Saudi Tourism Launches Ronaldo-Led Global Campaign

The Saudi Tourism Authority has launched a new global campaign titled “I Came for Football, I Stayed for More,” rolled out in September 2025 under the Kingdom's wider tourism identity, “Saudi, Welcome to Arabia.” The campaign features football star Cristiano Ronaldo as its headline ambassador.

The initiative is designed to draw international visitors by combining the pull of sport with a broader offering that spans culture, entertainment, fashion, and year-round travel experiences. It targets key markets across Europe, India, and China, encouraging travellers who arrive for major sporting moments to extend their stay and explore more of the country.

The campaign supports Saudi Arabia's ambitious goal of welcoming 150 million visitors by 2030, a target that sits at the heart of the Kingdom's efforts to position itself as a leading global destination.

Why it matters

For residents and expats, the growing tourism push continues to shape life across cities like الرياض and جدة, with expanding events, attractions, and seasonal programming throughout the year. A stronger international spotlight often translates into more entertainment options, hospitality investment, and job opportunities in the tourism and services sectors.

By linking the campaign to one of the world's most recognisable athletes, the Authority aims to reach new audiences and reinforce the message that the country offers experiences beyond sport — from heritage sites to modern entertainment destinations.

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