With the Saudi Pro League (SPL) attracting some of the biggest names in football, it has become a vehicle for boosting tourism in the region.
What started with high-profile signings such as Cristiano Ronaldo has evolved into a broader vision to redefine Saudi Arabia’s global image and economy through football.
Crown Prince Mohammed bin Salman Al Saud’s Vision 2030 plan, which aims to diversify the nation’s economy, was designed to reduce the country’s reliance on energy revenues.
One of the sectors Saudi Arabia was eager to tap into was tourism. Attracting elite football talent from Europe’s top leagues has not only elevated the profile of the SPL but also drawn global attention to Saudi Arabia.
The impact of this strategy on tourism cannot be overstated. Even though it is often overlooked in the grand scheme of things, football tourism is an economic driver.
Professor of Sport and Geopolitical Economy at Skema Business School Simon Chadwick claims that football tourism generates substantial economic revenue.
The English Premier League reportedly attracts around 1.5 million international visitors every year. This translates to roughly £688 million for the United Kingdom economy.
Saudi Arabia wants to replicate this success by using its domestic football league to attract visitors. With so many high-profile footballers trading Europe for the riches of the Middle East, the SPL’s visibility is at an all-time high.
Arab News sports editor Ali Khaled believes the reputation of the SPL is growing. He highlighted the recent sighting of a Ronaldo Al-Nassr shirt in a window shop in Barcelona as an indication of the SPL’s rising global footprint.
Football has always played a role in shaping tourism patterns. When Andres Iniesta won the treble with Barcelona in 2009 and mentioned his hometown of Fuentealbilla, the little city enjoyed a massive surge in tourism.
Rey Juan Carlos University conducted a study in 2014 to measure the impact of Iniesta’s success on tourism in Fuentealbilla, and most of the respondents who visited the town said they only knew about the place because of the footballer’s comments.
When Japanese football icon Hidetoshi Nakata moved to Perugia in 1998, his arrival in Serie A led to a surge in Japanese visitors to Italy, demonstrating the pulling-power football uses to attract tourists.
The SPL’s appeal offers a new way to showcase attractions in the Kingdom. Fans coming to watch matches will likely explore other destinations within Saudi Arabia.
For instance, Jeddah, home to players such as Karim Benzema and Riyad Mahrez, offers visitors the chance to visit the Red Sea and experience the vibrant culture.
Riyadh, where Ronaldo and Neymar ply their trade, is an opportunity to explore historical sites such as the At-Turaif District, a UNESCO World Heritage site.
Saudi Arabia’s quest to boost tourism and attract international visitors is also pushing the Kingdom to explore legalised gambling.
With the eyes of the world on the SPL, there is increasing pressure to embrace international trends such as regulated betting markets.
Arab gamblers looking for legal options are currently forced to turn to operators licensed overseas. Platforms such as https://www.arabswin.com/ have become a useful resource in this regard, offering Arab punters unbiased advice about where to find the best SPL betting sites.
However, there have been widespread calls for Saudi Arabia to let off the brakes even further by establishing its own licensing and regulatory framework for gambling. This would be a further indicator of the country’s increasingly relaxed stance to practices which were previously frowned upon due to strict religious laws.
Saudi Arabia has hosted other notable sports events including mixed martial arts, boxing, Formula 1 and golf. This diversification enhances the appeal of Saudi Arabia as a multifaceted destination for sports and betting enthusiasts.
Saudi Arabia’s football-driven tourism strategy has its critics, but it is a wise long-term vision to reframe the Kingdom’s global image. By investing in the SPL and attracting top football talent, Saudi Arabia is enhancing its sports sector and positioning itself as a desirable tourist destination.
The recent surge in international attention and the influx of football tourists are promising signs that this strategy is succeeding.
By Amey MyersAmey, an intrepid traveler and avid blogger, roams the world, absorbing diverse cultures, flavors, and experiences. Her writing captures the essence of her adventures, inspiring others to explore. Amey's infectious passion for travel and storytelling epitomizes a life filled with exploration and adventure.
