In a bid to boost the country’s tourism sector, the Saudi Tourism Authority (STA) has recently launched its summer program for 2024. Themed “Saudi Summer is Next Door,” the campaign entices tourists to explore the country’s top destinations.
The Saudi summer program will run for four months, spotlighting seven destinations. These include Aseer, Al Baha, Taif, Jeddah, Riyadh, the Red Sea, and AlUla. Tourists can access over 550 tourism products and 150 special offers catering to various preferences — whether it’s for adventures, family-centric experiences, luxury retreats, and culture and heritage enthusiasts.
STA, established in June 2020, is responsible for promoting Saudi Arabia’s tourism destinations globally by developing various programs and packages.
A next-door destination
The Saudi summer program has two main themes. “Disconnect in Saudi” highlights the country’s appeal as the perfect next-door destination for those seeking to escape from the everyday grind.
Thanks to Saudi Arabia’s diverse natural landscape — including mountains, deserts, and a 1,800-kilometer coastline — tourists have plenty of opportunities to disconnect.
Among its key summer luxury retreats are Jeddah, Aseer/Al Baha, and Riyadh. AlUla’s Thuraya Wellness, Taif’s AlShifa Mountain Hike, and KAEC’s one-day yacht trip are also must-tries. Taif and Aseer’s weather, which can get as low as 12°C, makes them ideal summer escapes. In the Red Sea, travelers can disconnect and be soothed by the sound of waves. Top-tier resorts, such as the St. Regis Red Sea Resort and Six Senses Southern Dunes, also await.
The second theme is all about “Saudi Weekends”, showcasing the country’s cultural activities and entertainment offerings. As a next-door weekend getaway destination, Saudi Arabia has a lot of interesting things to offer.
For instance, the capital city of Riyadh is a fast-rising hub for gamers and virtual sports. It is set to host Gamers 8 and the first eSports World Cup this summer. Outside the capital, tourists can explore seven UNESCO World Heritage sites, including AlBalad in Jeddah, the Hegra in AlUla and Diriyah. AlUla is also home to luxury havens, such as the sustainable retreat Habitas AlUla. It offers music, arts and culture, sunrise yoga, private fitness sessions or treatments from the resident physiotherapist. Meanwhile, guests can savor authentic Arabian cuisine in the highlands of Aseer.
Summer spots to visit in Saudi
Saudi’s summer program highlights seven stunning destinations, including:
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Aseer
Aseer is a hidden gem nestled in the Sarawat Mountains, the country’s longest mountain range. Averaging 24°C during summer, Aseer boasts a breezy temperature, ideal if you want to escape the summer heat. Apart from its fruitful natural landscape, it boasts unique tourist locations and a rich heritage.
Aseer is home to the tallest peak in Saudi: Al Soudah, which stands at 3,000 meters. The region is also considered a playground for adventures, as it offers spots perfect for hiking, paragliding, cycling, kayaking, and more. At the Jurf Raydah Reserve, tourists can get a closer look at Saudi’s flora and fauna. The reserve houses juniper trees, cacti, wild olive, and banana trees, as well as animals, such as Arabian woodpeckers and the Aseer magpie, an endangered bird.
Visitors here can also soak up the culture. Aseer offers street art, markets, and the famed Flower Men — people who wear colorful floral headpieces and keep the age-old custom of playing flutes alive.
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Taif
Earning the moniker “the friend of the clouds”, Taif offers year-long cool weather. It’s located on the eastern slopes of the Sarawat Mountains and stands 1,700 meters above sea level.
Traveling further down its southern rural areas will take tourists to a height as high as 2,400 meters. These areas ensconce its rich farms, known for producing fruit grapes, berries, pomegranates, figs, and Taif roses — known for their lingering fragrance. The city also features historical monuments, lively markets, unique gardens, and cultural activities for travelers to immerse themselves in. Its cultural festival includes the Souq Okaz Festival and the Crown Prince Camel Festival in August.
When you hop on a Taif Cable Car, visitors can get a unique view of the rose city. Near the city, tourists can also explore the geographical gem that is Al Wahbah Crater.
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Al Baha
Al Baha, the jewel of the south, is nestled among juniper, acacia, and olive trees. Here, visitors can enjoy stunning landscapes — from the flower-adorned Raghadan Forest to the fog-kissed summits of green mountains. During summer, it boasts moderate weather, offering a perfect atmosphere for outdoor exploration.
Lush forests, majestic mountains, and cascading waterfalls characterize the province’s charm. And visitors can see its rich history etched into its natural beauty, with ancient engravings and drawings visible on the mountains and in the valleys. A haven for culture vultures, it offers historical villages, heritage museums, and bustling markets.
Traditional dishes are also a must-try. Thanks to its fertile lands, Al Baha yields a variety of crops, including vegetables, grains, and seasonal fruits, such as grapes, pomegranates, apples, peaches, and prickly pears.
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Riyadh
The capital city of Riyadh has a population of around 8 million people. Vast and vibrant, it’s an ever-growing city rich in history, culture, and cuisine. It’s a perfect spot to start cultural exploration as it’s where tourists can discover the birthplace of Saudi: Diriyah. It’s a treasure trove of historical gems that witnessed the founding of the Kingdom.
