Desk Reports:
The Saudi Tourism Authority (STA) has launched its new global campaign, ‘Saudi, Welcome to Arabia’, a consumer-friendly brand that features CR7-famous footballer Cristiano Ronaldo, who is now an honorary resident of Saudi Arabia.
The campaign, which will run in key markets including Europe, India and China, will highlight the long season of world-class sports, entertainment, film, fashion and cultural events that are set to kick off in Saudi Arabia, under the slogan ‘I Came for Football, I Stayed for More’.
The video campaign features Ronaldo participating in various events with the audience. The visual footage, which gradually transitions from black and white to color, reflects the changes, excitement and future ambitions of Saudi Arabia.
The campaign highlights a variety of sporting and entertainment events taking place throughout the year across Riyadh, Jeddah and Al Ula, including the FIFA World Cup 2034, the AFC Asian Cup 2027, the e-Sports Olympic Games 2027 and the Asian Winter Games 2029.
In addition, Saudi Arabia is establishing itself as a global sports hub through international events such as Formula One, the Dakar Rally, the Ultimate Fighting Championship (UFC), the Pro Fighters League (PFL), LIV Golf, the Saudi Pro League (RSL), World Wrestling Entertainment (WWE), and the e-Sports World Cup.
Saudi Arabia’s calendar is becoming increasingly rich not only in sports but also in culture and entertainment, including Riyadh Fashion Week, the Red Sea International Film Festival, the Arts Biennale and other seasonal events.
“By including Ronaldo in the campaign, we are presenting a modern Saudi Arabia. Our goal is to attract 150 million visitors by 2030,” said Fahd Hamiduddin, CEO of the Saudi Tourism Authority.
Ronaldo said, “Being part of this Saudi journey means a lot to me. From sports to culture and heritage; Saudi Arabia is building a future that combines everything.”
As part of Vision 2030, Saudi Arabia is investing heavily in diversifying its economy and expanding its tourism sector. By 2030, the country’s events sector will be worth an estimated $22.4 billion and contribute about $16.5 billion to GDP.
The ‘Saudi, Welcome to Arabia’ brand aims to position Saudi Arabia as the world’s fastest growing tourism destination and ensure exciting experiences for travelers all year round.
