Saudi tourism authority unveils new campaign with ronaldo
"Saudi, Welcome to Arabia" – the consumer-facing brand of the Saudi Tourism Authority (STA) – has launched its latest campaign starring Cristiano Ronaldo.
Rolling out across Europe, India, and China, the campaign "I Came for Football, I Stayed for More" positions Saudi Arabia as a destination that surpasses expectations. The campaign's focus is to drive awareness of the country's diverse offerings beyond sports, aligning Saudi's brand with a vibrant calendar of global events.
The campaign film centers on Ronaldo's journey through headline events, illustrating Saudi Arabia's dynamic transformation and positioning the country as an emerging contender for international tourism driven by sports, culture, and entertainment.
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The initiative highlights Saudi Arabia's growing year-round calendar, which is now available across Riyadh, Jeddah, and AlUla. With upcoming events such as the FIFA World Cup 2034, the AFC Asian Cup 2027, and the Asian Winter Games 2029, as well as annual fixtures in motorsport, golf, tennis, esports, and football, Saudi Arabia is positioning itself as a global hub for sport.
Cultural and entertainment offerings are also expanding, encompassing events such as fashion and film festivals, biennales, comedy tours, and seasonal celebrations in Riyadh and Jeddah.
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. We remain committed to developing a seamless tourism landscape that inspires the world and provides visitors with unforgettable experiences."
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, added, "This campaign with Ronaldo reflects Saudi Arabia's ambitions. Since 2018, we have hosted over 100 major international events, and as our calendar expands, we are on track to reach 150 million visitors by 2030. From world-class events to iconic sites and breathtaking landscapes, Saudi Arabia is a land of discovery."
Cristiano Ronaldo commented, "Participating in Saudi Arabia's growth as a global sports hub has been a remarkable experience. The enthusiasm of the fans and the country's ambition underscore its role in shaping the future of sport. Notably, Saudi Arabia integrates its heritage with ambitious development. From traditional sports to new arenas, from the desert to the stadium, the nation encourages young athletes to pursue their dreams."
Saudi Arabia has committed $800 billion to its tourism sector under Vision 2030, with the industry projected to reach a market value of $22.4 billion and contribute $16.5 billion to GDP by 2030. Investments in stadiums, arenas, and grassroots programs are expected to drive growth, boost jobs, and strengthen the country's position as a leader in global sports and entertainment tourism.
