Saudi Arabia has unveiled a high-impact global tourism campaign featuring football star Cristiano Ronaldo, aimed at promoting the Kingdom’s vibrant events calendar and its transformation into a year-round center for sports, culture, and entertainment. This campaign is named “Unreal Calendar” and was officially launched by the Saudi Tourism Authority (STA). The campaign showcases a polished 60-second video narrated by Ronaldo, depicting major sporting events and cultural highlights across the Kingdom, concluding with the phrase: “I came for football, I stayed for more.”

The initiative targets international markets including Europe, India, and China, with specially curated travel packages designed to facilitate experiences in Riyadh, Jeddah, and AlUla.

Sporting Ambitions and Tourism Goals

Saudi Arabia is not merely focusing on infrastructure; it is also formulating a broader strategy. With a staggering investment of $800 billion in tourism, the Kingdom is committed to hosting preeminent global 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 recurring attractions such as Formula 1, the Esports World Cup, LIV Golf Riyadh, and the Saudi Pro League, which has propelled the local sports scene with stars like Ronaldo.

The campaign aligns with Vision 2030, which strives to attract 150 million annual visitors and to generate $16.5 billion in tourism-related GDP by the decade’s conclusion.

Ronaldo’s involvement marks a significant transition in the Kingdom’s soft power approach. Having joined Al-Nassr in 2022, he has evolved into one of Saudi Arabia’s most significant cultural exports and is now acting as 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,” said Ronaldo. “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 emphasized on social media that the Kingdom is now recognized globally as a tourism and events powerhouse. “Saudi is solidifying its position as a global destination that combines cultural authenticity, warm hospitality, and thrilling world-class events. We remain dedicated to creating a seamless landscape that inspires everyone and provides unforgettable experiences for visitors,” he commented.

Fahd Hamidaddin, CEO of the Saudi Tourism Authority, mentioned: “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 truly a land of discovery.”