RIYADH: Minister of Tourism and Chairman of the Saudi Tourism Authority Ahmed Al-Khateeb launched the Saudi Summer program under the theme “Color Your Summer” at a workshop recently organized by the authority in Riyadh.
The event brought together more than 120 partners from across the Kingdom’s tourism ecosystem, including representatives from both the public and private sectors.
The workshop fostered collaboration ahead of the 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 coastal escapes of Jeddah and the Red Sea to the cool, scenic highlands of Taif, Baha, and Asir.
Key highlights include the Esports World Cup in Riyadh from July to August, along with the vibrant Jeddah and Asir 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,” Al-Khateeb said.
He added: “This year, we are encouraged to see the private sector contributing more than SR300 million ($80 million) in preparation for what promises to be an incredible summer. With its rich culture and breathtaking diversity, Ƶ continues to inspire travelers from around the world while fueling a vibrant domestic tourism scene.”
Al-Khateeb noted that summer is more than just a peak travel period — it is a key opportunity for the sector to innovate, grow, and make a lasting impact.
“This year, we aim to welcome more than 41 million visitors from 18 countries and achieve SR73 billion in total tourism spending. These numbers reflect Ƶ’s growing reputation as a world-class destination, offering unforgettable experiences year-round,” he said.
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, emphasized the transformational nature of the Kingdom’s tourism offerings: “Saudi is redefining how the world views summer travel. In partnership with more than 120 stakeholders, this summer will introduce more than 600 unique tourism products and experiences, along with more than 250 special offers.”
He added: “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 Asir, Taif, and Baha — Ƶ is turning every visit into a vibrant summer highlight reel.”
The program’s theme, “Color Your Summer,” reflects the diversity of Ƶ’s tourism assets. It is designed to meet the expectations of various types of tourists, offering coastal and mountain destinations, international events, exclusive offers, and a wide range of tourism experiences across the Kingdom.
