⁨Lai Ba⁩.

⁨China is one of the most important target markets and one of the largest sources of tourists, the Saudi Tourism Authority's chief executive said at the launch of its China campaign in November 2023, and the Kingdom aims to attract five million Chinese tourists by 2030 (Arab News). In its own award entry, the authority says the pandemic had left Chinese travellers hesitant to explore new destinations.⁩

⁨Lai ba! is, in the authority's words, 'a warm invitation to explore Saudi Arabia as a welcoming destination', run across more than 20 touchpoints and partnerships with Chinese platforms such as Tencent, Ctrip and Mafengwo, with events, TV, outdoor, digital and influencers (Asia-Pacific Stevie Awards entry). MUSE's entry for Purple Brain's film, directed by Federico Mazzarisi, says the campaign 'continues to unveil the Kingdom's seven wonders, emphasizing its rich cultural heritage and innovative future', and that the film sets out to captivate and inspire Chinese travellers.⁩