Dhaka, Oct. 6 -- Countries worldwide are increasingly using top athletes as ambassadors to promote sports tourism, a sector that accounts for about 10pc of global tourism spending, roughly €600 billion.

Saudi Arabia is leading the trend, enlisting football stars Cristiano Ronaldo and Lionel Messi to enhance its international profile.

Ronaldo's campaign, "I Came for Football, I Stayed for More," highlights the kingdom's diverse attractions, while Messi has served as an official tourism ambassador since 2022.

Saudi Arabia is also hosting major events, including the 2034 FIFA World Cup and a Formula 1 Grand Prix, alongside cultural festivals.

In the Caribbean, Jamaica promotes tourism through Usain Bolt, whose authentic connection ...