Saudi Arabia has launched a new global tourism campaign featuring football star Cristiano Ronaldo, aimed at positioning the kingdom as a leading year-round destination beyond its growing reputation for sport.
The campaign, titled “I Came for Football, I Stayed for More,” was unveiled this month and is being promoted across major international markets.
The short film shows Ronaldo experiencing cultural festivals, heritage landmarks and modern attractions across Saudi Arabia. Narrating the one-minute spot, he highlights the country’s mix of history and innovation, describing Saudi Arabia as a place that “honours its roots while building for the future.”
Expanding Tourism Beyond Football
The campaign showcases Saudi Arabia’s wider offerings, including events in Riyadh and Jeddah, the UNESCO heritage sites of AlUla, Red Sea resorts and desert adventures. Officials said the initiative is designed to encourage international visitors to explore cultural, entertainment and lifestyle experiences in addition to attending football matches and sports events.
Saudi Tourism Authority said the campaign will run across Europe, India, China and Southeast Asia using television, digital and social media platforms. The effort also includes partnerships with online travel agencies and tour operators to package visits around key events and seasonal attractions.
Vision 2030 Goals
The promotion forms part of Saudi Arabia’s Vision 2030 development strategy, which targets 150 million visitors annually by the end of the decade. Tourism has been identified as a central pillar in diversifying the economy beyond oil, with major investments in infrastructure, entertainment and hospitality sectors.
Sky Vacations, one of the campaign’s international trade partners, said it will offer curated itineraries combining marquee events with cultural tours and leisure stays. Packages are expected to highlight Red Sea beaches, desert safaris, heritage exploration and city-based festivals.
International Attention
Ronaldo, who plays for Saudi Pro League club Al Nassr, has already become one of the most visible global figures associated with the country’s sporting profile. His participation in the campaign extends that visibility into tourism, with Saudi officials emphasizing the importance of linking sport to cultural and travel experiences.
The campaign adds to Saudi Arabia’s recent push to attract global visitors by promoting large-scale entertainment events and international sports competitions alongside traditional heritage and natural attractions. Tourism leaders said the initiative underlines the kingdom’s ambition to become a “must-visit” destination for international travelers.
