Saudi Sports and Tourism Partnership Set to Shine
The Saudi Tourism Authority (STA), along with AROYA Cruises and Major Sports Cruises, recently unveiled an exciting partnership aimed at bolstering Saudi Arabia’s standing as a premier global destination for sports and tourism. This collaboration is poised to bring together the energy of world-class football with the rich cultural offerings of the Kingdom.
A Unique Sporting Experience
At the heart of this initiative is the Spanish Super Cup, which will take place in Jeddah in January 2026. This event offers a unique opportunity to showcase not just the thrill of football but also the warm hospitality and cultural richness that Saudi Arabia has to offer. The partnership aligns seamlessly with Vision 2030, which seeks to position Saudi Arabia as a vibrant global hub for sports, culture, and entertainment.
Connecting Football Fans with Saudi Culture
The plan is to create an integrated experience that will connect the excitement of the Spanish Super Cup with immersive excursions that highlight Saudi Arabia’s stunning destinations. Visitors arriving from Europe will kick off their journey in Jeddah, with plans for specially-curated excursions organized by the STA in collaboration with local management companies and European tour operators.
These excursions will feature guided tours of notable attractions such as Historic Jeddah, recognized as a UNESCO World Heritage Site, and the picturesque Jeddah Waterfront. Attendees will also witness the high-stakes Spanish Super Cup semifinals on January 7 and 8, featuring heavyweight clubs like Real Madrid, FC Barcelona, Atlético de Madrid, and Athletic Club.
A Vibrant Cultural Hub
Hazim Al-Hazmi, who oversees the Europe and Americas markets at the Saudi Tourism Authority, emphasized the Kingdom’s emergence as a global events powerhouse. Since 2018, Saudi Arabia has successfully hosted over 100 major international sporting events. Al-Hazmi expressed excitement about welcoming fans to Jeddah, highlighting the opportunity to share the “Heart of Arabia,” where rich traditions coexist with modern thrills.
Jeddah stands as the nation’s cosmopolitan gateway and is filled with a variety of attractions. From the historic charm of Al-Balad to the bustling gold souks and lively City Walk, visitors will experience the warmth and energy that defines not just Jeddah, but the entire Kingdom.
An Enriching Cruise Experience
Following the semifinals, guests will partake in a distinctive cruise experience aboard AROYA Cruises from January 8 to 11. This voyage will sail from Jeddah to Yanbu and feature numerous immersive activities, including FIFA gaming sessions, live commentary events, creative workshops, and wellness programs inspired by Saudi hospitality.
Dr. Joerg Rudolph, President of AROYA Cruises, noted that this partnership is an important step in linking international audiences to Saudi Arabia’s evolving tourism landscape. He underscored the goal of crafting a journey that not only entertains but also allows for discovery and deep engagement with Saudi culture.
A VIP Finale
The program will wrap up on January 11, 2026, with the highly-anticipated Spanish Super Cup Final back in Jeddah. Guests will enjoy exclusive VIP experiences that include access to the match, opportunities to meet football legends, and vibrant fan celebrations rounding off this landmark event.
Major Sports Cruises, a Spanish company renowned for themed football-focused cruises, will play a critical role in developing and promoting this partnership. With a focus on merging luxury travel with sports entertainment, the company aims to deliver curated travel experiences that celebrate both sport and Saudi hospitality.
Tailored Travel Packages to Enhance the Journey
As part of this initiative, a range of travel and hospitality packages will be introduced to ensure visitors can fully immerse themselves in the experience of the Spanish Super Cup. These packages will blend scheduling opportunities for sporting events with cultural exploration and the unique hospitality that Saudi Arabia is known for, promising a comprehensive and unforgettable journey for all attendees.
This collaboration forms a pivotal chapter in Saudi Arabia’s ambitious goals for enhancing tourism, demonstrating that the Kingdom is ready to greet the world with open arms and unmatched experiences.
