How did Cristiano Ronaldo change the image of marine tourism in Saudi Arabia?

In recent years, Saudi Arabia has witnessed major transformations in its tourism sector, driven by Vision 2030, which aims to diversify national income sources and attract more visitors from around the world.

One of the most prominent initiatives that emerged and distinguished itself in this field was the launch of AROYA Cruises , the first Saudi brand specializing in luxury cruises.

But the real turning point that propelled the brand onto the global stage was the appointment of legendary football star Cristiano Ronaldo as an ambassador for the 2025 campaign, a move that combined the power of celebrity advertising with the values of authenticity and Arab hospitality.

Saudi Cruises before AROYA Cruises Before the launch of Aroya Cruises, cruises in Saudi Arabia were limited in scope and were often associated with outbound tourism or Hajj and Umrah trips.

However, with the development of infrastructure and the rise in demand for luxury tourism experiences , the need arose for a local brand that offers a marine experience of international standards, targeting families, young people, and tourists of various nationalities.

Aroua Cruises: A New Beginning in the World of Luxury Cruises AROYA Cruises was established as a project of the Saudi Public Investment Fund, to be a leading platform for providing luxury cruises that combine Arab authenticity with global modernity. From the beginning, it has focused on:

Providing a variety of entertainment programs and family activities. Highlighting Saudi hospitality in every detail of the trip. Attracting local and international tourists through innovative offers and high-end services. But the biggest challenge was: How can we get this message across to the world and break the stereotype about marine tourism in the region?

Why was Cristiano Ronaldo chosen to star in the advertising campaign? Choosing Cristiano Ronaldo as the campaign's ambassador wasn't a random decision. Rather, it came after careful consideration of the market and target audience. Not only is he one of the world's most famous football players , but he also has a family appeal and a positive image in Saudi Arabia since joining Al-Nassr. He has over half a billion followers on social media and is considered one of the most influential figures in the world.

Company officials' statements about Ronaldo's selection Turki Kari, the company’s marketing executive, said :

"Cristiano Ronaldo and Georgina Rodriguez align with our brand vision, and working with them was a very exciting step in our journey. We pride ourselves on innovation and excellence as the first Arab cruise line..."

He added in another context:

"The campaign with Ronaldo and Georgina showed the world that Saudi cruises can combine entertainment, family, and authenticity. The results exceeded our expectations in terms of social media engagement and increased bookings."

In official statements by Ronaldo himself, he said:

"Georgina and I are delighted to be part of this campaign together, and we are looking forward to taking our family on a cruise. We enjoy the Saudi lifestyle, and Aroua Cruise has an authentic Arabian feel, from its design to its cuisine."

Advertising campaign objectives According to statements made by company officials and published in several press reports, the campaign focused on achieving the following objectives:

Changing the stereotype of cruise tourism in Saudi Arabia: Showcasing the Kingdom as a modern, safe, and family-friendly cruise destination. Attracting a new global audience: Leveraging Ronaldo's fame to attract tourists from Europe, Asia, and Latin America. Boost brand confidence: Associate the AROYA Cruises name with values of quality, safety, and innovation. Increase booking rates: Achieve significant growth in bookings from local and international markets. Aroya Cruz's advertising campaign messages featuring Cristiano Ronaldo

message

the details

Focus on the family Television and digital ads featured scenes of Ronaldo and his family enjoying a variety of activities onboard: children's games, family dinners, and exploring Saudi Arabia's coastal destinations. This highlighted that cruises are no longer limited to the wealthy or elderly, but have become an accessible and enjoyable experience for Arab families of all ages. Highlighting Arab authenticity and hospitality The campaign focused on highlighting AROYA Cruises' authentic Arab identity through Saudi heritage-inspired décor, local cuisine, artistic performances, and scenes of Ronaldo tasting Saudi dishes or participating in heritage events. All of this lent the campaign credibility and appeal to tourists seeking authentic and unique experiences. Combining global and local The campaign combined Ronaldo's image as a global star with Saudi identity, delivering a dual message: Saudi Arabia is capable of offering world-class tourism experiences, and the Kingdom celebrates its culture and traditions, attracting new segments of tourists, particularly European and Asian families seeking safe and culturally rich destinations. Campaign results and their impact on marine tourism 1- High booking rates and global interest Since launching its cruises in December 2024, AROYA Cruises has welcomed more than 92,250 passengers in the first four months alone, including 38,000 visitors during Ramadan alone.

Turki Kari, the company's Executive Director of Marketing, noted that the tourist route witnessed strong demand from first-time travelers from Saudi Arabia and the Gulf states, as well as international travelers from Europe, Russia, and Central Asia. This reflects the campaign's success in attracting new segments from local and international markets and significantly expanding the customer base.

2- Changing the stereotype about Saudi tourism Saudi tourism has long been associated with Hajj, Umrah, and deserts, but with Ronaldo's emergence as an ambassador for cruises, a new image has begun to take shape:

Saudi Arabia as a luxury cruise destination. Family, entertainment and cultural experiences. This transformation would not have been as powerful without Ronaldo's popularity and ability to appeal to a diverse global audience.

Without leveraging the power of advertising with celebrities like Ronaldo, leveraging his popularity and ability to address a diverse global audience, this massive transformation would not have happened.

3- Increase brand confidence Having a global celebrity like Ronaldo lends the brand additional credibility, especially among international audiences who are hesitant to try new destinations. The campaign's focus on safety, quality, and a variety of activities also boosted Arab families' confidence in taking a cruise for the first time.

Advertising Message Analysis: Why Was the Campaign Successful? The campaign focused on highlighting the values of family, authenticity, and celebrating shared moments—values that resonate strongly in Arab societies and resonate globally. Ronaldo's appearance with his family in a Saudi seaside setting sent a direct message that the sea experience with AROYA Cruises is a natural extension of the community's values, and not alien or alien to the target audience. The campaign relied on a credible and charismatic influencer like Cristiano Ronaldo, who gave the advertising messages a more realistic and impactful feel. Ronaldo wasn't just the face of the campaign, but was actively involved in the brand experience, which led to increased engagement and participation on social media and increased the credibility of the campaign with the public. The campaign successfully delivered a modern marine experience that combined comfort and luxury with a celebration of local identity and Saudi heritage. Attracting new segments of tourists seeking a unique experience that combines cultural distinction with a global character, this has contributed to increasing the company's customer base and confidence in the brand. Just as Ronaldo's campaign with Aroya Cruz changed the game in Saudi tourism marketing, the Sbsial platform opens the door for you to experience advertising with celebrities, not as a spectator, but as part of the story.

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