The Saudi Tourism Authority (STA) has forged a groundbreaking partnership with AROYA Cruises and Major Sports Cruises to launch an innovative sports tourism initiative centered around the 2026 Spanish Super Cup in Jeddah, marking a significant advancement in the Kingdom’s sports and tourism sectors.
Strategic Tourism Partnership
The collaboration, announced in Riyadh, represents a pioneering approach to sports tourism that combines elite football with luxury cruise experiences. This partnership aligns with Saudi Arabia’s broader strategy to diversify its tourism offerings and establish itself as a premier destination for international sporting events.
The initiative will debut during the prestigious Spanish Super Cup tournament in January 2026, featuring football giants Real Madrid, Barcelona, Atletico Madrid, and Athletic Bilbao. The program integrates world-class football with comprehensive cultural experiences, offering European visitors an unprecedented opportunity to explore Saudi Arabia’s rich heritage.
Cultural and Sporting Integration
Visitors will have access to carefully curated tours of Jeddah’s most significant cultural landmarks, including the UNESCO World Heritage-listed Historic District. The program, supervised by the Saudi Tourism Authority and supported by local destination management companies, will showcase the city’s blend of historical architecture and modern developments along the iconic Jeddah Corniche.
The timing of the tours has been strategically planned to allow guests to fully experience both cultural attractions and the Spanish Super Cup semifinals scheduled for January 7-8, 2026, creating a seamless blend of sports and cultural tourism.
Tourism Impact and Development
This collaborative venture between STA, AROYA Cruises, and Major Sports Cruises represents a significant step in developing Saudi Arabia’s tourism infrastructure. The partnership demonstrates the Kingdom’s capability to host major international sporting events while providing rich cultural experiences for visitors.
The initiative is expected to attract thousands of European football fans and tourists, contributing to the growing reputation of Saudi Arabia as a dynamic tourism destination that successfully combines sports, culture, and hospitality.
Vision 2030 Alignment
This innovative sports tourism partnership exemplifies Saudi Arabia’s commitment to Vision 2030’s goals of developing a vibrant tourism sector and establishing the Kingdom as a global sports and entertainment hub. By creating unique experiences that blend international sports with cultural exploration, Saudi Arabia continues to demonstrate its ability to deliver world-class events while showcasing its rich heritage and modern developments to an international audience.