Saudi Tourism Authority (STA) has launched its latest global campaign, “I Came for Football, I Stayed for More,” fronted by football legend Cristiano Ronaldo. The campaign showcases Saudi Arabia as more than a sports hub, offering an ever-expanding calendar of world-class events in sports, fashion, culture, and entertainment.
Saudi’s year-round calendar spans world-class sports, culture, and entertainment across Riyadh, Jeddah, and AlUla. From hosting mega tournaments like the FIFA World Cup 2034, AFC Asian Cup 2027, Esports Olympic Games, and Asian Winter Games, to regular fixtures such as Formula 1, LIV Golf, the Esports World Cup, and the Saudi Pro League, the Kingdom is firmly positioned as a global sports hub.
Beyond sports, its growing cultural calendar features Riyadh Fashion Week, the Red Sea International Film Festival, Arts Biennales, and the celebrated Riyadh and Jeddah Seasons, offering music, comedy, and performances by international and regional stars—ensuring something for every visitor.
Aligned with Vision 2030, Saudi Arabia is investing $800 billion to diversify tourism. Saudi Arabia’s legacy as a leader in both global sports tourism and entertainment in general is being shaped by investments in stadiums, arenas, and grassroots initiatives.