Saudi Arabia’s Minister of Tourism and Chairman of the Saudi Tourism Authority, Ahmed Al-Khateeb, officially launched the Saudi Summer program under the slogan “Color Your Summer” during a comprehensive workshop organized by the Saudi Tourism Authority.
The event brought together representatives from both public and private sectors, aiming to strengthen cooperation and integration within the national tourism ecosystem ahead of the summer season.
This initiative is designed to unify efforts, enhance coordination, and increase professionalism, ultimately contributing to the achievement of the program’s goals and maximizing its economic and tourism impact.
Running through September 2025, the Saudi Summer program will feature six diverse destinations, including coastal resorts with moderate climates in Jeddah and the Red Sea, as well as the cool, mountainous regions of Taif, Al Baha, and Asir.
The program includes major events such as the Esports World Cup (EWC), set to take place in Riyadh from July to August, in addition to the return of popular seasonal festivals like Jeddah Season and Asir Season, offering a wide array of entertainment, cultural, and tourism activities.
On this occasion, Minister Ahmed Al-Khateeb stated that this annual workshop plays a strategic role in aligning visions and fostering collaboration among tourism stakeholders. He highlighted the active participation of the private sector, which has invested over SAR 300 million in preparation for the 2025 summer season.
He emphasized that Saudi Arabia’s destinations offer rich and diverse options, fueling domestic tourism growth while also attracting international visitors — a testament to the Kingdom’s rising global tourism status.
Al-Khateeb noted that the summer season presents a golden opportunity for tourism operators, enabling them to achieve record-breaking results and capitalize on the season’s potential for growth. The target for this year is to attract over 41 million tourists from more than 18 countries and generate tourism spending exceeding SAR 73 billion.
Fahd Hamidaddin, CEO and Board Member of the Saudi Tourism Authority, added that the 2025 Saudi Summer program is returning in a bigger and more integrated format, thanks to cooperation with over 120 partners.
More than 600 tourism products and experiences will be launched, alongside new Red Sea destinations such as Shebara and Umhat islands, international resorts like St. Regis and Desert Rock, and the opening of over five new beaches in Jeddah.
Hamidaddin also pointed out that air connectivity will be significantly enhanced this summer, with more than one million additional flight seats made available to summer destinations. Asir Season will return with a fresh look and innovative programs tailored to visitors’ interests.
The “Color Your Summer” slogan reflects the diverse tourism offerings across the Kingdom, from beaches and mountains to world-class events, family-friendly activities, and cultural experiences.
The 2025 Saudi Summer program is a model for integrated tourism and varied entertainment, reinforcing the Kingdom’s competitive edge on the global tourism map.