Saudi Arabia has launched a new tourism campaign titled the "Unreal Calendar," featuring football star Cristiano Ronaldo, to promote the Kingdom as a year-round destination for international visitors.
The campaign carries the message "I Came for Football, I Stayed for More," highlighting how visitors drawn by sport can go on to discover a wider range of experiences across the country. It spotlights sports, entertainment, cultural, fashion, and heritage events throughout the year.
Featured destinations include الرياض, جدة, and العلا, showcasing a mix of modern attractions and heritage sites. Among the highlighted events are the Esports World Cup, Formula 1, LIV Golf Riyadh, tennis, boxing, and دوري روشن السعودي (Saudi Pro League) football.
Who the campaign targets
The initiative is aimed at audiences in Europe, India, and China, three markets with growing numbers of travelers interested in sports and leisure tourism. By pairing one of the world's most recognizable athletes with the Kingdom's packed events calendar, the campaign seeks to turn short sports visits into longer, broader trips.
For residents and expats, the campaign reflects the Kingdom's continued push to position itself as a global events hub, which often means more international fixtures, concerts, and cultural programs to attend locally. No campaign-specific visa fee, ticket price, validity period, or application process was announced, and no new procedures were introduced for government platforms. سعودي ليفنج will share further details as they become available.
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