The Saudi Tourism Authority has launched a new global campaign under the slogan "I came for football, and I stayed to enjoy more," a phrase said by Cristiano Ronaldo in a video on his Instagram account, which garnered over a million likes in just a few hours.
Although a simple statement, this sentence carried a profound message that reflects the essence of the new Saudi Tourism Authority campaign. This new initiative, with Cristiano Ronaldo at the forefront aims to emphasise that Saudi Arabia is no longer just a sports destination, but has become an all-encompassing hub that embraces various colours of cultural, entertainment, and artistic events.
The campaign aims to highlight the growing role of the Kingdom as a major destination for hosting the largest global events. After football matches, particularly the Roshn Saudi League became a magnet for fans from around the world, Saudi Arabia is also preparing to host massive tournaments such as the E-Sports World Cup, the WTA Finals, various Formula 1 races, and of course, the internationally renowned LIV Golf Championship, in addition to a wide variety of boxing and wrestling tournaments, placing it at the heart of the international sports scene.
The ambitions of the Kingdom do not stop at the present, as the campaign coincides with Saudi Arabia’s preparations to host the anticipated Asian Cup 2027, the E-Sports Olympics in the same year, in addition to the 2029 Winter Asian Games in NEOM, culminating in early preparations to host the FIFA World Cup 2034, which enhances its presence on the global sports scene for decades to come.
In addition to sports, the campaign emphasises the diversity of the cultural and artistic scene in Saudi Arabia, where major events such as the Red Sea International Film Festival, Riyadh Fashion Week, and Soundstorm music festival, along with other global and exceptional events, continue to take place. Moreover, the Seasons of Saudi Arabia have become a hallmark of entertainment in cities like Riyadh, Diriyah, and AlUla. This diversity solidifies the image of the Kingdom as a comprehensive destination that offers visitors a chance to discover rich experiences that combine authentic hospitality with stunning modernity.
Tourism Minister Ahmed Al-Khatib emphasised that the campaign highlights the convergence of the authenticity of Saudi culture and the warmth of hospitality with the splendour of global events. Meanwhile, the CEO of Saudi Tourism Authority, Fahd Hamid Al-Din, pointed out that the launch of a global events schedule reflects a new phase of early promotion in international markets, thanks to the close cooperation between local and global partners.
As for Cristiano Ronaldo, he expressed his pride in being part of this campaign, confirming that what distinguishes Saudi Arabia is its adherence to its national identity while being open to the world, making it a destination where visitors experience an exceptional blend of sports passion and cultural and entertainment enjoyment.
What does the events schedule offer?
The events schedule announced by the Saudi Tourism Authority is not limited to sports only, but extends to include a wide range of cultural, artistic, and recreational activities that suit all tastes and ages. It offers renewed opportunities for visitors to enjoy theatrical performances, global music concerts, film festivals, as well as visual arts exhibitions and fashion weeks that blend local designs with global creations.
Not only that, but the program also includes family activities targeting children and youth, through educational and interactive activities that combine fun and knowledge, in addition to heritage events that introduce visitors to the authentic Saudi culture, with its folk arts, traditional markets, and handicrafts that reflect the depth of national identity. The program also features events dedicated to adventure and travel enthusiasts, such as desert festivals, camping experiences in AlUla, and marine activities along the Red Sea coasts.
These events target major global markets such as Europe, China, and India, in addition to the Gulf countries and the Middle East. Through these efforts, Saudi Arabia aims to attract a diverse range of visitors. Some come motivated by the pursuit of major sports championships, others are drawn to arts, cinema, and music, while some seek relaxation and luxury in world-class resorts, or adventures in beautiful nature. All of these options make Saudi Arabia a rich and integrated destination capable of meeting various aspirations.
