RIYADH: International soccer icon Cristiano Ronaldo has joined Saudi Arabia’s newest tourism campaign, with the kingdom aiming to attract international visitors with a mix of history, culture and modern entertainment.
Unveiled under the title “I Came for Football, I Stayed for More”, the campaign not only places Saudi Arabia in the sporting spotlight but also showcases its destinations of year-round sunshine from the vibrant cities of Riyadh and Jeddah to historic landscapes of AlUla, Red Sea resorts and desert adventures.
A short movie with Ronaldo subjects him to deeper cultural celebrations, in terms of heritage landmarks and to contemporary experiences. In the commentary, Portuguese legend speaks of the country as being where “tradition bows to the past while building for the future,” which is an echo of the country’s balance between tradition and contemporary.
The Saudi Tourism Authority announced that the campaign will be rolled out in Europe, India, China, and Southeast Asia through TV, digital, and social media channels. It will be accompanied by international travel companies with customised packages that combine sporting events with cultural tours, beach vacations, and city carnivals.
The push is part of Saudi Arabia’s Vision 2030 masterplan, which aims for 150 million annual visitors at the end of the decade as the kingdom spends big on infrastructure, entertainment and hospitality in a bid to diversify its economy away from oil.
For Ronaldo, who plays his trade with Al Nassr in the Saudi Pro League, the assignment is an extension of his growing identification with the country. Now, it’s the face of football plans. He is now selling a broader message – that Saudi Arabia can open up to the world, not only for the beautiful game but also for its rich history, vibrant events, and natural beauty.
Tourism authorities assert that the campaign highlights the nation’s ambition to enter the world’s “must-visit” club, connecting the global appeal of one of the sport’s most prominent stars to Saudi Arabia’s rebirth as a tourist destination.
