Minister of Tourism and Chairman of the Saudi Tourism Authority, Ahmed Al-Khateeb, officially launched the 2025 edition of the “Saudi Summer” program under the theme Colour Your Summer during a workshop event held Saturday by the Authority.
‘Saudi Summer’ Program
The event convened more than 120 stakeholders from across Saudi Arabia’s tourism landscape, including representatives from both the public and private sectors. The collaborative workshop served as a platform to coordinate efforts ahead of the summer season, ensuring alignment on strategic objectives and maximizing the initiative’s economic and tourism potential.
Set to run from May through September 2025, the program will spotlight six diverse destinations—ranging from the temperate coastal getaways of Jeddah and the Red Sea, to the cool mountain retreats of Taif, Al-Baha, and Aseer.
Esports World Cup (EWC)
Key events this summer include the Esports World Cup (EWC) in Riyadh, taking place from July to August, as well as the lively Jeddah and Aseer Seasons, featuring a rich mix of cultural events, entertainment, 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 Minister Al-Khateeb.
“This year, we are particularly proud to see the private sector investing over SAR 300 million in preparation for what promises to be a spectacular summer season. Saudi Arabia’s remarkable culture and natural diversity continue to captivate international travelers while energizing our domestic tourism market,” he added.
The Minister emphasized that the summer season represents more than just peak travel—it is a pivotal opportunity for innovation and growth in the sector. “Our goal this year is to welcome over 41 million visitors from 18 countries and generate SAR 73 billion in tourism spending. These targets underscore the Kingdom’s rise as a premier global destination, offering exceptional experiences throughout the year.”
Fahd Hamidaddin, CEO of the Saudi Tourism Authority, highlighted the transformative impact of the program: “Saudi is redefining global summer travel. Moreover, the support of over 120 partners, we are launching more than 600 unique tourism products and experiences, alongside over 250 exclusive offers.”
Shebara, Umhat Islands
He added, “From the untouched beauty of Shebara and Umhat islands in the Red Sea, to luxury openings like St. Regis and Desert Rock, five new beaches in Jeddah, and the scenic escapes of Aseer, Taif, and Al-Baha—Saudi Arabia is curating a vibrant and unforgettable summer for every traveler.”
Finally, the theme Colour Your Summer captures the dynamic range of Saudi Arabia’s tourism offerings. From coastal and mountain destinations to global events and curated experiences, the program is designed to appeal to a wide spectrum of visitors, positioning the Kingdom as a top-tier travel destination.
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