Ronaldo Fronts Saudi Tourism's Global Campaign

The Saudi Tourism Authority has launched a new global campaign titled "Unreal Calendar" under the consumer brand "Saudi, Welcome to Arabia," featuring international football star Cristiano Ronaldo. The campaign went live in September 2025, targeting audiences across Europe, India, and China.

Built around the theme "I Came for Football, I Stayed for More," the campaign invites travelers to discover everything the Kingdom offers beyond sport. It showcases a year-round line-up of events spanning sports, entertainment, film, fashion, culture, and heritage.

Among the highlighted destinations are Riyadh, Jeddah, and AlUla — three locations that together reflect the Kingdom's mix of modern city life, coastal attractions, and historic landscapes. The campaign positions these cities as must-visit stops for international travelers.

Why it matters

For residents and expats, the campaign is another sign of Saudi Arabia's growing profile as a destination for global visitors. The focus on diverse experiences — from live entertainment to cultural and heritage sites — reflects the broader push to grow tourism across the country and give travelers more reasons to extend their stay.

By pairing a globally recognized sports figure with a message that goes beyond football, the campaign aims to reach a wide international audience and encourage them to explore the Kingdom's cities and attractions throughout the year.

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