Saudi Tourism Authority (STA), AROYA Cruises, and Major Sports Cruises have announced a strategic partnership designed to strengthen Saudi Arabia’s position as a leading global destination for sports and tourism.
The collaboration, centered around the Spanish Super Cup taking place in Jeddah in January 2026, aims to merge world-class football with Saudi hospitality and cultural discovery.
The partnership supports Vision 2030’s goal to promote Saudi Arabia as a global hub for sport, culture, and entertainment.
The initiative offers an integrated experience connecting the excitement of the Spanish Super Cup with the exploration of Saudi destinations. Visitors arriving from Europe will begin their journey in Jeddah, participating in curated excursions organized by STA alongside local destination management companies and European tour operators.
Activities will include guided visits to Historic Jeddah, a UNESCO World Heritage Site, and the Jeddah Waterfront, before attending the Spanish Super Cup semifinals on January 7 and 8, featuring Real Madrid, FC Barcelona, Atlético de Madrid, and Athletic Club.
Hazim Al-Hazmi, President of Europe and Americas Markets at the Saudi Tourism Authority said: “Saudi has firmly established itself as a global events powerhouse, hosting over 100 major, international sporting events since 2018. As we prepare to welcome fans to Jeddah for the Spanish Super Cup, we look forward to sharing the authentic Heart of Arabia where tradition meets excitement in truly unforgettable ways.
Jeddah, the nation’s cosmopolitan gateway, offers a wealth of dynamic attractions, from the historic allure of Al-Balad, a UNESCO World Heritage Site, to the vibrant City Walk and bustling gold souks. Here, every visitor will discover the warmth, energy, and diversity that make this city, and all of Saudi, unforgettable.”
After the semifinals, guests will embark on a voyage aboard AROYA Cruises from January 8 to 11, sailing from Jeddah to Yanbu. The cruise will feature immersive experiences including FIFA gaming sessions, live commentary events, creative workshops, and wellness programs inspired by Saudi hospitality.
Dr Joerg Rudolph, President of AROYA Cruises said: “This partnership represents a major step in connecting international audiences with Saudi Arabia’s evolving tourism landscape. Together with our partners, we are creating a journey that unites the excitement of Spanish football with the discovery of Saudi Arabia and the warmth of Arabian hospitality.”
The program will conclude in Jeddah on January 11, 2026, with the Spanish Super Cup Final. Guests will enjoy a VIP experience during the match, meet football legends, and take part in fan celebrations marking the culmination of the event.
Major Sports Cruises, a Spanish company known for themed football cruises, will play a key role in developing and marketing the partnership. The company specialises in merging luxury tourism with sports entertainment through curated travel packages and hospitality experiences.
A variety of travel and hospitality packages will be launched as part of the programme allowing visitors to experience the Spanish Super Cup journey through multiple options that blend sport, culture, and Saudi hospitality.
