Saudi Arabia is making an unprecedented funding in tourism. Over the subsequent decade, the nation is investing one trillion {dollars} in tourism, which incorporates launching a brand new nationwide airline, opening every kind of lodges and resorts, and extra.
It goes with out saying that lots of people are hesitant about touring to Saudi Arabia, so the nation is making an attempt to appear extra approachable by means of every kind of sponsorships and endorsements. The New York Occasions has an interesting take a look at the contract that one in every of Saudi Arabia’s most influential ambassadors signed.
The main points of Lionel Messi’s tourism contract with Saudi Arabia
The main points of a contract signed between well-known Argentinian footballer Lionel Messi and Saudi Arabia have now been made public, by means of an nameless supply. The settlement, which was signed in January 2021, might earn Messi as much as $25 million over the course of three years for selling Saudi Arabia.
What does being an envoy for Saudi Arabia entail, and the way does he receives a commission?
- Messi is paid roughly $2 million for one annual household trip to Saudi Arabia, the place he can convey as much as 20 relations and buddies, and the place all bills are paid; this may be one trip of at the least 5 days, or two holidays of at the least three days
- Messi is paid roughly $2 million per 12 months for selling Saudi Arabia on his social media channels (he has over 470 million Instagram followers), with 10 posts required per 12 months
- Messi is paid roughly $2 million per 12 months for collaborating in an annual tourism marketing campaign
- Messi is paid roughly $2 million per 12 months for collaborating in charitable work and public appearances together with Saudi Arabia
On high of that, Messi isn’t allowed to say something that might “tarnish” the fame of Saudi Arabia.
It goes with out saying that this can be a ton of cash, although this looks as if pocket change in comparison with the $1.6 billion that Messi was provided to play soccer in Saudi Arabia for 3 years (which he turned down). It’s form of humorous how he’s open to being paid $25 million to advertise how nice Saudi Arabia is to others, however doesn’t wish to dwell there for over $500 million per 12 months.
Admittedly this tourism ambassador contract was signed in 2021, earlier than Argentina received the World Cup, which has solely additional elevated his profile.
Can Saudi Arabia purchase itself fame?
Everyone knows that Saudi Arabia is prepared to take a position the cash to construct a flourishing tourism business, although the actual query is that if the nation could make non-Muslims comfy with the concept of touring there on a widespread foundation. Saudi Arabia is modernizing, slowly however certainly, however nonetheless has an extended option to go if it needs to be considered extra just like the UAE.
Based mostly on every part I’ve heard, Saudi Arabia at present could be very completely different than it was a decade in the past, and I’m positive a decade from now, it is going to be very completely different as soon as once more. Nevertheless, I feel many individuals understandably nonetheless have some hesitations about visiting the nation.
I can’t assist however mirror on how a lot cash the nation is seemingly paying influencers of every kind to go to the nation, say superb issues, after which share it with the world. Messi is after all as excessive profile as they get. Whereas athletes make loads of their cash by means of endorsements, I’m a however shocked Messi signed this deal, particularly in early 2021. Perhaps the pandemic acquired the very best of him?
I’ve one different random anecdote to share right here. Final 12 months I used to be staying at a lodge concurrently an Instagram influencer couple (I solely know this as a result of we did an exercise collectively, and so they requested if it was okay to movie, after which I later regarded on the lodge’s geotag, and found out who they had been).
They aren’t significantly excessive profile, although they principally go round to lodges, put up scantily clothed footage of themselves, and all the time discuss how each single lodge and each suite is “superb” and “one in every of [their] favorites.” Personally I discover the entire thing to be a joke, however lodges appear prepared to pay for that, so… good for them, I assume?
I noticed that they just lately took a visit to Saudi Arabia, paid for by Saudi Arabia’s tourism board, and as you’d anticipate, every part was “superb” and it was “one in every of [their] favourite journeys.” What made me uncomfortable about the entire thing was that there was no acknowledgement of why some folks might need issues a couple of journey like this, and so on.
I think their contract expressly prohibited that, and that the nation doesn’t permit these being paid to even handle these issues.
However I simply discover all of it to be a wierd technique. Is Saudi Arabia finally going to be a vacationer hotspot as a result of peoples’ idols go there and say every part was superb, or might there be some extra substantial modifications to the nation, which really make folks extra comfy about visiting with out feeling like we’re turning a blind eye?
Backside line
Lionel Messi is a tourism ambassador for Saudi Arabia, and the main points of his contract have simply been leaked. He might make as much as $25 million over the course of three years for vacationing within the nation as soon as yearly, posting to social media, and collaborating in an advert marketing campaign. And naturally, he can’t say something that might tarnish the nation’s fame.
What do you make of Messi’s Saudi Arabia tourism contract?