The Saudi Tourism Authority launched this year’s Saudi tourism campaign, “Unreal Calendar”, starring football icon Cristiano Ronaldo, who declared: “I came to do what I love, but I stayed for more.”
The campaign aims to highlight the diversity and wealth of upcoming events taking place in the Kingdom. The campaign will target several main global markets, including Europe, India and China. Ronaldo features in the campaign video, which the Al-Nasser star shared on his social media.
Highlights from the sports events range from Formula 1 races, LIV Golf Riyadh, tennis, boxing and the Saudi Pro League, which has attracted some of the sport's most famous stars.
Saudi Arabia is also gearing up to host the AFC Asian Cup 2027, Esports Olympics Games 2027, Asian Winter Games 2029 and FIFA World Cup 2034, promising to offer an unforgettable experience for fans from across the globe.
Beyond sports, the Kingdom will host Riyadh Fashion Week, the International Red Sea Film Festival, Soundstorm, and the Saudi Seasons events that are held in each of Riyadh, Diriyah and AlUla, offering world-class entertainment for everyone.
Minister of Tourism Ahmed Al-Khateeb said: “Today, Saudi is cementing its place as a global destination that combines cultural authenticity, warm hospitality, and the thrill of world-class events.”
“In the tourism sector, we remain steadfast in our commitment to developing a seamless landscape that inspires the world and provides visitors with unforgettable experiences.”
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, said: “This campaign with CR7 is a showcase of Saudi today, and our ambitions. Tourism is a core component of our vision, and we are continuously expanding our offerings.”
For his part, Ronaldo expressed his pride in being part of Saudi Arabia’s ambitious journey to cement its position as a major global platform to host major international sports events. “This reflects its renewed strategic vision,” he remarked.
He admired how Saudi Arabia honors its heritage, roots and values while building for the future. “It embodies a unique model that brings together national identity with openness to the world,” he stressed.
