Saudi Arabia has launched a high-impact global tourism campaign with football icon Cristiano Ronaldo as its star, marking a bold move to spotlight the Kingdom’s booming events calendar and its transformation into a year-round destination for sport, culture, and entertainment. Titled “Unreal Calendar,” the new campaign — released Tuesday by the Saudi Tourism Authority (STA) — features a sleek 60-second film narrated by Ronaldo. The Al-Nassr striker is seen taking in major sporting spectacles and cultural moments across the country, ending with the message: “I came for football, I stayed for more.”
The campaign will run across key international markets, including Europe, India, and China, targeting global travelers with curated travel packages that make it easier to experience the action in Riyadh, Jeddah, and AlUla.
Sporting Ambitions, Tourism Goals
Saudi Arabia is not just building stadiums, it’s building a strategy. Backed by $800 billion in tourism investment, the Kingdom has committed to hosting some of the world’s largest sporting events, including the FIFA World Cup 2034, AFC Asian Cup 2027, Olympic Esports Games 2027, and Asian Winter Games 2029. The Unreal Calendar also highlights regular fixtures like Formula 1, the Esports World Cup, LIV Golf Riyadh, and the Saudi Pro League, where Ronaldo and other global football stars have elevated the local game’s profile. The campaign reflects a broader push under Vision 2030, which aims to attract 150 million visitors annually and generate $16.5 billion in tourism-related GDP by the end of the decade.
Ronaldo’s involvement signals a major shift in the Kingdom’s soft power play. Since joining Al-Nassr in 2022, the Portuguese legend has become one of Saudi Arabia’s most prominent cultural exports — and now, its tourism ambassador. “Being part of Saudi’s journey as a global sports hub has been truly special and somehow unexpected for me a few years ago,” Ronaldo said. “From the energy of the fans to the scale of ambition — this is where the future of sport is being written.”
Tourism Minister Ahmed Al-Khateeb, who shared the campaign on social media, said the Kingdom is now firmly on the map as a tourism and events powerhouse. “Saudi is cementing its place as a global destination that combines cultural authenticity, warm hospitality, and the thrill of world-class events. We remain committed to developing a seamless landscape that inspires the world and provides unforgettable visitor experiences,” he remarked.
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, added: “This campaign with CR7 is a showcase of Saudi today, and our ambitions. From world-class events to iconic sites and breathtaking landscapes, Saudi is a land of discovery.”
