Will Smith is the latest celebrity to promote Saudi Arabia. Smith posted a video on Instagram Wednesday morning showing his recent visit to NEOM, a $500 billion project Saudi Arabia is building and hoping to open by next year. The post went out to Smith’s 64 million followers and came during his trip to the Kingdom where he also stopped at the Red Sea Film Festival in Jeddah to plug his upcoming movie.

Visits such as these, and projects such as NEOM, are all part of the country’s crown prince’s vision to turn Saudi into a tourism and leisure superpower by 2030. The conservative Gulf capital opened for tourism for the first time in 2019, going on to announce a string of ambitious leisure destinations ranging from a ski retreat atop a mountain to hotel projects in the desert to Sindalah Island, which opens within NEOM next year.

Right now, Sindalah is being developed with 21 other NEOM islands in the surrounding area. Mohammed Bin Salman’s other cherished Red Sea island projects include an archipelago development called, simply, “The Red Sea,” which will house 50 hotels by 2030, and Amaala, which will have 29 hotels.

There is no news on whether Will got jiggy with it on his visit.

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