With a diverse range of international events ranging from Formula 1 to Biennales and a Fashion Week, the Kingdom of Saudi Arabia is showing it is serious about attracting global travellers. Its latest campaign with footballing legend, Cristiano Ronaldo seeks to establish Saudi Arabia as a vibrant year-round destination for sport, culture and entertainment.
The Global football icon is the face of a striking new tourism campaign from the Saudi Tourism Authority (STA), titled “I Came for Football, I Stayed for More”. The campaign with CR7 targets key markets across Europe, India and China, and seeks to showcase a modern Saudi Arabia offering far more than what visitors might expect.
In a visually rich promotional film, Ronaldo — arguably Saudi’s most famous foreign resident — is seen exploring the kingdom’s diverse events calendar, transitioning from his familiar footballing world into the adrenaline-charged atmosphere of Saudi’s burgeoning entertainment and cultural scenes.
From Football To Fashion
Saudi Arabia’s event calendar is central to the campaign, spanning a wide array of high-profile sporting and cultural events. As host nation for upcoming global competitions including the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027, and the Asian Winter Games 2029, Saudi continues to establish itself as a rising hub for international sport.
The regular line-up includes Formula 1, the Esports World Cup, LIV Golf Riyadh, WWE, international tennis, and the Saudi Pro League (RSL), in which Ronaldo currently plays. Beyond sport, the campaign highlights Saudi’s cultural ambitions with a packed calendar of festivals and events.
These include the Red Sea International Film Festival, Riyadh Fashion Week, Arts Biennales, and the celebrated Riyadh and Jeddah Seasons, featuring music, comedy, theatre and more. Speaking about his involvement with Saudi Tourism, Cristiano Ronaldo explained that being part of Saudi’s journey as a global sports hub has been truly special.
“What I admire most about Saudi is how it honours its roots while building for the future. From camels to horses, racing to esports, from the desert to the stadium — this is a place where every young athlete can dream big.”
Tourism As A Vision 2030 Pillar
The campaign supports Saudi Arabia’s Vision 2030, which aims to diversify the kingdom’s economy and establish tourism as a key growth sector. The government has committed US$800 billion to the tourism industry, which is expected to reach a market value of $22.4 billion and contribute US$16.5 billion to GDP by 2030.
According to the STA, events play a crucial role in driving tourist numbers, enhancing infrastructure, and creating local employment. Investments are being made in stadiums, arenas and grassroots programmes to secure Saudi Arabia’s future as a global leader in sports and entertainment tourism.
“Saudi is cementing its place as a global destination that combines cultural authenticity, warm hospitality, and the thrill of world-class events,” commented Ahmed Al Khateeb, Saudi Arabia’s Minister of Tourism.
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, also explained that the campaign with CR7 showcases the Saudi Arabia of today, and the ambition that drives us. “Since 2018, we’ve hosted more than 100 major international events. We’re on track to reach our goal of 150 million visitors by 2030.”
(Images: Saudi Tourism Authority)
