His Excellency Mr Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Board of the Saudi Tourism Authority, officially launched the “Saudi Summer” program for 2025 under the theme “Colour Your Summer”, during a strategic workshop hosted by the Saudi Tourism Authority. The event brought together more than 120 key partners from across Saudi Arabia’s tourism ecosystem, including representatives from both the public and private sectors. Designed to strengthen cooperation ahead of the summer season, the workshop served as a platform to align efforts, enhance collaboration, and maximise the program’s overall economic and tourism impact.
Running from May to September 2025, the Saudi Summer program highlights six diverse destinations, ranging from the moderate-climate coastal getaways of Jeddah and the Red Sea, to the cooler highlands of Taif, Al-Baha, and Aseer. Major highlights include the Esports World Cup (EWC) in Riyadh from July to August, as well as the return of Jeddah Season and Aseer Season, each offering a wide range of events, experiences, and promotions.
Mr Al-Khateeb stated: “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. This year, we are encouraged to see the private sector contributing over SAR 300 million in preparation for what promises to be an incredible 2025 summer season. With its rich culture and breathtaking diversity, Saudi’s destinations continue to inspire travelers from around the world while fueling a dynamic domestic tourism scene.”
He continued: “The summer season is more than just a busy period; it is a chance for the tourism sector to reach new heights and deliver extraordinary results. It is an opportunity to embrace innovation, seize growth, and make a lasting impact. This year, we are aiming to welcome over 41 million visitors from 18 countries, as well as to achieve SAR 73 billion in overall tourism spending. These numbers reflect Saudi’s growing reputation as a world-class destination, offering unforgettable experiences all year long.”
Providing further insight into the program’s scale and collaborative nature, Fahd Hamidaddin, CEO of the Saudi Tourism Authority, said: “Saudi is transforming the way the world views summer travel. In partnership with over 120 stakeholders, this summer will unveil more than 600 unique tourism products and experiences and over 250 special offers. From the pristine islands of Shebara and Umhat along the Saudi Red Sea, iconic new luxury resorts like St. Regis and Desert Rock, and five stunning new beaches in Jeddah, alongside the refreshing mountain retreats of Aseer, Taif, and Al-Baha with their unique charm and diverse activities – Saudi is transforming every visit into a vibrant highlight reel of summer.”
He added: “To ensure seamless travel, we are enhancing air connectivity with over one million additional airline seats to key summer destinations. And with the much-anticipated return of Aseer Season in an exciting new format, this summer promises to be unlike any other, a celebration of Saudi’s natural beauty, cultural richness, cool climate, and boundless ambition.”
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Photo top of page: Screen shot of STA website
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