The Saudi Tourism Authority (STA) has introduced its new global initiative under its consumer branding "Saudi, Welcome to Arabia," featuring football icon Cristiano Ronaldo. The initiative, named "I Came for Football, I Stayed For More," aims to promote Saudi Arabia as a leading destination for sports, culture, and entertainment all year long.
Launching in key markets in Europe, India, and China, this campaign underscores Saudi Arabia's emerging role on the global map as a center for significant international events. The promotional video captures Ronaldo's experiences throughout the Kingdom's lively event schedule, showcasing his initial trip for football alongside the diverse experiences that motivated him to extend his stay. The video highlights the excitement of live events, the passion of local supporters, and the Kingdom's transforming cultural landscape.
Cristiano Ronaldo, who is currently playing in the Saudi Pro League, remarked: "Being part of Saudi's evolution as a global sports hub is incredibly special and somewhat surprising to me a few years back. The reality is that from the vibrancy of the fans to the scope of ambition — this is where the future of sports is unfolding."
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This campaign supports Saudi Arabia's wider objectives under Vision 2030, which seeks to diversify the economy and dramatically increase the tourism sector's growth. The government has pledged $800 billion towards tourism, aiming to draw in 150 million visitors annually by 2030.
The sector is expected to attain a market value of $22.4 billion and contribute $16.5 billion to the GDP by the decade's end.
His Excellency Ahmed Al Khateeb, Minister of Tourism, declared: "Today, Saudi is solidifying its status as a worldwide destination that blends cultural authenticity, warm hospitality, and the excitement of premier events."
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, stated: "This campaign featuring CR7 showcases what Saudi is today and our aspirations for the future. Since 2018, we've hosted over 100 prominent international events, and as our schedule continues to grow, we are on track to meet our target of welcoming 150 million visitors by 2030."
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Saudi Arabia is getting ready to host a number of prominent events, including the FIFA World Cup 2034, the AFC Asian Cup 2027, the Esports Olympic Games 2027, and the Asian Winter Games 2029. The Kingdom's existing calendar already features events such as the Formula 1 Saudi Arabian Grand Prix, Esports World Cup, LIV Golf Riyadh, Riyadh Season, Red Sea International Film Festival, and Riyadh Fashion Week.
The tourism authority is also striving to enhance accessibility for travel to Saudi by offering curated travel packages and expanding infrastructure with venues, hotels, and transportation options. The campaign will be disseminated through television, social media, digital platforms, and online travel agencies (OTAs).