Ronaldo unveils Saudi’s unreal calendar of events
Rolling out across key markets in Europe, India, and China, the campaign highlights Saudi Arabia’s growing position on the global stage as a hub for major international events.
The Saudi Tourism Authority (STA) has launched its latest global campaign under its consumer brand "Saudi, Welcome to Arabia," featuring football superstar Cristiano Ronaldo. The campaign, titled "I Came for Football, I Stayed For More," is aimed at showcasing Saudi Arabia as a premier year-round destination for sports, culture, and entertainment.
Rolling out across key markets in Europe, India, and China, the campaign highlights Saudi Arabia's growing position on the global stage as a hub for major international events. The promotional film follows Ronaldo's journey through the Kingdom's vibrant event calendar, contrasting his initial arrival for football with the array of experiences that inspired him to stay. The film emphasizes the energy of live events, the enthusiasm of local fans, and the Kingdom's evolving cultural scene.
Cristiano Ronaldo, currently playing in the Saudi Pro League, said:
"Being part of Saudi's journey as a global sports hub 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."
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The campaign aligns with Saudi Arabia's broader strategy under Vision 2030, which aims to diversify the Kingdom's economy and significantly expand its tourism sector. The government has committed $800 billion to the tourism industry, with goals to attract 150 million visitors annually by 2030. The sector is projected to reach a market value of $22.4 billion and contribute $16.5 billion to GDP by the end of the decade.
His Excellency Ahmed Al Khateeb, Minister of Tourism, stated:
"Today, Saudi is cementing its place as a global destination that combines cultural authenticity, warm hospitality, and the thrill of world-class events."
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, added:
"This campaign with CR7 is a showcase of Saudi today, and our ambitions. Since 2018 we've hosted over 100 major international events, and as our calendar continues to expand, we're on track to reach our goal of 150 million visitors by 2030."
Saudi Arabia is currently preparing to host several high-profile events, including the FIFA World Cup 2034, the AFC Asian Cup 2027, the Esports Olympic Games 2027, and the Asian Winter Games 2029. The Kingdom's regular calendar already includes events such as the Formula 1 Saudi Arabian Grand Prix, Esports World Cup, LIV Golf Riyadh, Riyadh Season, Red Sea International Film Festival, and Riyadh Fashion Week.
The tourism authority is also working to make travel to Saudi more accessible with curated travel packages and a growing infrastructure of venues, hotels, and transportation options. The campaign is being rolled out across television, social media, digital platforms, and online travel agencies (OTA).
For more information and to explore Saudi's event calendar, visit: www.visitsaudi.com
