“Saudi, Welcome to Arabia,” the consumer-facing brand of the Saudi Tourism Authority (STA), launched its latest campaign starring Cristiano Ronaldo (CR7). Launching across key markets in Europe as well as India and China, “I Came for Football, I Stayed for More” brings to life a Saudi who offers visitors far more than the expected. Heralding the start of its extended season of high-stakes sports, rousing entertainment, and breathtaking film, fashion, and cultural events, the campaign harnesses TV, Social, Digital, and OTA to give audiences a taste of one of the world’s most exciting destination calendars.

Featuring football superstar and Saudi’s most famous foreign resident, CR7, the film takes viewers on a journey through Saudi’s cornerstone events. An awed CR7 sits in the stands – comparing the different sports to his own. From the adrenaline coursing through the crowd, we hear its roar – feeling the highs and lows of a shared experience. The emotion is palpable, drawing audiences into the thick of the action. Saudi Arabia is engaged, excited, and eager to assert its position on the world stage.

The campaign highlights Saudi Arabia’s diverse, year-round sports and entertainment events held across Riyadh, Jeddah, and AlUla, with curated packages making it easier than ever to visit. As hosts of the FIFA World Cup 2034, the AFC Asian Cup 2027, the Esports Olympics Games 2027, and the Asian Winter Games 2029, among others, Saudi Arabia is bringing sports home. Its regular calendar includes large-scale international events such as the Esports World Cup, Formula 1, LIV Golf Riyadh, Tennis, and the Saudi Pro League (RSL) – cementing its position as a hub for large-scale events.

From sports to culture and entertainment, Saudi Arabia 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 Arabia, furthering reach and accessibility for an ever-growing audience.

The most significant music events, such as MDLBeast, electrify Saudi Arabia’s Unreal Calendar.

His Excellency Ahmed Al Khateeb, Minister of Tourism for Saudi Arabia, stated: “Today, Saudi Arabia 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, added: “This campaign with CR7 is a showcase of Saudi Arabia today, and our ambitions. Tourism is a key component of our vision, and we continually expand our offerings to meet the needs of our customers. 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 Arabia 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.”

Cristiano Ronaldo said: “Being part of Saudi Arabia’s journey as a global sports hub has been truly special and somehow unexpected for me a few years ago. Today, the energy of the fans and the scale of ambition are shaping the future of sports. What I admire most about Saudi Arabia is how it honours 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 Arabia is investing to become a global hub for events, as part of its Vision 2030 goal to diversify the economy and expand the tourism sector. The organisation is allocating $800 billion to the industry, which experts project will grow to a market value of $22.4 billion by 2030, contributing $16.5 billion to the GDP that year. Events play a pivotal role in this, boosting tourism numbers, driving infrastructure growth, creating jobs, and inspiring youth participation. Investments in stadiums, arenas, and grassroots programs are helping shape Saudi Arabia’s legacy as a leader not only in global sports tourism but also in the broader entertainment sector.

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