Saudi Arabia is playing an instrumental role in reshaping how the Middle East is perceived around the world. Once seen as an insular nation steeped in mystery, it has opened its arms to the world through initiatives that are designed to draw in a global audience. Most notable among them is Riyadh Season, a large-scale cultural and sporting event spanning a period of 5 months that inaugurated its 6th season in early October. Another cornerstone of the Kingdom’s tourism goals is the ‘Unreal Calendar’, a new campaign launched in September and headlined by football icon Cristiano Ronaldo. We explore this calendar in more detail below, highlighting the most exciting events that visitors to the Kingdom can experience.
What is the ‘Unreal Calendar’?
While Saudi Arabia’s tourism sector has grown significantly in the past few years, few people outside its borders are familiar with the diversity of experiences available. It is still seen largely as a destination for sports - namely football. The ‘Unreal Calendar’ is designed to change that and to introduce the wider world to what Saudi Arabia has to offer in terms of art, culture, exploration and more. The calendar includes an impressive lineup of events, mainly spread out from October to April, which is peak tourism season across the Middle East.
‘I Came for Football, I Stayed for More’
A campaign with such an ambitious focus needs a face with worldwide appeal and recognition. Given his legendary status in the world of international football and his long association with the Kingdom, Cristiano Ronaldo was the most natural choice. The Portuguese great famously signed on with Saudi Arabia’s Al Nassr Club in 2023, becoming a part of the Saudi Pro League and adding some international flair to a hugely successful local club.
As one of the most high-profile expat residents of Saudi Arabia, Ronaldo has become a key part of the Kingdom’s social and cultural fabric. The new campaign, centred on the slogan ‘I came for football, I stayed for more’, showcases Ronaldo’s own journey of discovery and invites visitors from around the globe to learn more about the breadth of experiences that the Kingdom has to offer.
Football’s widespread popularity will help ensure that Ronaldo’s message reaches fans in every corner of the world, especially in Europe and Asia, bringing attention to Saudi Arabia’s entertainment landscape like never before.
What’s on the Calendar?
Officially kicking off in late September with the Riyadh Comedy Festival, the lineup of events in the ‘Unreal Calendar’ includes live entertainment, artistic showcases and lots of sports. The calendar is divided across major regions of the Kingdom, focusing primarily on Riyadh, Diriyah, Jeddah, and AlUla. Below we look at what visitors to each destination can expect.
Riyadh
The Riyadh Comedy Festival, featuring globally renowned entertainers like Dave Chappelle, Bill Burr and Omid Djalili, marked the beginning of the seasonal calendar. The end of the festival was followed by the opening of Riyadh Season, which will be running until mid-March and will have its own unique event lineup. Mid-October’s Six Kings Slam brought together tennis luminaries such as Novak Djokovic, Jannik Sinner and Carlos Alcaraz for a three-day friendly tournament in which previous year’s champion Sinner handily defended his title.
The Longines Global Champions Tour, one of the most prestigious equestrian events in the world, is set for the end of October and November kicks off with more tennis action during the WTA Finals. Then in late November, the Night of Champions will see boxing matchups including David Benavidez vs. Anthony Yarde and Devin Haney vs. Brian Norman Jr.
Music lovers will have plenty of reasons to flock to Riyadh in December for the incredible Soundstorm festival, headlined by international stars such as Post Malone, Cardi B and Calvin Harris. An action-packed January will kick off with the WWE Royal Rumble, marking the first time this event has been held outside of North America.
Diriyah
The UCI BMX Freestyle World Cup will be held in the historic quarter of Diriyah during the first week of November, where some of the world’s talented cyclists will show off their stunt skills against the stunning natural backdrop of a major Saudi cultural centre.
Jeddah
The last two months of the year will bring high-octane sporting action to Jeddah with the World Rally Championship taking place across the dunes and the F1H20 Grand Prix on the water, followed by the ATP Next Gen tennis finals featuring the world’s top under-21 players.
Jeddah Winter Wonderland, part of the extended Jeddah Season, will create a festive experience that will run through to the start of 2026. Spring and winter will be the setting for more racing action with the Formula e electric car championship in February and the F1 Saudi Arabia STC Grand Prix in April.
The end of July brings with it a new edition of Jeddah Season, an 85-day event that includes the West Coast Festival and transforms the famous Saudi Arabian city into a prime summer destination.
AlUla
A region of immense natural beauty, AlUla features events that perfectly highlight the landscape. Azimuth, the region’s flagship music festival, is held every September on the weekend of Saudi National Day. This grand celebration perfectly blends pulse-pounding electronic music with the picturesque natural canyons of Thanaya.
For those who may find too much of an adrenaline rush with all of the season’s events, the AlUla Wellness Festival running during the last week of October will provide an opportunity to reset and recharge in tranquil surroundings that provide nourishment for both body and spirit. Culture aficionados can explore AlUla’s history at the Ancient Kingdoms Festival in late November and enjoy a weekend of candlelit concerts at Hegra, the first UNESCO World Heritage Site in Saudi Arabia. Towards the end of the year, they can head to the Winter at Tantora festival, another showcase of heritage and culture that leads into 2026. Mid-January, AlUla Arts Festival and AlUla Desert Polo provide two diverse options for visitors to experience.
