“Saudi, Welcome to Arabia,” the consumer brand of the Saudi Tourism Authority (STA), has unveiled its newest global campaign featuring Cristiano Ronaldo (CR7). Rolling out across major markets in Europe, India, and China, the campaign — “I Came for Football, I Stayed For More” — showcases Saudi Arabia as a destination that goes far beyond expectations. Timed with the launch of an extended season of world-class sports, spectacular entertainment, and iconic film, fashion, and cultural events, the campaign leverages TV, social, digital, and OTA platforms to spotlight one of the world’s most dynamic destination calendars.
Featuring football legend and Saudi’s most famous foreign resident, Cristiano Ronaldo (CR7), the new film takes viewers on an immersive journey through the Kingdom’s landmark events. The story unfolds with Ronaldo in the stands, comparing the excitement of different sports to his own. Monochrome tones shift into vibrant color, symbolizing the transformation that keeps him in Saudi — from the roar of the crowds to the pulse of shared experiences. The emotion is electric, pulling audiences into the heart of the action. This is Saudi: engaged, energized, and ready to claim its place on the global stage.
The campaign highlights Saudi’s diverse, year-round roster of sports and entertainment, spanning Riyadh, Jeddah, and AlUla. With curated travel packages, it’s easier than ever for visitors to experience the country’s expanding calendar. As hosts of the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympic Games 2027, and Asian Winter Games 2029, Saudi is becoming the stage for international sport. Regular fixtures such as the Esports World Cup, Formula 1, LIV Golf Riyadh, international tennis, and the Saudi Pro League further cement its reputation as a hub for world-class events.
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Beyond sport, Saudi’s cultural and entertainment landscape is thriving. From Riyadh Fashion Week and the Red Sea International Film Festival to international arts biennales and the flagship Riyadh and Jeddah Seasons, the calendar spans music, comedy, film, and more — welcoming global and regional acts to perform for ever-growing audiences.ula
His Excellency Ahmed Al Khateeb, Minister of Tourism, said: “Today, Saudi is cementing its place as a global destination that blends cultural authenticity, warm hospitality, and the thrill of world-class events. We are committed to creating unforgettable experiences and inspiring visitors from around the world.”
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, added: “This campaign with CR7 reflects Saudi today and the ambitions of tomorrow. Tourism is central to our vision, and our offerings continue to expand. Since 2018 we’ve hosted more than 100 major international events, and with our growing calendar we’re on track to welcome 150 million visitors by 2030. From events to landscapes, Saudi is a land of discovery — and we’re inviting the world to join us in the Heart of Arabia.”
Cristiano Ronaldo commented: “Being part of Saudi’s rise as a global sports hub has been both unexpected and inspiring. 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 is how Saudi honors its traditions while building for the future — from camels to horses, racing to esports, desert to stadiums. It’s a place where every young athlete can dream big.”
Saudi’s drive to become a global destination for events is anchored in Vision 2030, its blueprint for economic diversification and tourism growth. With an $800 billion investment committed to the sector, tourism is expected to reach a $22.4 billion market value by 2030 and contribute $16.5 billion to GDP. Events will play a pivotal role, fueling infrastructure growth, job creation, and youth engagement. With new stadiums, arenas, and grassroots programs underway, Saudi is positioning itself as a leader in global sports tourism and wider entertainment.
Explore Saudi’s Unreal Calendar here.
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