Tourists Go Visit Saudi.
Visit Saudi took the anti-tourism graffiti on the walls of Barcelona, Lisbon and Rome and finished the sentence: "Tourists Go Home" became "Tourists Go Visit Saudi".
- Brand
- Saudi Tourism Authority
- Agency
- SRMG Labs
- Market
- Spain, Portugal, Italy
- Region
- Global
- Year
- 2026
The challenge
Saudi Arabia wants to be seen as a new global destination, with a target of 150 million visitors by 2030. Europe's busiest cities were full of exactly the travellers it wanted to reach, at a time when locals were telling them to leave.
The idea
SRMG Labs reworked existing "Tourists Go Home" slogans in the three cities during the peak of the European summer, over a two-week street run. The work stayed unbranded for its first week so it could spread on its own, then a landing page, creator partnerships and trade and consumer PR picked it up. The Producer handled production, with local crews in each city.
Case study source: Campaign Middle East Source ↗
Credits
- Creative agency and PR
- SRMG Labs
- Production
- The Producer
- Chief Creative Officer, SRMG Labs
- Fadi Mroue
- Executive Creative Director, SRMG Labs
- Ciaran Bonass
- Associate Creative Director, SRMG Labs
- Glauber Dorotheu
- Associate Creative Director, SRMG Labs
- Leo Razera
- Senior Art Director, SRMG Labs
- Stefano Chiabrando
- Senior Copywriter, SRMG Labs
- Johan Granados
- Editor, SRMG Labs
- Deydson Rocha
- Motion Designer, SRMG Labs
- Jefferson Menezes
- PR, SRMG Labs
- Polly Williams
- PR, SRMG Labs
- Moushmi Bhatia
- Senior Operation Manager, SRMG Labs
- Waleed M. Alnahdi
- Photographer, The Producer
- Nixon Freire
- Photo Assistant, The Producer
- Geraldo Souza
- Video Assistant, The Producer
- Renan Rodrigues
- Producer, The Producer
- Irene Paz
- Production Manager, The Producer
- Fernando Sevilla
- Location Manager, The Producer
- Bruno Gonçalves
- Production Assistant, The Producer
- João Rodrigues
- Production Assistant, The Producer
- Dimitri Belyi
- Stylist / Make-up, The Producer
- Lucia Silva
- Hair, The Producer
- Sonia Araújo
- Hair, The Producer
- Alba Gonzalez
- Art, The Producer
- Chatalas
