The Saudi Tourism Authority has launched a new global campaign featuring Cristiano Ronaldo to spotlight the kingdom's year-round calendar of sports, culture, and entertainment. Spanning across Europe, India, and China, the initiative positions Saudi Arabia as a growing international hub for significant events, aligning with its Vision 2030 strategy to attract 150 million visitors by the end of the decade.
The Saudi Tourism Authority, under its consumer brand Saudi Welcome to Arabia, has unveiled its latest campaign starring Cristiano Ronaldo. Titled "I came for football, I stayed for More", the initiative aims to promote Saudi Arabia's expanding calendar of sports entertainment and cultural events to global audiences.
Launching across key international markets in Europe, India, and China, the campaign leverages television, social media, digital platforms, and online travel agencies. It highlights the kingdom's growing event offerings and tourism packages designed to make visiting more accessible for international travellers.
The campaign film features Ronaldo, Saudi Arabia's most high-profile foreign resident, attending major events and reflecting on the passion of the fans and the breadth of activities across the kingdom.
Audiences are given a glimpse of the diverse events that define Saudi Arabia's annual calendar, from large-scale international sports competitions to cultural festivals, music, film, and fashion showcases.
Saudi Arabia has positioned itself as a leading global venue for international competitions, with upcoming hosting rights including the FIFA World Cup 2034, the AFC Asian Cup 2027, the esports Olympic Games 2027, and the Asian Winter Games 2029. Its recurring lineup already features the Esports World Cup, Formula 1, LIV Golf Riyadh, the Saudi Pro League, and tennis tournaments. Alongside sports events, such as Riyadh Fashion Week, the Red Sea International Film Festival, and the arts beinnales, as well as the Riyadh and Jeddah Seasons, form the cultural core of the annual programme.
His Excellency Ahmed Al Khateeb, Minister of Tourism for Saudi Arabia, said: "Today Saudi Arabia is cementing its place as a global destination that combines cultural authenticity, warm hospitality and the thrill of world-class events. In the tourism sector, we remain steadfast in our commitment to developing a seamless landscape that inspires the world and provides visitors with unforgettable experiences."
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, added: "This campaign with CR7 is a showcase of Saudi Arabia today and our ambitions. Tourism is a key component of our vision, and we continually expand our offerings. Since 2018, we have hosted over 100 major international events, and as our calendar continues to expand, we are on track to reach our goal of 150 million visitors by 2030. From world-class events to iconic sites and stunning landscapes, Saudi Arabia is a land of discovery."
Cristiano Ronaldo commented: "Being part of Saudi's journey as a global sports club has been truly special and somehow unexpected for me a few years ago. Today, the truth is that from the energy of the fans to the scale of ambition, this is where the future of sport is being written. What I admire most about Saudi Arabia is how it honours its roots while building for the future, from camels to horse racing, to sports that originated in the desert and are now played in stadiums. This is a place where every young athlete can dream big."
Saudi Arabia's investments in stadiums, arenas, and grassroots programmes are part of its Vision 2030 strategy, supported by USD 800 billion earmarked for tourism development. The sector is projected to reach USD 22.4 billion in value by 2030 and contribute USD 16.5 billion to the national GDP, with events playing a central role in job creation, infrastructure growth and youth engagement.
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