Saudi launches new campaign featuring Cristiano Ronaldo to promote year-round tourism

The Saudi Tourism Authority (STA) has launched its latest global campaign starring football legend Cristiano Ronaldo to promote the kingdom as a year-round tourist destination.

The campaign, ‘Saudi, Welcome to Arabia’, features Saudi Arabia’s growing calendar of world-class sports, entertainment, culture, and fashion events.

Saudi’s tourism campaign featuring Cristiano Ronaldo

Titled “I Came for Football, I Stayed For More”, the campaign, featuring Ronaldo, arguably the most famous expat in Saudi, is rolling out across Europe, India, and China.

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“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,” Fahd Hamidaddin, CEO, Saudi Tourism Authority, said.

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Vision 2030 and tourism

Saudi Arabia, like its GCC neighbours, has been on a path towards diversifying its oil-dependent economy, as the kingdom is expected to run out of the black gold in the coming decades. Tourism has been a major focus for the Saudis as part of Crown Prince MBS’s Vision 2030. Saudi Arabia has also committed $800 billion to developing its tourism sector as part of Vision 2030, aiming for the industry to reach a market value of $22.4 billion and contribute $16.5 billion to GDP by 2030.

Sports and cultural events in Saudi

Along with tourism, in recent years, Saudi Arabia has also emerged as a major destination for sports and other events. This includes the annual Saudi tour of the World Wrestling Entertainment (WWE) and the 2024 Tyson Fury vs Oleksandr Usyk heavyweight boxing match.

The kingdom also has an impressive line-up of sports and cultural events for the coming years, including the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027, Asian Winter Games 2029, and regular fixtures like the Formula 1 Saudi Grand Prix, Esports World Cup, LIV Golf Riyadh, and the Saudi Pro League. Cultural highlights include Riyadh Fashion Week, the Red Sea International Film Festival, biennales, and the celebrated Riyadh and Jeddah Seasons, featuring music, comedy, and global acts.

“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,” Ahmed Al Khateeb, Minister of Tourism for Saudi Arabia, said.

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