When Cristiano Ronaldo, Saudi Arabia’s most famous resident and footballing icon, whispers those unforgettable words, “I came for football, I stayed for more,” he isn’t just speaking for himself. He’s speaking for every visitor drawn to the Kingdom’s irresistible offerings of sport, culture, and desert magic. And this is the very essence of the Saudi Tourism Authority’s dazzling new “Unreal Calendar” campaign.
A glimpse of the extraordinary
Kicking off in style in this new campaign with Cristiano Ronaldo at the helm, the football star takes viewers on a ride through the Kingdom’s most exciting moments. From high-energy sports events like Formula 1 and Esports World Cups to cultural spectacles and heritage celebrations, Ronaldo immerses himself in Saudi’s vibrant atmosphere, highlighting the depth and breadth of the country’s diverse offerings and position as a premier destination for sports, culture, and entertainment to reveal a world of endless possibilities.
A cultural revelation
Launching this bold campaign across Europe, India, and China, Saudi is inviting the world to see the Kingdom through a captivating lens. From Riyadh, Jeddah, and AlUla to every hidden gem in between, the promotional drive promises a continuous calendar of sporting, entertainment, fashion, and cultural events tailored into incredible packages.
A reality made bold, FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympic Games 2027, Asian Winter Games 2029 are all just the beginning of the Kingdom’s global event roadmap. Regular calendar highlights include the Esports World Cup, Formula 1, LIV Golf Riyadh, Tennis, and the Saudi Pro League, cementing Saudi Arabia’s status as a thriving international events powerhouse.
“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.” – Ahmed Al Khateeb, Minister of Tourism
This campaign is an invitation to all to explore a land where the past and future collide in a multitude of spectacular and surprising ways.
Ronaldo as your guide to the new Saudi experience
Since his 2022 move to Al-Nassr, Ronaldo has become more than a footballer in a new league. He has become a symbol of Saudi modernity and ambition. His recent contract extension through 2027 is basically him telling the world he has fallen in love with what the Kingdom is becoming.
“Being part of Saudi Arabia’s journey as a global sports hub has been truly special and somehow unexpected for me a few years ago. Today, the truth is, that from the energy of the fans to the scale of ambition – this is where the future of sport is being written. What I admire most about Saudi is how it honours its roots while building for the future. From camels to horses, racing to esports, from the desert to the stadium – this is a place where every young athlete can dream big.” – Cristiano Ronaldo
Through his words, you feel the Kingdom’s rhythm, the pulse of Saudi’s incredibly rich heritage, the rush of modernity, and above all, the power of possibility.
Under the sweeping vision of Saudi Vision 2030, the Kingdom is backing tourism and events with bold investment. A staggering $800 billion has been earmarked to make Saudi Arabia a world-class tourism destination. By 2030, the sector aims to hit $22.4 billion in market value and contribute $16.5 billion to GDP.
As Fahd Hamidaddin, CEO of the Saudi Tourism Authority, declares:
“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.”
Saudi Arabia’s “Unreal Calendar” is no doubt a ride packed with experiences that’ll keep you on the go. Imagine exploring ancient AlUla’s majestic landscapes, then revving up for a Formula 1 showdown in Riyadh, and winding down with a stroll through museums and heritage markets. With Cristiano Ronaldo at the helm and showing visitors the possiblilities, it’s clear the Kingdom has a lot more to offer beyond the football pitch; and we want to experience all of it!
Also read: The ultimate guide to UNESCO Heritage Sites in Saudi Arabia – Rihlat Travel News
