Football legend Ronaldo stars in Saudi Tourism’s new global campaign

Saudi Tourism Authority (STA) has launched its latest global tourism campaign, ’Unreal Calendar,’ featuring its most high-profile resident, footballer Cristiano Ronaldo. 

 

Targeting key markets in Europe, India and China, the campaign leverages television, social media, digital platforms and online travel agencies to showcase the kingdom’s growing lineup of major sports, entertainment and cultural events."

 

With the tagline ’I Came for Football, I Stayed For More,’ it highlights the growing range of events beyond football that Saudi offers. 

 

Footballer Ronaldo, who plays for Riyadh’s Al-Nassr club, features prominently throughout the campaign, attending leading events across Saudi and reflecting on the passion of the fans and the diversity of experiences available.

 

These include everything from major international sports competitions to cultural festivals, music performances, film screenings and fashion shows. 

 

“What I admire most about Saudi is how it honours its roots while building for the future,” he says. “From camels to horses, racing to esports, from the desert to the stadium — this is a place where every young athlete can dream big.”

 

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The Unreal Calendar campaign not only spotlights Saudi’s expanding event portfolio — including upcoming international tournaments such as the FIFA World Cup 2034 and AFC Asian Cup 2027 alongside cultural fixtures such as Riyadh Fashion Week and the Red Sea International Film Festival — but also promotes specially designed tourism packages. 

 

These curated packages aim to simplify travel arrangements for international visitors, making it easier to access and experience the kingdom’s attractions and events.

 

Commenting on the new campaign, Minister of Tourism and Chairman of the STA’s Board of Directors 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.”

 

With a national tourism target of 150 million visitors by 2030, Saudi Arabia is accelerating its development as a year-round destination. 

 

This marks the second collaboration between Ronaldo and Saudi’s travel industry, following his appearance alongside fiancée Georgina Rodríguez in a digital campaign for Saudi’s Aroya Cruises launched in April. 

 

For more information, visit www.sta.gov.sa