Saudi Tourism Authority (STA) has rolled out a global campaign featuring footballer Cristiano Ronaldo.

Ronaldo, who joined Al Nassr in December 2022, reveals the options the country has to offer with regards to other sporting events (tennis, Formula 1, boxing) as well as cultural events. Ronaldo compares the other sports to what he faces in football and reveals the country's 'Unreal Calendar' - the offerings for tourists in the country.

What we think about it: Saudi Arabia continues to change its image of a sporting country. While many sports fans associate Ronaldo and football with the country, this film showcases the other sports the country has to offer as it looks to diversify its economy and expand tourism. Also, is it just a matter of time before cricket appears in the country's 'Unreal Calendar'?

Ahmed Al Khateeb, minister of tourism, Saudi, said, "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."

Fahd Hamidaddin, CEO, Saudi Tourism Authority, added, “This campaign with Ronaldo is a showcase of Saudi today, and our ambitions. Tourism is a core component of our vision, and we are continuously expanding our offerings. Since 2018 we’ve hosted over 100 major international events, and as our calendar continues to expand, we’re on track to reach our goal of 150 million visitors by 2030.  From world class events to iconic sites and breathtaking landscapes, Saudi is a land of discovery.  We are committed to welcoming the world to join us in the Heart of Arabia, to stay a while and witness the future unfold in real time.”

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