Celebrities are increasingly flocking to partnerships in the Middle East, from global tourism campaigns to luxury brand endorsements. The trend has seen Hollywood actors, sports legends, and pop culture icons starring in ads for Middle Eastern airlines, tourism boards, and entertainment destinations.
So, what’s behind this star-studded attraction to the Gulf? We’re looking at some recent big-name endorsements in the region, why they’re happening, and how the Middle East has emerged as a magnet for A-list ambassadors.
Star-studded Middle East campaigns
Cristiano Ronaldo X AROYA Cruises
Sports superstars are part of the trend too. Football icon Cristiano Ronaldo, who shocked the soccer world by signing with Saudi club Al Nassr in 2023, is now an ambassador on and off the pitch. Ronaldo alongside long-time partner, model Georgina Rodríguez fronts a new ad campaign for Saudi Arabia’s first luxury cruise line, AROYA Cruises.
Launched in April 2025, the pair plan a family holiday and magically transition their home into a lavish cruise ship, ending with Ronaldo grinning “Yalla, AROYA!” (“Let’s go”). The campaign, rolled out on the couple’s own Instagram and Facebook accounts, shows off panoramic ship views and over-the-top amenities, selling the Arabian cruise experience to the world.
It’s a prime example of how the region’s new tourism ventures are enlisting global celebrities to grab attention. And as one of the most followed people on Instagram, Ronaldo certainly spreads the word.
Kevin Hart X Qatar Airways
Announced December 2024, comedian and actor Kevin Hart partnered with Qatar Airways in a high-profile role, not just doing an ad, but starring in the airline’s new in-flight safety video as its Global Brand Ambassador. There was “no better way to capture attention than with their favourite celebrities,” says Qatar Airways, noting Hart’s star power is a way to make even safety instructions entertaining.
Millie Bobby Brown X Visit Dubai
Millie Bobby Brown, of Stranger Things, recently headlined a tourism film in April 2025 for Visit Dubai, launching the “Find Your Story” campaign starring alongside her fiancé (now husband) Jake Bongiovi.
The short film follows the couple on a whirlwind adventure through Dubai’s souks, futuristic cityscapes, and desert dunes during a layover, highlighting how much excitement a stopover in Dubai can offer.
As Dubai’s tourism CEO Issam Kazim put it, leveraging “strong partnerships with stars from the world of entertainment” enhances the city’s global allure. Allowing them to tap into a younger demographic and pop-culture buzz that traditional ads can’t match.
Ryan Reynolds X Yas Island
Ryan Reynolds was named Chief Island Officer of Yas Island, Abu Dhabi’s entertainment hub, in 2024. In a tongue-in-cheek promo, Reynolds parachutes into Yas Island, taking over a role previously held by Jason Momoa (and before him, Kevin Hart).
The comedic skit shows Reynolds exploring roller coasters and racetracks, bringing his trademark humour to showcase Yas Island’s theme parks and resorts. The message is clear: Yas Island is so fun that it needs a Hollywood star “running” it. By rotating big-name “Chief Officers,” Yas Island stays in the spotlight; as the destination’s CEO said, Reynolds’ global charisma promises to “elevate the Yas Island experience to even greater heights”.
So, what’s drawing them?
Big budgets mean big opportunities
The region’s leaders have big visions (and bigger budgets) to transform their economies, especially via tourism and entertainment. Countries like the UAE, Qatar, and Saudi Arabia are investing billions to become global hubs for travel, sports, and leisure. Campaigns with celebrity faces are a fast-track way to grab the world’s attention and reshape perceptions.
For the celebrities, these deals can also be incredibly lucrative and high-profile. Middle Eastern partnerships often come with hefty paychecks and the chance to be the face of a national campaign rather than just another product. It’s not every day an actor gets to represent an entire city or airline on the global stage. These opportunities to broaden their reach mean celebrities are tapping into new and exciting fan bases that they can capitalise on in their careers.
As Emirates’ SVP of brand put it when choosing actress Penélope Cruz, they wanted “someone classy, stylish, and having modern global appeal” to reflect their image. The Gulf’s brands essentially offer stars a grand platform, from filming in epic locations including desert dunes, skyscrapers, and private islands, to aligning with brands known for luxury and ambition.
