With global football superstar Cristiano Ronaldo (CR7) at the center, the Saudi Tourism Authority has unveiled its new international campaign titled “I Came for Football, I Stayed For More”. The campaign is already running in key markets in Europe, as well as in India and China, with the aim of promoting Saudi Arabia as a leading global destination, far beyond stereotypes.
Ronaldo, Riyadh’s most famous foreign resident, stars in a film that showcases the country through sports, music, cinema, fashion and major events hosted in Riyadh, Jeddah and Al Ula. The campaign combines television, social media, digital platforms and partnerships with online travel agencies, giving the public a first “taste” of the country’s extensive events calendar.
As part of Vision 2030, Saudi Arabia is investing around $800 billion in tourism, aiming to reach 150 million visitors by 2030. This strategy is closely linked to sports: the country has already secured the organization of the 2034 World Cup, the 2027 Asian Cup, the 2027 Esports Olympic Games and the 2029 Asian Winter Games, while the annual calendar includes Formula 1, LIV Golf, tennis, the local RSL championship, as well as the newly established Esports World Cup.
Beyond sports, the program is enriched with leading cultural events such as Riyadh Fashion Week, the Red Sea International Film Festival, art biennales and thematic “Seasons” in Riyadh and Jeddah, which combine music, theater, comedy and international artist performances.
The Minister of Tourism, Ahmed Al Khatib, emphasized that the country “is taking its place as a global destination that combines authenticity, hospitality and top experiences”. For his part, STA CEO, Fath Hamiduddin, emphasized that “since 2018, Saudi Arabia has hosted over 100 international events, a number that will continue to grow”.
Ronaldo himself, in a personal statement, said: “Being part of this transition of Saudi Arabia into a global sports hub is something special. What impresses me is how the country honors its roots while building for the future.”
- With an eye on sports, culture and entertainment, Saudi Arabia aspires to establish itself as one of the world’s most dynamic emerging tourism hotspots – and Cristiano Ronaldo is the ideal person to tell this story.
