Everyone’s Heading to Saudi Arabia

Whether it’s investment bankers, global sports stars or luxury tourists, Saudi Arabia is starting to show some progress in changing its reputation and attracting people to the kingdom that for years has been largely closed off to visitors.

Football legend Lionel Messi’s recent trip to Saudi Arabia in his role as a tourism ambassador for the country came amid reports he’s in talks to earn $400 million a year to play for a local club. It’s part of efforts to raise the country’s profile as a tourism destination, which hopes to become one of the world’s most visited destinations by 2030, and promote sports among the local population.