Saudi Arabia Bets Boldly on Cristiano Ronaldo to Boost Tourism
Saudi Arabia is betting that Cristiano Ronaldo can do for tourism what oil once did for its economy.
The Portuguese superstar’s 2022 move to Al Nassr was more than a football transfer—it marked the start of a strategy to use sports and entertainment as engines for tourism growth under Vision 2030. The Kingdom wants tourism to contribute 10% of GDP by 2030, up from 3% today.
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Ronaldo’s arrival instantly boosted the Saudi Pro League’s profile, attracting global broadcasting deals, sold-out stadiums, and international fans who now travel to see him play while exploring the Kingdom’s attractions.
Other football icons—Karim Benzema, Neymar, and N’Golo Kanté—have since joined, but Ronaldo remains the central figure in Saudi’s global brand push.
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To build on his stardom, Saudi Arabia unveiled the UNREAL Calendar, packed with global events including the WTA Finals in Riyadh, Formula 1 in Jeddah, MDLBEAST Soundstorm, AlUla cultural festivals, and Riyadh and Jeddah Seasons.
The aim is to attract visitors for sports and keep them for concerts, heritage experiences, and luxury tourism.
While the strategy carries risks—given the costs of star players and the need for robust infrastructure—Saudi leaders see Ronaldo as a catalyst to put the Kingdom on the global tourism map.
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