Cristiano Ronaldo Unveils Saudi Arabia's Mega Event Calendar

The Saudi Tourism Authority's "Saudi, Welcome to Arabia" brand has launched its new campaign starring Cristiano Ronaldo (CR7). Launching in leading European markets, as well as India and China, the "I Came for the Football, I Stayed for More" campaign demonstrates to visitors that Saudi Arabia offers much more than they expect. Heralding the start of a season packed with high-octane sporting events, thrilling events, and international events in film, fashion, and culture, the campaign showcases one of the world's most exciting calendars across TV, social media, digital channels, and online travel platforms.

Starring football superstar Cristiano Ronaldo and Saudi Arabia's most prominent foreign resident, the film takes viewers on a journey through the country's highlights. The scene opens with Ronaldo excitedly comparing his own experiences with different sports in the stands. The transition from black and white to vibrant color reveals the atmosphere that inspired him to stay in Saudi Arabia. The energy of the stands, the enthusiasm of the fans, and the emotion created by the shared experience are immediately felt by the audience. This is Saudi Arabia preparing to take its place on stage: excited, energetic, and assertive.

The campaign highlights the variety of sports and entertainment events held throughout the year in Riyadh, Jeddah, and AlUla. Planning your visit is easier than ever with specially designed packages. As Saudi Arabia prepares to host major events such as the 2034 FIFA World Cup, the 2027 AFC Asian Cup, the 2027 Esports Olympics, and the 2029 Asian Winter Games, it's truly bringing sports home. Its regular calendar of events includes major events like the Esports World Cup, Formula 1, LIV Golf Riyadh, tennis tournaments, and the Saudi Pro League (RSL).

Alongside sports, culture and entertainment also play a significant role in Saudi Arabia's calendar. Riyadh Fashion Week, the Red Sea International Film Festival, art biennials, and "Seasons" events held in Riyadh and Jeddah shape the country's cultural agenda. From music to stand-up shows, international and regional artists perform, and the country reaches a wider audience every year.

Ahmed Al Khateeb, Saudi Arabia's Minister of Tourism, said: "Today, Saudi Arabia is solidifying its place as a global destination with its cultural uniqueness, warm hospitality, and world-class events. Our goal in the tourism sector is to build a seamless and rich ecosystem that inspires the world and provides visitors with unforgettable experiences."

Fahd Hamidaddin, CEO of the Saudi Tourism Authority , said: “This campaign featuring Cristiano Ronaldo reflects Saudi Arabia today and our dreams. It is at the core of our tourism vision, and we are constantly expanding our offerings. Since 2018, we have hosted over 100 international events. Our goal is to expand our calendar and reach 150 million visitors by 2030. From world-class events to iconic historical sites and unique natural landscapes, Saudi Arabia is a land of discovery. We invite the world to the heart of the Arabian Peninsula: Stay a little longer and witness how the future is taking shape.”

Cristiano Ronaldo also commented on the campaign: “Participating in Saudi Arabia's journey to become a global sports hub has been incredibly special for me, an experience I would never have imagined a few years ago. Today, I see that the future of sports is being written here, from the energy of the fans to the country's vision. What I admire most about Saudi Arabia is its commitment to building the future while staying true to its roots. From camels and horse racing to esports and stadiums, this is a country where every young athlete can dream big.”

Saudi Arabia is investing heavily in events as part of its Vision 2030 strategy, aiming to diversify its economy and grow its tourism sector. Having committed $800 billion in tourism investments, the country projects the sector to reach a market value of $22.4 billion by 2030, contributing $16.5 billion. Events play a critical role in this journey, stimulating tourism, developing infrastructure, creating jobs, and encouraging youth to pursue sports. Investments in stadiums, arenas, grassroots events, and large-scale events are positioning Saudi Arabia not only as a leader in sports tourism but also in the broader entertainment ecosystem.