Almosafer, the Kingdom’s omnichannel travel brand, has released a song in collaboration with Saudi artist Rashed Al-Majed, in a bid to express the brand’s love for Saudi Arabia, and showcase the uniqueness of its regions, culture and people. The song is part of its ongoing efforts to restore confidence in travel and boost domestic tourism in Saudi Arabia post pandemic.

The lyrics of the song were carefully written by Saudi poet Ahmed Alawi to capture the diversity of the Kingdom’s natural beauty and landmarks, from beaches to waterfalls, mountains and deserts, offering Saudis the inspiration to discover the hidden gems of their country. The project brought together some of the top musical talents in the region, with instrumental music composed by GCC singer and composer Ahmad Al-Harmi, music produced by Seeroos, and overall production managed by Outlaw Productions.

Fahad Alobailan, VP of retail at Almosafer, said: “As a homegrown Saudi brand, Almosafer is committed to playing a key role in the growth of the tourism sector in the Kingdom. With international travel restrictions still in place, we have seen a spike in demand toward domestic tourism, as Saudis are becoming more eager to venture out and discover their own country. Our role as the Kingdom’s leading travel brand, is to uncover these local destinations and bring to life the Kingdom’s cultural and historic treasures, mountains, beaches, desserts, and its unrivaled authentic and adventure experiences.”

Artist Al-Majed said: “As a Saudi national, being part of this project to promote my country has been a source of true pride. Almosafer’s progressive approach to promoting domestic tourism is a testament to the brand’s understanding of the Saudi market.”

Mohamed Qanati, director of brand at Almosafer, added: “Music is a universal language that connects people regardless of age and interests, and we believe that through this artistic collaboration with musical sensation Rashed Al-Majed, the music video will help build further interest in domestic travel among Saudis and evoke a feeling of national pride and belonging.”

Mohammed Al-Mohri (DJ Outlaw), founder of Outlaw Productions, said: “Utilizing music to promote Saudi Arabia as a diverse tourism destination is definitely an innovative approach that will have a great impact and will surely encourage Saudis to explore their country like never before. We pulled together a team of A-class artists who fit perfectly for the sound and feel we were going for, resulting in a song that is timeless and that captures the essence of Saudi Arabia.”