Minister of Tourism and Chairman of the Board of the Saudi Tourism Authority Ahmed Al-Khateeb launched the 2025 edition of the “Saudi Summer” program under the theme Color Your Summer at a workshop event organized Saturday by the authority.
The event brought together over 120 partners from across the Kingdom’s tourism ecosystem, including representatives from both public and private sectors. The workshop fostered collaboration in preparation for the upcoming summer season, aligning efforts to achieve the program’s goals and maximize its economic and tourism impact.
Running from May to September 2025, the Saudi Summer program will feature six distinct destinations - from the moderate-climate coastal escapes of Jeddah and the Red Sea to the cool, scenic highlands of Taif, Al-Baha, and Aseer.
Key highlights include the Esports World Cup (EWC) in Riyadh from July to August, and the dynamic Jeddah and Aseer Seasons, offering diverse events, activities, and promotional campaigns.
“Bringing together our partners each year through this workshop is a testament to our shared commitment to shaping the future of the Saudi tourism industry,” said Al-Khateeb.
“This year, we are encouraged to see the private sector contributing over SAR300 million in preparation for what promises to be an incredible summer season. With its rich culture and breathtaking diversity, Saudi Arabia’s destinations continue to inspire travelers from around the world while fueling a dynamic domestic tourism scene,” he added.
Al-Khateeb noted that the summer season is more than a peak travel period - it is a vital opportunity for the tourism sector to reach new heights, embrace innovation, and make a lasting impact.
“This year, we aim to welcome over 41 million visitors from 18 countries and achieve SAR73 billion in total tourism spending. These numbers reflect Saudi Arabia’s growing reputation as a world-class destination, offering unforgettable experiences year-round,” he said.
Chief Executive Officer of the Saudi Tourism Authority Fahd Hamidaddin stressed the transformational nature of the Kingdom’s tourism offerings: “Saudi is redefining how the world views summer travel. In partnership with over 120 stakeholders, this summer will introduce more than 600 unique tourism products and experiences, along with over 250 special offers.”
“From the pristine islands of Shebara and Umhat along the Red Sea, to iconic new luxury resorts such as St. Regis and Desert Rock, to five new beaches in Jeddah, and the cool retreats of Aseer, Taif, and Al-Baha, Saudi Arabia is turning every visit into a vibrant summer highlight reel,” he added.
The program’s theme Color Your Summer reflects the diversity of Saudi Arabia’s tourism assets, designed to meet the expectations of various types of tourists and visitors. It includes coastal and mountain destinations, international events, exclusive offers, and a wide array of tourism products presented across the Kingdom.
