Saudi Arabia has launched a new global tourism campaign under the slogan “I Came for Football, I Stayed for More,” featuring football star Cristiano Ronaldo. The campaign invites travelers worldwide to discover the Kingdom beyond sport, as part of its push to welcome 150 million visitors by 2030.
The campaign promotes a wide mix of experiences across sports, entertainment, culture, film, fashion, and major events. It spotlights three key destinations: الرياض, جدة, and العلا, each offering a distinct blend of modern attractions and heritage.
Reaching new markets
The campaign targets international audiences in Europe, India, and China, positioning Saudi Arabia as a year-round destination for diverse travelers. By pairing a globally recognized sporting figure with the country's cultural and entertainment offerings, the initiative aims to broaden the appeal of the Kingdom to first-time visitors.
The 150 million visitor target by 2030 includes both domestic and international travelers, reflecting the growing role of tourism in the national economy and its alignment with رؤية السعودية 2030.
For residents and expats, the campaign signals continued investment in entertainment, events, and cultural venues across major cities — meaning more activities, festivals, and leisure options throughout the year. As destinations like العلا and the entertainment scenes in الرياض and جدة expand, both visitors and locals stand to benefit from an increasingly vibrant lifestyle landscape.
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