As the summer season begins, the Saudi Tourism Authority (STA) has launched its highly anticipated “Saudi Summer 2025” program, aiming to highlight the kingdom’s openness to the world through a diverse and immersive travel experience.
Running through the end of September, this year’s campaign, with the theme “Color Your Summer”, invites visitors to explore six key destinations that offer a seamless blend of nature, adventure, and culture.
Read: Saudi Tourism Ministry: Licensed hospitality facilities surge by 80 percent in Makkah
Aseer: Cultural richness meets mountain adventure
The mountainous Aseer region will take center stage this summer with a renewed edition of the Aseer Summer Season, packed with cultural, musical, and artistic events such as Al-Muftaha Village and the Plato Event.
Visitors can enjoy hiking trails and outdoor adventures in a moderate climate, surrounded by towering mountains and centuries-old stone houses that reflect the deep heritage of the region.
Riyadh: A global entertainment and esports hub
Saudi Arabia’s capital, Riyadh, will make a global impact by hosting the second edition of the Esports World Cup (EWC), the largest tournament of its kind, attracting international gamers and spectators. The city also boasts a robust lineup of cultural festivals, art exhibitions, and family-friendly entertainment, making it a dynamic summer destination.
Jeddah: Red Sea luxury and family fun
With its mild climate and scenic coastline, Jeddah is ready to welcome summer travelers with new beaches and high-end resorts. Visitors can enjoy a full spectrum of marine activities, relaxation experiences, and top-tier attractions like City Walk and the breathtaking Circus 1903 performances. Jeddah combines luxury and leisure in a safe, family-friendly environment.
Red Sea Islands: A new frontier in luxury tourism
For the first time, the exclusive Sheybarah and Ummahat islands in the Red Sea will open to tourists, marking a new era for luxury tourism in Saudi Arabia.
These pristine island retreats promise a unique combination of sustainability and sophistication, offering white sandy beaches, turquoise waters, and vibrant coral reefs for those seeking a world-class maritime adventure.
Taif: A timeless summer escape in the highlands
The historic city of Taif will enchant visitors with cool mountain breezes, fragrant Taif roses, and scenic landscapes. Key attractions include Arruddaf Park, traditional souqs, and the picturesque Al-Shafa and Al-Hada mountain ranges. Taif offers a refreshing summer getaway rooted in cultural legacy and natural beauty.
Al-Baha: Hidden gem of forests and valleys
Nestled between misty mountain peaks and deep valleys, Al-Baha delivers a peaceful yet thrilling escape in the heart of nature. Travelers can explore the stunning Raghadan Forest, where traditional villages, dense greenery, and fog-kissed trails merge to provide a one-of-a-kind eco-tourism experience.
Saudi Arabia’s tourism campaign aims to attract 41 million visitors
The Color Your Summer program aims to attract over 41 million tourists from both within and outside the kingdom this year, with projected tourism spending exceeding SAR 73 billion. The initiative is supported by major improvements in air connectivity, including over 1 million additional domestic flight seats to facilitate travel across the kingdom’s diverse regions.
Aligning with Vision 2030: A world-class tourism destination
The campaign is in direct support Saudi of Arabia’s Vision 2030, which aims to position the kingdom as a leading global tourism destination. By showcasing the richness of its natural landscapes, cultural heritage, and hospitality, Saudi Summer 2025 offers a colorful and unforgettable journey.
