: AlUla, Saudi Arabia!” wrote a Xiaohongshu consumer. “Earlier than coming right here, I had a stereotypical impression of Saudi Arabia; aside from wealth, it appeared to don’t have anything, and it wasn’t thought of a women-friendly nation. Nevertheless, after a five-day, four-night journey, I can’t wait to advocate this hidden gem of a metropolis to everybody round me.”
Clearly, Chinese language vacationers are including rising locations to their bucket lists. And Saudi Arabia is able to welcome them, all however rolling out the crimson carpet for his or her arrival.
The Jing Take experiences on a chunk of the main information and presents our editorial staff’s evaluation of the important thing implications for the luxurious business. Within the recurring column, we analyze all the pieces from product drops and mergers to heated debate sprouting on Chinese language social media.
