“Saudi, Welcome to Arabia,” the consumer-facing brand of the Saudi Tourism Authority (STA), has launched a campaign featuring Cristiano Ronaldo (CR7) titled “I Came for Football, I Stayed For More.” This initiative targets key markets in Europe, India, and China, showcasing Saudi Arabia as a vibrant destination beyond football.
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The film, featuring football superstar CR7, showcases key events in Saudi Arabia. An amazed CR7 observes the sports from the stands, comparing them to his own experiences. The dull colors transform into vibrant shades, revealing what made him decide to stay in Saudi. The crowd’s excitement fills the air, allowing us to share in their emotional highs and lows. This is Saudi – lively, enthusiastic, and ready to make its mark globally.
The campaign showcases Saudi Arabia’s variety of sports and entertainment events throughout the year in Riyadh, Jeddah, and AlUla, with easy travel packages available. As the host of major events like the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027, and Asian Winter Games 2029, Saudi is bringing sports home. It also features large international events such as the Esports World Cup, Formula 1, LIV Golf Riyadh, tennis, and the Saudi Pro League (RSL), establishing itself as a key location for big events.
From sports to culture and entertainment, Saudi offers diverse interests. Its annual calendar includes Riyadh Fashion Week, the Red Sea International Film Festival, and other Seasons in Riyadh and Jeddah. Various international and regional acts in music and comedy are enhancing reach and accessibility for more audiences.
His Excellency Ahmed Al Khateeb, Minister of Tourism for Saudi, stated: “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 honors 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 events hub as part of its Vision 2030 plan to diversify the economy and grow tourism. It has pledged $800 billion to this sector, which is expected to reach a market value of $22.4 billion and contribute $16.5 billion to GDP by 2030. Events are crucial in increasing tourism, driving infrastructure development, creating jobs, and engaging youth. Investments in stadiums, arenas, and community programs are establishing Saudi’s reputation as a leader in global sports tourism and entertainment. Explore Saudi’s Unreal Calendar here.