The Saudi Tourism Authority (STA) has launched its latest global campaign under its consumer brand, "Saudi, Welcome to Arabia," starring football superstar Cristiano Ronaldo.
Titled "I Came for Football, I Stayed for More," the campaign aims to position Saudi Arabia as a premier, year-round destination for sports, culture, and entertainment, according to a press release.
Rolling out across key markets in Europe, India, and China, the campaign highlights Saudi Arabia's growing position on the global stage as a hub for major international events.
The promotional film follows Ronaldo's journey through the Kingdom's vibrant event calendar, contrasting his initial arrival for football with the array of experiences that inspired him to stay.
The film emphasizes the energy of live events, the enthusiasm of local fans, and the Kingdom's evolving cultural scene.
The campaign highlights Saudi’s diverse, year-round sports and entertainment events held across Riyadh, Jeddah and AlUla, with curated packages making it ever easier to visit. As hosts of the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027, Asian Winter Games 2029 among others, Saudi is bringing sport home.
Its regular calendar includes largescale international events such as the Esports World Cup, Formula 1, LIV Golf Riyadh, Tennis, Saudi Pro League (RSL) - cementing its position as a hub for largescale events.
From sports to culture and entertainment, Saudi offers something for all interests. Its annual calendar continues to grow, with Riyadh Fashion Week, the Red Sea International Film Festival, Arts Biennales and the eponymous Seasons – held in Riyadh and Jeddah, forming the cornerstone of activities. From music to comedy, international and regional acts are taking the stage in Saudi, furthering reach and accessibility for ever more audiences.
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, said 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,” he added.
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 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 $16.5bn to GDP by 2030.
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.