Riyadh, Saudi Arabia — Saudi Arabia’s tourism sector is poised for an unprecedented summer season, with the official launch of the “Saudi Summer 2025” program, themed “Colour Your Summer.” The initiative, unveiled today by Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Board of the Saudi Tourism Authority (STA), aims to cement the Kingdom’s position as a premier global tourism destination.
The ambitious program, running from May to September 2025, marks a significant expansion from previous years. It brings together over 120 partners from across Saudi Arabia’s tourism ecosystem, including both public and private sectors, to offer an unparalleled array of experiences.
“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,” stated His Excellency Mr. Ahmed Al-Khateeb at a workshop organized by the STA. He highlighted the private sector’s substantial contribution of over SAR 300 million in preparation for the summer season.
The “Colour Your Summer” program introduces over 600 new tourism products and experiences, alongside more than 250 special offers. Key highlights include the grand opening of Saudi Red Sea destinations like Shebara and Umhat Islands, featuring world-class resorts such as St. Regis and Desert Rock. Additionally, five new beaches are set to open in Jeddah, catering to coastal enthusiasts.
To facilitate travel, the program boasts a significant boost in air connectivity, with over one million additional airline seats to summer destinations provided by airline partners Saudia, Flynas, and flyadeal.
The summer’s offerings span six distinct destinations, ranging from the moderate-climate coastal escapes of Jeddah and the Red Sea to the cool, scenic highlands of Taif, Al-Baha, and Aseer. The popular Aseer Season is set for a refreshed return, promising a rich cultural showcase with live performances, arts, and family-friendly programming amidst its misty mountaintops and adventure trails.
Major events include the highly anticipated Esports World Cup (EWC) in Riyadh from July to August, alongside dynamic Jeddah and Aseer Seasons packed with diverse activities and promotions.
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, emphasized the transformative nature of the program. “Saudi is transforming the way the world views summer travel,” he said, highlighting the Kingdom’s natural beauty, cultural richness, and boundless ambition.
The Saudi Tourism Authority is setting ambitious targets for the season, aiming to welcome over 41 million visitors from 18 countries and generate an impressive SAR 73 billion in overall tourism spending. These figures, Minister Al-Khateeb noted, reflect Saudi Arabia’s burgeoning reputation as a world-class, year-round destination.