Apart from steeped-in-culture destinations, Riyadh is also a bustling modern metropolis that offers great shopping experiences. The city’s entertainment and business sectors are also equally thriving.
In terms of events, the Saudi capital is nothing short of jam-packed. In fact, it hosted around 17,000 events throughout the winter season in 2023-2024. The summer season is also equally busy. As mentioned earlier, Riyadh will host the eSports World Cup. Taking place from July 17 to 21, it will have the largest prize pool in eSports history.
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Jeddah
A thriving coastal cosmopolitan hub, Jeddah is known for its arts and culinary scenes. It’s also famed for hosting numerous cultural events and being home to many historical sites. Recognized by UNESCO, the city revealed secrets of the past that have inspired artists, writers, pilgrims, and travelers for centuries. From the historic charm of “Historical Jeddah” to the intricate designs of antique balconies, stone walkways, and ancient sidewalks, there’s a lot to discover here.
A highlight is the old town of Al Balad, a UNESCO World Heritage Site featuring maze-like streets, unique architecture, and bustling markets. Another ideal spot to visit is one of the world’s largest collections of open-air art and sculptures — the Open-Air Museum, which overlooks the Red Sea.
Travelers can also enjoy the lively atmosphere of the Jeddah Season, a celebration of the city’s unique culture and attractions.
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Red Sea
The Red Sea is where luxury, sustainability, and innovation converge to redefine tourism. Considered one of the world’s last true hidden treasures, it spans over 28,000 square kilometers. It features the world’s fourth-largest reef system, an underwater wonderland is home to 175 species of coral reefs, 195 species of fish, and critically endangered species such as the hawksbill sea turtle.
The Red Sea is an archipelago of more than 90 untouched islands, pristine beaches, dormant volcanoes, sweeping desert dunes, mountain canyons, and historical cultural sites. It also has its own international airport that has been receiving a regular schedule of domestic flights since September 2023.
Recognized as one of the most exciting tourism developments globally in recent years, it is widely acclaimed as the world’s most ambitious regenerative tourism destination.
Transformative period for tourism
The program’s unveiling was held under the patronage of His Excellency Ahmed Al Khateeb, the minister of Tourism.
Commending the country’s tourism boom, he remarked, “Saudi Arabia is witnessing a transformative period in tourism, driven by our vision to position the Kingdom as a premier global destination. The Saudi Summer Program 2024 is our commitment to showcasing the rich cultural heritage, natural beauty, and unparalleled hospitality that Saudi Arabia offers.”
“We invite local and international tourists to experience the diversity of our seven unique destinations and take advantage of the exceptional offers and packages designed to create unforgettable memories,” he added.
STA CEO and Board Member Fahd Hamidaddin also noted the country’s climate advantage.
“While temperatures in the region rise to high levels during summer, temperatures in the highlands of Saudi Arabia in the southern region decrease to the extent that we even witnessed snowfall in Al Soudah [recently]. Through the promotional campaign for the Saudi Summer Program 2024 we seek to highlight the uniqueness of our destinations and their climatic, natural, and cultural diversity, along with the exceptional events and activities happening during summer,” he added.
Read: The Middle East: Rise of a tourism powerhouse
Summer offerings
As mentioned earlier, the Saudi summer program will offer a plethora of tourism products, including exclusive passes and park activities. In his speech, Hamidaddin stated, “This year’s summer program includes more than 550 tourism products and 150 special offers designed in collaboration with STA’s partners. These include attractive offers from hotels, airlines offering free tickets for children in partnership with major travel, tourism and aviation companies and exceptional products in the Aseer Season and Jeddah Season and many new and exciting experiences, such as private beaches for tourists and ladies’ beaches.
Al Baha: Caves of Shada Mount
Explore the ancient caves and coffee farms of Shada Mountain. Witness unique rock formations and enjoy the cave resort, experiencing a blend of history and natural beauty.
Open Sea Boat Trip in Jeddah – 1 Day Trip
Break away from routine and enjoy a day at sea with thrilling activities like snorkeling, discovering vibrant marine life, and basking in the summer sun and ocean breeze.
Al Wahbah Crater Full Day Tour from Taif
Visit the 4 km wide and 250-meter-deep volcanic Al Wahbah Crater. The tour starts at 09:00h and ends at 9:00 PM with a return to Madina after sunset, exploring the crater’s volcanic cones and sodium phosphate crystals.
Experience Abha Like a Local: Visit a Traditional Asiri Home
Immerse yourself in Abha’s culture with a visit to a traditional Asiri home. Enjoy Saudi coffee, tea, a meal, and a cooking experience with a local family, ending with a relaxing time in the villa’s yard.
Red Sea Diving Adventure
Join Traventure for a diving trip in the Red Sea, exploring colorful coral reefs and diverse marine life. The schedule includes reception at 9:00 AM, diving at 9:30 AM, and a break at 10:20 AM, promising an unforgettable underwater adventure.
Fore more information, check out VisitSaudi.
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