Film showing epic shots of the destinations across the kingdom (%70 of the country did not know these areas existed) and visitors that are indulging the summer season by reflecting those moment that families, couples, friends and solo travelers would feel after breaking free from lock-down. The script is delivered in poetic Arabic (with English subtitles), opening with a statement about dreaming during quarantine for life to go back to normal, and while we were dreaming, our country remained beautiful and our skies remains clear, our lands rich and safe. Moving on to describing the beauty of the different locations and closing with a statement to “Ease into the Saudi Summer”. The tone was purposely meant to remain positive and inspiring, with careful intention to not remind people of Covid-19 or any impact it had on them, but rather focus on the positive and exciting days ahead of them.

The country urged people to stay put in the safety of their own homes. In parallel, naturally, all outbound vacation plans for Saudis has been canceled due to the spread of coronavirus, in fact, research shows that 77% of Saudis have canceled their initial vacation plans this summer, while many other travelers are even willing to cancel summer plans for all of 2020, not for economic reasons, but out of fear for themselves and their family’s health. Insights included:

Curiosity: 81% claim that discovering the diverse regions and people of the Kingdom is a great opportunity - 78% feel curious to discover new sites and attractions across Saudi regions - 70% always travel to places they have never been before, 71% think that Saudi has plenty of places they have never seen before

Pride: 78% would feel proud in travelling in their own country

Reassurance: 74% perceive Saudi as safe