Ronaldo stars in new Saudi tourism campaign
Published: 02 September 2025, 5:50:51
The Saudi Tourism Authority (STA), under its consumer brand “Saudi, Welcome to Arabia,” has launched a new global campaign featuring football icon Cristiano Ronaldo. Titled “I Came for Football, I Stayed For More,” the campaign promotes Saudi Arabia’s growing calendar of world-class sports, cultural, and entertainment events.
The campaign kicks off across major markets in Europe, India, and China, using TV, digital, social media, and online travel agencies to highlight Saudi as a vibrant, year-round destination. The campaign film features Ronaldo immersed in key Saudi events—from electric sports moments to cultural celebrations—showcasing the Kingdom’s transformation into a global tourism hub.
Saudi’s events calendar is expanding rapidly, with international highlights including the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027, and Asian Winter Games 2029. Regular events such as the Formula 1 Saudi Grand Prix, Esports World Cup, LIV Golf Riyadh, and Saudi Pro League further cement its status on the global stage.
Beyond sports, Saudi is investing heavily in culture and entertainment. Major events include Riyadh Fashion Week, the Red Sea International Film Festival, and seasonal festivals in Riyadh and Jeddah. International music and comedy acts are also making regular appearances.
HE Ahmed Al Khateeb, Saudi’s Minister of Tourism, said:
“Saudi is cementing its place as a global destination that combines cultural authenticity, warm hospitality, and world-class events. We are committed to creating unforgettable visitor experiences.”
Fahd Hamidaddin, CEO of STA, added:
“This campaign with CR7 showcases Saudi’s ambition. We’ve hosted over 100 major international events since 2018 and are on track to welcome 150 million visitors by 2030.”
Cristiano Ronaldo commented:
“Being part of Saudi’s journey as a global sports hub has been special. The energy, ambition, and respect for tradition make it a unique place where the future of sport is unfolding.”
Saudi Arabia is investing over $800 billion in its tourism sector as part of Vision 2030, aiming to diversify the economy. The sector is projected to reach $22.4 billion in market value and contribute $16.5 billion to GDP by 2030. Events are a core driver—boosting tourism, creating jobs, and inspiring the next generation.
