'Imagine' campaign: New tourism and cultural experiences in Mecca and Medina
Rediscovering sacred destinations with a modern vision
The Saudi Tourism Authority has launched a new and innovative campaign called “Imagine,” inviting visitors from within the Kingdom and abroad to rediscover the holy cities of Mecca and Medina from a perspective that blends profound spirituality with rich cultural heritage. The campaign aims to transform the traditional religious experience into a holistic journey that goes beyond performing rituals, offering a vibrant exploration of Islamic history and heritage through modern, interactive experiences designed to engage all the senses.
General context: Within the objectives of Vision 2030
This campaign is part of a broader strategy adopted by the Kingdom of Saudi Arabia within its Vision 2030, which aims to diversify the national economy and strengthen non-oil sectors, most notably tourism. Mecca and Medina have long been the beating heart of the Islamic world, receiving millions of pilgrims annually. Today, the Kingdom seeks to enrich the experience of these visitors by developing tourism infrastructure and offering innovative tourism products that connect the past with the present, encouraging visitors to extend their stays and explore the historical and cultural treasures that the two cities offer, which extend beyond the traditional boundaries of religious pilgrimage.
The importance of the campaign and its expected impact
Domestically, the “Imagine” campaign is contributing to the revitalization of domestic tourism and stimulating investment in cultural and entertainment projects in the two holy cities. Internationally, the campaign is working to enhance the Kingdom’s position as a leading global tourist destination, capable of offering a unique experience that blends authenticity with modernity. This new vision is expected to attract a wider range of visitors, including families, young people, and those interested in Islamic history and culture, thus fostering cultural exchange and presenting a vibrant image of Saudi Arabia’s rich heritage to the world.
Immersive experiences in Mecca
In Mecca, the experience is no longer limited to religious rituals; it has expanded into an intellectual and cultural journey. Modern museums and cultural centers, such as the Clock Tower Museum and the Hira Cultural District, no longer simply display artifacts behind glass. They now utilize cutting-edge audiovisual technologies to take visitors on a journey through time. Visitors can now experience and interact with the story of Islamic history, leaving the experience as active participants in the narrative, not merely passive recipients.
Medina: Where history meets humanity
In Medina, the experience takes on a more intimate dimension, where places are linked to profound human emotions. Visiting sites associated with the Prophet's biography, such as the International Exhibition and Museum of the Prophet's Biography and Islamic Civilization, is no longer simply a matter of standing and contemplating; it has become an interactive experience that brings historical events to life through panoramic displays and detailed models. Visitors feel as if they are living through the details of those pivotal moments, deepening their emotional connection to their history and faith.
An integrated path that combines spirit and knowledge
The “Imagine” campaign seeks to create an integrated journey linking the performance of Umrah with the exploration of historical and contemporary landmarks. It is a vision that transforms the religious pilgrimage into an exploratory adventure, combining the devotion of worship with the joy of intellectual discovery. In doing so, the campaign affirms that Mecca and Medina are not merely stops on a spiritual journey, but rather living spaces where faith intersects with history, and where emotions are transformed into memories etched in the mind under the slogan, “Imagine seeing the impact alive before your eyes.”.
