Kuala Lumpur, Sept 2: Saudi Tourism Authority (STA) has launched its latest global campaign fronted by football superstar Cristiano Ronaldo, positioning the Kingdom as more than just a sporting destination.
The campaign, titled “I Came for Football, I Stayed For More”, is being rolled out across Europe, India and China. It showcases Saudi’s expanding calendar of international sports, cultural and entertainment events under the consumer-facing brand “Saudi, Welcome to Arabia.”
Ronaldo, who plays in the Saudi Pro League and is described as the country’s most famous foreign resident, features in the campaign film highlighting the adrenaline of major sporting events and the vibrancy of Saudi’s broader cultural offerings.
The Kingdom’s event calendar has grown rapidly in recent years. In addition to hosting regular fixtures such as the Esports World Cup, Formula 1, LIV Golf, tennis tournaments and the domestic football league, Saudi has secured upcoming mega-events including the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027 and the Asian Winter Games 2029.
Beyond sport, the calendar also encompasses Riyadh Fashion Week, the Red Sea International Film Festival, arts biennales, and the seasonal entertainment festivals staged in Riyadh and Jeddah. International music, comedy and cultural acts are increasingly performing in the Kingdom.
Saudi Tourism Minister Ahmed Al Khateeb said the country is now cementing its place as a global destination, while STA CEO Fahd Hamidaddin noted that since 2018 Saudi has hosted more than 100 major international events. The target is to attract 150 million visitors annually by 2030.
Ronaldo said being part of Saudi’s sporting journey has been “truly special,” praising both the passion of fans and the scale of ambition.
Saudi Arabia has committed $800 billion to tourism development as part of its Vision 2030 diversification strategy, with projections showing the sector reaching $22.4 billion in market value and contributing $16.5 billion to GDP by 2030.
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