“Saudi, Welcome to Arabia”, the consumer-facing brand of the Saudi Tourism Authority (STA), has unveiled its latest campaign starring football icon Cristiano Ronaldo (CR7). Launching across key markets in Europe, India and China, the “I Came for Football, I Stayed For More” campaign heralds the start of Saudi’s extended season of sport, entertainment, as well as film, fashion and cultural events.
Launched across TV, social, digital, and OTA, the film starring CR7 highlights Saudi’s diverse, year-round sports and entertainment events held across Riyadh, Jeddah and AlUla. Saudi Arabia is gearing up to host the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027 and Asian Winter Games 2029, while its regular calendar includes large-scale international events such as the Esports World Cup, Formula 1, LIV Golf Riyadh, tennis and Saudi Pro League.
Ahmed Al Khateeb, minister of tourism for Saudi, 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 Saudi Tourism Authority, 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. From world-class events to iconic sites and breathtaking landscapes, Saudi is a land of discovery. We are committed to welcoming the world to join us in the Heart of Arabia, to stay a while and witness the future unfold in real time.”
Cristiano Ronaldo 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. 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.”
Saudi is investing to become a global hub for events, as part of its Vision 2030 goal of diversifying the economy and expanding the tourism sector. It has committed $800 billion to the sector, which is projected to reach $22.4 billion in market value by 2030 and contribute $16.5 billion to GDP by 2030.
Events play a pivotal role in this, boosting tourism numbers, driving infrastructure growth, creating jobs, and inspiring youth participation. Investments in stadiums, arenas, and grassroots programs are helping shape Saudi’s legacy as a leader not only in global sports tourism, but wider entertainment.
See the Saudi Arabia events calendar at visitsaudi.com