“Saudi, Welcome to Arabia,” the consumer-facing brand of the Saudi Tourism Authority (STA), has launched its latest global campaign starring football legend Cristiano Ronaldo (CR7). Titled “I Came for Football, I Stayed For More”, the campaign is rolling out across Europe, India, and China.
The film showcases Saudi Arabia’s growing calendar of world-class sports, entertainment, culture, and fashion events. Featuring CR7, the campaign highlights how the Kingdom offers far more than expected — from high-energy sports to vibrant cultural festivals.
Audiences see Ronaldo experiencing Saudi’s biggest events, with the film moving from muted tones to vibrant colors as he discovers what makes the country unique. The campaign runs across TV, digital, social media, and OTAs, giving travelers a taste of the action.
Saudi Arabia is rapidly becoming a hub for global events. The country will host major tournaments including the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympics Games 2027, and the Asian Winter Games 2029. Its regular calendar already features events like Formula 1, LIV Golf Riyadh, the Saudi Pro League, and the Esports World Cup.
Beyond sports, Saudi is also making its mark in arts and culture with Riyadh Fashion Week, the Red Sea International Film Festival, arts biennales, comedy shows, concerts, and the popular Riyadh and Jeddah Seasons.
His Excellency Ahmed Al Khateeb, Minister of Tourism for Saudi, said, “Today, Saudi 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, Saudi Tourism Authority said, “This campaign with CR7 is a showcase of Saudi today, and our ambitions. Tourism is a core component of our vision, and we are continuously expanding our offerings. 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 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 shared his experience, saying, “Being part of Saudi’s journey as a global sports hub has been truly special and somehow unexpected for me a few years ago. Today, the truth is, that from the energy of the fans to the scale of ambition — this is where the future of sport is being written. What I admire most about Saudi is how it honors 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 has committed $800 billion to developing its tourism sector as part of Vision 2030, aiming for the industry to reach a market value of $22.4 billion and contribute $16.5 billion to GDP by 2030. Investments in stadiums, arenas, and grassroots programs are ensuring that Saudi not only becomes a leader in global sports tourism but also in culture and entertainment.
