Cristiano Ronaldo is once again at the heart of Saudi Arabia’s global tourism push, starring in the Saudi Tourism Authority’s latest campaign, “I Came for Football, I Stayed For More.” The campaign, launched under the “Saudi, Welcome to Arabia” brand, positions the Kingdom as one of the world’s most exciting destinations for sports, culture, and entertainment.
Unveiled across Europe, India, and China, the campaign film features CR7 experiencing Saudi’s growing calendar of international events, from adrenaline-filled stadium moments to fashion, film, and cultural showcases. The message is clear: visitors may come for football, but they’ll stay for much more.
Saudi Arabia is fast becoming a global sports hub, with upcoming mega-events including the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027, and the Asian Winter Games 2029. Alongside, regular fixtures like the Formula 1 Saudi Arabian Grand Prix, LIV Golf Riyadh, Esports World Cup, and the Saudi Pro League continue to draw global audiences.
But it’s not just about sports. From the Red Sea International Film Festival and Riyadh Fashion Week to art biennales, comedy shows, and music concerts, Saudi is curating a year-round “Unreal Calendar” that offers something for every traveler.
Tourism leaders say this campaign marks a new chapter in Saudi’s Vision 2030 ambitions. Minister of Tourism Ahmed Al Khateeb highlighted Saudi’s unique blend of culture, hospitality, and world-class events, while Fahd Hamidaddin, CEO of the Saudi Tourism Authority, pointed out that over 100 major international events have already been hosted since 2018, with a goal of attracting 150 million visitors by 2030.
Cristiano Ronaldo himself praised the Kingdom’s scale of ambition, saying Saudi is “where the future of sport is being written.” For him, Saudi is not only about football but also about a deep respect for heritage, energy of the fans, and opportunities for young athletes to dream big.
With $800 billion invested into the tourism sector and a projected market value of $22.4 billion by 2030, Saudi is positioning itself as a global destination at the crossroads of sport, culture, and entertainment. And with Ronaldo fronting the campaign, the message to the world is loud and clear: Saudi is ready for more.
