Saudi Arabia has unveiled the latest chapter in its tourism drive, with football icon Cristiano Ronaldo fronting the new “I Came for Football, I Stayed For More” campaign.
Launched by the Saudi Tourism Authority (STA) under its consumer-facing brand “Saudi, Welcome to Arabia”, the campaign highlights the country’s increasingly diverse calendar of international events — from sport and music to film, fashion, and culture. Running across major markets in Europe, India, and China, the initiative reinforces Saudi Arabia’s message that it is far more than a football destination.
The campaign film features Ronaldo himself, seen moving from the football pitch to the stands, where he experiences the roar of fans and the spectacle of world-class events. From WTA tennis to MDLBeast music festivals, and from esports to Formula 1, the imagery underscores the breadth of Saudi Arabia’s year-round offer.
His Excellency Ahmed Al Khateeb, Minister of Tourism, said: “Today, Saudi 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 STA, added: “This campaign with CR7 is a showcase of Saudi today, and our ambitions. Tourism is a core component of our vision, and we are continuously expanding our offerings. 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.”
For Ronaldo, the campaign reflects his own unexpected journey: “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. What I admire most about Saudi is how it honours its roots while building for the future.”
A year-round calendar of global events
Saudi Arabia has committed $800 billion to its tourism sector under Vision 2030, with a goal of generating $22.4 billion in market value and contributing $16.5 billion to GDP by 2030. The investment is fuelling infrastructure, venues, and grassroots programmes that are transforming the Kingdom into a global hub for sports and entertainment.
Alongside future mega-events including the FIFA World Cup 2034, AFC Asian Cup 2027, and the Asian Winter Games 2029, the Unreal Calendar features established highlights such as the Formula 1 Saudi Arabian Grand Prix, the Esports World Cup, LIV Golf Riyadh, the Red Sea International Film Festival, Riyadh Fashion Week, and the Riyadh and Jeddah Seasons.
From sports and fashion to film and music, Saudi Arabia is positioning itself as a destination where visitors can extend their stay to experience an ever-expanding cultural and entertainment landscape.trategic intent in tourism and global hosting capacity.
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