Strategic positioning
Gulf brands aren’t using celebs just for glitz, they have calculated goals. The tourism boards want to “broaden perspectives” of international travellers, overcoming negative or outdated images. The new Saudi cruise line wanted to emphasise its “Arabian authenticity” and family-friendly fun, which Ronaldo’s family-man image helped do.
Emirates and Etihad use Hollywood faces to reinforce their luxury positioning. Jennifer Aniston showering in the Emirates A380 or Nicole Kidman enjoying Etihad’s first-class suite are effective metaphors for these airlines’ glamour. In short, the Middle East is strategically tapping into celebrity influence to sell itself as the world’s next great playground for travellers and consumers.
Celebrity FOMO
Celebrities have their own trends, just like us, and with so many peers jumping on the Middle East opportunities, celebrities and their agents want a ‘piece of the pie’. As the region’s profile rises (Qatar hosting the World Cup, or Saudi’s blockbuster investments in sports and entertainment), being associated with the Middle East has become chic. It signals a star is global and forward-thinking.
We’ve gone from an era where Hollywood stars quietly did ads in foreign countries for extra cash, to an era where doing a Dubai or Riyadh campaign is a badge of honour that they proudly share on social media.
A look back at the icons who have endorsed the Middle East
The Middle East has been attracting big names for a while. Here’s a quick recap of the celebrities and their Middle East endorsements in recent years:
- Chris Hemsworth, Experience Abu Dhabi (2024), Expo 2020 Dubai & Emirates (2021) : The Aussie actor joined forces with Emirates to promote Dubai’s World Expo after a delayed pandemic launch, and then worked with Abu Dhabi to promote the emirate’s family friendly adventures.
- Oprah Winfrey, Saadiyat Island (2024): The famous talkshow host collaborated with Experience Abu Dhabi and Saadiyat Island to present Saadiyat Cultural District’s ‘What Moves You’ campaign, featuring a host of well-known figures from the arts world.
- Lionel Messi, Saudi Tourism (2022–2024): The Argentine football legend has been a high-profile tourism ambassador for Saudi Arabia, fronting multiple campaigns. In early 2024 he led the “Saudi. Welcome to Arabia” push, with ads encouraging travellers to “Go Beyond What You Think” about Saudi.
- Penélope Cruz, Emirates Airline (2023): The Oscar-winning Spanish actress became Emirates’ brand ambassador to showcase the airline’s luxury cabins.
- Sofía Vergara, VIA Riyadh (2023): The Modern Family actress brought her glamour to a promo video for VIA Riyadh, a new upscale shopping and entertainment complex in the Saudi capital.
- Jason Momoa, Yas Island, Abu Dhabi (2022-2023): Momoa took on the tongue-in-cheek title of “Chief Island Officer” in 2023, promoting the theme-park-packed destination before passing the baton to Ryan Reynolds.
- Jennifer Aniston, Emirates Airline (2015–2016): Years before Cruz, Emirates teamed with Aniston for a series of light-hearted ads that grabbed global headlines.
- Nicole Kidman, Etihad Airways (2015): The Oscar-winning actress served as Etihad’s brand ambassador, starring in a virtual reality film and global ads for the UAE’s national airline. In 2016, Etihad released a 360-degree VR experience featuring Kidman aboard its A380, giving viewers an immersive tour of the plane’s luxury cabins.
As this list shows, the Middle East has been courting A-listers for quite some time, but the efforts have ramped up notably in the last couple of years. The region’s brands from airlines to entertainment districts, are now consistently seeking out global icons to represent them. It’s a relationship that elevates the reach of everyone in the partnership.
So, in short, what’s drawing A-listers to the Middle East is a mix of ambition, allure, and ample rewards. It’s a Hollywood-meets-Arabia love affair, and for the foreseeable future, the red carpet through the desert is rolled out and ready. By getting A-listers on board, Middle Eastern brands are telling the world: if it’s good enough for these superstars, it’s worth checking out!
