Cristiano Ronaldo Fronts Saudi Arabia’s Bold New Tourism Campaign
From Football to Festivals: Ronaldo Promotes Saudi Arabia’s Year-Round Attractions
Cristiano Ronaldo stars in Saudi Arabia’s new “Unreal Calendar” tourism campaign, highlighting the kingdom’s cultural festivals, world-class sports events, and ambitious Vision 2030 projects aimed at attracting millions of global visitors.
Riyadh – September 2, 2025: Football legend Cristiano Ronaldo has become the face of Saudi Arabia’s newest global tourism push, unveiling the “Unreal Calendar” campaign that promises travelers far more than just sport.
Launched under the banner “I Came for Football, I Stayed for More”, the campaign highlights Saudi Arabia’s transformation into one of the world’s fastest-growing travel destinations. The film featuring Ronaldo shows him stepping away from the pitch and immersing himself in Saudi’s eclectic mix of sports, fashion, film, and cultural festivals — a reflection of the kingdom’s ambition to be seen as a global hub for entertainment and tourism.
From Formula 1 races in Jeddah and the Esports World Cup in Riyadh, to high-fashion runways and the Red Sea International Film Festival, Saudi’s year-round event calendar has quickly become one of the most diverse in the world. The country is also gearing up to host mega-events such as the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympic Games 2027, and Asian Winter Games 2029.
Tourism officials say these events are more than just entertainment. With an $800 billion investment pipeline, Saudi’s tourism sector is expected to hit $22.4 billion in market value by 2030, creating jobs, boosting infrastructure, and helping the kingdom reach its target of 150 million annual visitors.
“Saudi is cementing its place as a destination that blends cultural authenticity with world-class events,” said Tourism Minister Ahmed Al Khateeb. “This is about offering unforgettable experiences that inspire travelers from around the globe.”
Cristiano Ronaldo, now one of Saudi’s most high-profile residents thanks to his stint in the Saudi Pro League, said the kingdom has surprised him. “The energy of the fans, the ambition, and the respect for tradition — this is where the future of sport is being written,” Ronaldo noted.
The campaign underscores Saudi’s ongoing efforts under Vision 2030 to diversify its economy beyond oil by positioning itself as the beating heart of global sports and culture. Whether it’s camel races in the desert, esports arenas buzzing with young gamers, or international music acts on stage, the “Unreal Calendar” invites the world to discover a Saudi Arabia that is bold, ambitious, and ready to host.
