Can football, culture and entertainment together position Saudi Arabia as a year-round global tourism destination?
The Saudi Tourism Authority (STA) has launched “I Came for Football, I Stayed For More”, a global campaign starring Cristiano Ronaldo, to showcase Saudi Arabia as a destination offering far more than sport. Launching across Europe, India, and China, the initiative highlights the Kingdom’s diverse calendar of world-class events—from FIFA World Cup 2034, AFC Asian Cup 2027, and Formula 1, to Riyadh Fashion Week, Red Sea International Film Festival, and Jeddah & Riyadh Seasons.
Ronaldo narrates the journey, showing how the energy of live sports and the richness of culture converge to make Saudi a dynamic destination. With Vision 2030 driving $800 billion in tourism investments, the Kingdom aims to attract 150 million visitors by 2030, while boosting infrastructure, employment, and youth participation. By integrating sports, culture, and entertainment, Saudi is cementing its place on the global stage as a hub for unforgettable experiences. Explore Saudi’s Unreal Calendar here.
At a Glance:
- Campaign: “I Came for Football, I Stayed For More” featuring Cristiano Ronaldo
- Markets: Europe, India, China
- Sports Highlights: FIFA World Cup 2034, AFC Asian Cup 2027, Formula 1, LIV Golf, Saudi Pro League, Esports World Cup
- Cultural & Entertainment Highlights: Riyadh Fashion Week, Red Sea International Film Festival, Seasons in Riyadh & Jeddah, music and comedy acts
- Vision 2030 Goals: $22.4B tourism market value, $16.5B GDP contribution, 150M visitors by 2030
- Investments: $800B in tourism infrastructure, stadiums, arenas, and grassroots programs
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